Technology is constantly evolving and as far as we can see – it has no limits. One of the most advanced technological advancements to date is AI – Artificial Intelligence. But, what does this mean for marketers? Should they start trying to match their robo-brethren or explore the ways that AI can advance their organisational objectives?
Let’s find out.
What is AI Marketing?
Unfortunately, and fortunately, there exists no single umbrella definition for Artificial Intelligence that is accepted universally. But what we can deduce, is that AI is a constellation of different technologies that collect and analyse data to make automated decisions. Ergo, AI Marketing is the use of the above AI processing to leverage customer data to anticipate customer’s next moves and improve their journey.
Over the past couple of years, AI has paved its way deeper into marketing, helping brands become more efficient and in touch with their consumers than ever before.
Benefits of AI Marketing
Artificial Intelligence has had a huge impact in the digital marketing sphere. Armed with AI, marketers are able to crunch a huge amount of data analytics from social media, the web, emails etc. Let’s take a look at some of the many advantages of AI Marketing.
Cost savings
AI can help you complete those laborious and repetitive tasks that require a lot of resources, shortening the time taken to complete those tasks which slashes costs for hiring employees.
By doing so, you will also be able to free-up talent and place more priority on completing critical tasks.
Increased Personalisation
AI tools are powerful when it comes to helping you deliver personalized messages to consumers at apt points in their consumer lifecycle.
The modern-day consumer has a growing expectation for tailored messaging and personalisation. AI enables marketers to personalise on an individual level as opposed to generic target groups.
Minimized Errors
We all make mistakes – such is human nature. On the other hand, Artificial Intelligence learns, adapts and reacts far more efficiently than human beings. AI eliminates the likelihood of human error and in certain aspects such as data security, this can be extremely valuable.
To see AI in action, take a look at the below video of BMW’s AI-enhanced vehicle equipped with an intelligent personal assistant which enables vehicle functions such as Media, Lights, Climate Control, Experience Modes and much more.
The Future – AI-Human Marketing
At the end of the day, there will always be a human being on the other side of the screen. Although AI can help in many areas, it can’t replace the psychology-backed decisions made by human beings. Couple that with the fact that AI’s prevalent growth is directly proportional to customer’s expectations, we can see that AI is not here to replace humans, but act as an industry-wide paradigm shift.
In order for marketing to become truly personalized and meaningful, marketers need to work in tandem with AI; data needs to be sufficient for AI algorithms to learn and analyse correctly and content needs to be natural to users.
