AI marketing is the process of leveraging artificial intelligence methods and tools such as data models, algorithms, and machine learning to produce customer insights that marketers can use to optimize spending, personalize content, and personalize the customer journey.
Examples of AI marketing solutions include chatbots, image recognition, and personal assistants (Google Assistant, Amazon Alexa, Microsoft Cortana, and Apple’s Siri).
How is AI marketing used?
AI is used in marketing to make practical recommendations for managing relationships. By integrating multiple data sources and systems, AI can create a profile for each consumer. so that decision-makers can understand what drives their customers’ choices and guide them to the next best action.
In enterprise digital marketing initiatives, AI can help:
- Increase loyalty and customer retention
- Excite and delight customers through relevant and personalized offers and services.
- Get higher ROI through effective targeting.
- Productivity improvement.
- Enhance self-service capabilities.
Pros of Artificial Intelligence in Marketing:
Personal and relevant messages
Predictive analysis allows companies to understand user preferences and make recommendations based on that data.
Netflix uses this to recommend shows and Amazon uses it to recommend products.
As a marketer, if you can develop a set of data points that allow you to direct users to a particular product or service is very powerful. Make it easy for your users to solve the problem.
Cost saving
According to Business Insider, by 2024, it is expected that 85% of customer interactions will occur without the need for a human.
Simplifies marketing efforts
Deep learning through artificial intelligence allows computers to be more accurate. determine user behavior and predict which segments are most likely to become customers.
The software can provide specific information about who is likely to convert, allowing marketers to direct their efforts based on detailed demographics — without wasting time on less likely leads.
Personalization of products
This includes identifying potential leads based on data such as purchasing demographics, location, purchase history, etc. It also includes tracking and customer data with the products themselves.
Under Armor recently took advantage of IBM’s Watson software. to combine their customer data with third-party information to create a dedicated health and fitness tracking app called Record.
Disadvantages of using artificial intelligence in marketing:
Customers don’t always like chatbots or even talking to computers on the phone
Simple, unsophisticated chatbots can sometimes make it clear that no one is on the other end. This can make some people (especially the older generations) very uncomfortable.
Chatbots should be used carefully based on your target audience and supported by a live human as much as possible.
Likewise, if you’ve ever called a customer service number and pressed 1, 2, or 3 to talk to a bot, you know how frustrating that can be.
Computers can’t do this without humans
Science fiction presents many scenarios where technology takes over all human jobs. and robots take over the world. The good news for us is that humans will always be essential when it comes to marketing jobs.
Computers cannot change their mind, make creative decisions, or use their imagination. Creativity and cultural reference will be greatly lacking if your company only uses AI to create content.
AI may offer certain solutions and competencies, but in the end, humans are still the focus of the marketing world.
Algorithms can be wrong
It’s hard to imagine that a computer could be faulty. In arithmetic or equation terms it may always be “correct,” but humans are made up of much more than just formulas and statistics.
Humans are unique and have many tastes and preferences that cannot be reduced to a formula. The very thing that makes us human is the fact that we are constantly changing and growing. and there are always outliers. Entrepreneur Elon Musk has even suggested regulating artificial intelligence because of the various threats it poses.
Ultimately, AI must be carefully implemented across your inbound marketing program. Understand how AI tactics will help guide potential customers to solve their weaknesses.
And don’t turn to AI because it’s an exciting new thing. but because it will help you help your customers more efficiently and convert leads into customers faster.
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