Artificial Intelligence: What, Why, and How to Use it in Marketing

AI (Artificial Intelligence) is leading the way in almost every industry where it is being used. Up to 40% of current business productivity can be attributed to artificial intelligence, according to statistics.

Recent advancements in technology have pushed some market leaders into a more advanced and efficient sphere, in which artificial intelligence has solidified its place as the dominant weapon.

AI-powered businesses will be able to remain competitive in many ways by utilizing it as a competitive advantage. The adoption of AI marketing is revolutionizing the way we do marketing — more companies are investing in it than ever before.

Become an expert on Artificial Intelligence and learn how it can help you drive business value with innovative and successful AI-powered marketing strategies.

Throughout this article, you will learn everything you need to know about Artificial Intelligence that can help every marketer perform their job better than it could be.

What exactly is Artificial Intelligence (AI)?

Artificial intelligence is an interdisciplinary science with multiple approaches. Perhaps that is why you can find a lot of answers to the question, “What is artificial intelligence?” There is no one single definition of AI that will hold true forever.

A core characteristic of artificial intelligence is that it combines many different technologies capable of performing tasks requiring human intelligence. Applied to business tasks, these technologies can learn, act, and perform as intelligently as humans. Simulating human intelligence in machines saves us time, money, and effort, allowing us to maximize our profits

In today’s digital age, Artificial Intelligence Marketing (AI marketing) is a rapidly evolving topic.

Artificial intelligence (AI) is a method of gathering, analyzing, and predicting customer behavior that is used to optimize marketing efforts. AI is generally used in marketing where speed is crucial. Marketing ROI, in fact, is enhanced with artificial intelligence (AI).

Marketers can learn about the behaviors of their customers with AI, identifying their actions and indications. Consequently, they can target the right strategy to the right person in a time-saving and effective manner.

Gmail and Google Docs offer an example of how AI can be used in marketing through Smart Compose, a feature in Gmail that reads what you type, understands it, and suggests what you should type next. The following section provides some examples of AI marketing use cases from big brands. So keep reading to find out how others make use of this power!

Your business needs AI marketing. Now you need to know why it is so important.

Automation

Your marketing automation becomes more intelligent with AI. It can be integrated with marketing automation to help you turn data into decisions, meaningful interactions, and positively impact your business.

It’s all about data, but what matters more is using it effectively to make a difference. As a result, AI marketing can drastically improve the speed at which your business can execute and implement your marketing activities. The use of artificial intelligence can help marketers create more campaigns, see what the next steps are for their customers, and then decide which campaigns to send them.

AI in email marketing automation is somewhat of a dinosaur that businesses can use to increase their open rates, engage customers, and save money while doing so. An AI-enabled subject line optimizer and the click-tracking program are a step ahead of a copywriter.

In addition, artificial intelligence can automatically generate and optimize content in different email formats that are friendly and relevant to recipients. In addition, AI is used to enhance customer engagement and optimize content on social media, like email marketing.

Minimizing errors

It is natural for human beings to make mistakes. Many have theorized that AI can be a remedy for human error. Is this a topic that is widely talked about?

A crucial benefit of artificial intelligence is the reduction of human error and the elimination of human intervention. Data security is the most concerning aspect of human errors, meaning AI can help handle this.

Many businesses are concerned that their employees do not possess the skills to safeguard customer data and other critical business data because of the widespread data security issues. A cyber-attack increase is a risk that every eCommerce business must consider. A business’s cybersecurity can be improved through AI by learning, adapting, and responding to these issues.

Cost savings

By using AI, you can eliminate slash-and-burn resources typically used to develop and implement marketing campaigns. By working faster and more efficiently with AI, you can reduce costs and grow revenue at the same time.

Artificial intelligence (AI) can help you complete repetitive and mundane tasks when your organization spends too much money and time getting things done. These tasks are shortened and errors are reduced so that your staff can do them faster. Employers can significantly reduce their cost of hiring employees while utilizing their available talents to do more important work.

You can work more efficiently with AI.

In order to perform thousands of creative variations for A/B tests or to construct email subject lines automatically, for example, a content manager can use AI to generate thousands of copy and creative variations using AI. The software can also speed up the process and perform even better than humans.

Increased ROI

With artificial intelligence, marketers can understand customers more effectively and improve the customer experience. Marketers can now establish a predictive analysis of their customers using AI and develop a more targeted customer journey, which increases ROI on each customer interaction.

Marketers can harness AI to gain greater customer insights, group them better, and drive them to the next step for the best customer experience.

When marketers analyze customer insights in-depth and comprehend the needs of their customers, they can maximize ROI without wasting budgets on efforts that do not produce results. In addition, they can steer clear of annoying marketing campaigns.

Increased personalization

Digital shopping has a lot to do with personalization. In the age of online shopping, customers are increasingly looking for that kind of convenience.

How can businesses win customers’ hearts through better personalization?

AI (Artificial Intelligence) is the answer.

Marketing can be made more personal through Artificial Intelligence in a variety of ways. Businesses make use of artificial intelligence to personalize a number of content elements such as emails, social media posts, videos, and other forms of content in order to better be able to cater to customers’ needs.

Push notifications are proving more effective for eCommerce business people who make them mobile-friendly. In situations where push notifications are delivered via mobile, they create a sense of personalization that attracts more attention from customers.

As a result, every customer will receive their own customized push notifications with messages specifically designed for them based on what they’ve seen or what they’d like to hear about a brand.

Also, AI-powered product recommendations allow marketers to make their customer interactions more personalized than they had ever imagined.

Smarter and faster decision making

Data is processed much faster by AI than by humans, it is more accurate, secure, and enables your team to concentrate on strategic initiatives to create effective campaigns powered by AI.

Using artificial intelligence, marketers can access real-time tactical data to make decisions at the right time instead of waiting for campaigns to end before acting. Data-driven reports can help them to decide what to do next so that their decisions will be more intelligent and objective.

How can AI be used in marketing?

Sales forecasting

Every business should aim to exceed customer expectations by knowing what next to do and doing it right. By utilizing AI in marketing, companies are able to better understand their customers and the actions they take based on their past purchases and contact information.

The system predicts what customers will buy next and how much a product will sell. You can use it to determine what you should promote and to who to promote it to boost sales. In addition to ensuring that you don’t oversell or have products out of stock, creating business intelligence can also help you balance your inventory.

Qrious is an example of AI software that aids marketing representatives. The software allows your marketing or sales reps to instantly understand all conversations with prospects without spending outrageous amounts on speech-to-text.

Get AI-powered customer insights

The main reason businesses use AI is for data collection.

Artificial intelligence can provide businesses with valuable insight into their customers and help them make customer-centric decisions. An AI program analyses online content from social media platforms, blogs, or other sources to gain market knowledge about external markets.

Marketers can use AI algorithms to generate customer personas easily. There are on-site interactions, geographic specials, purchase behaviors, past interactions/communications, referral sources, and more.

From this point on, it will be easier to segment customers. Customers can be more accurately identified and targeted, better matched to the products they’re likely to purchase, and it will prevent promoting irrelevant or out-of-stock products to customers.

Chatbots

If you shop online, speak with their Live Chat on their website, or use social media, especially Facebook Messenger, you’ve probably had a chat with a bot at least once. This is how artificial intelligence is being used to improve customer service.

The AI system is able to respond to customers’ repetitive questions about price, size, and quantity, as well as present personalized and tailored content more efficiently than humans.

Speech Recognition

Would you like to experience what it’s like to have Jarvis from the Marvel movie “Iron Man”? Well, Jarvis is possibly still years ahead of technology today, but that doesn’t mean it won’t happen.

Our existing artificial intelligence is already capable of speech recognition. Did you know that Siri, Google Assistant, and Alexa all recognize voice commands? The above are just a few of the most popular chatbots that use speech recognition.

In order to execute a command, these Ais recognize the spoken words and/or convert them into the text to be used in the command. Many apps, including Google Maps, Shazam, and others use speech recognition.

Using speech recognition in marketing, how can marketing campaigns benefit? From 13% in 2018, there will be over 55% of households with smart speakers by 2022. Additionally, voice shopping sales are expected to reach USD 40 billion in 2022, up from USD 2 billion in 2018. Considering the above data, it is obvious that using speech recognition in your marketing campaign makes great sense.

Automated image recognition

A world-leading number of brands include Google, Facebook, Pinterest, and Amazon that use AI to identify people and objects in images and videos with a 99.75% accuracy.

When you post photos to Facebook, you may notice that the system automatically tags your friends based on their faces automatically recognized by the system.

The synergy between online content and store visits can be enhanced with image recognition from a marketing perspective. Face-recognition software allows retailers to track in-store visits and associate that data with their online profiles to serve them better during online shopping. Some companies use artificial intelligence to automate push notifications and automatically notify customers with real-time offers, discounts, and personalized messages. As a result, a customer stays in the store longer when there is an interaction between the store and the customer.

Protect the privacy and quality of data

An organization’s data quality and security can improve when AI is implemented fully and correctly. Marketers need access to enormous amounts of data to conduct their business. It’s important to have quality data in a place where Artificial Intelligence can function appropriately to leverage AI.

If you want to avoid issues with data quality caused by problematic data management, make use of a modern data warehouse and all-in-one data management software.

With artificial intelligence, you can acquire more data and prevent cyber attacks from damaging this valuable source of information.

Examples of AI in Marketing

A customized online experience from Nike

By using artificial intelligence, Nike creates a personalized experience for customers. By leveraging the technology, Nike is able to recommend products that are unique to every customer. Additionally, customers can search for products without the need to interact with a person by using conversational language and images.

Using artificial intelligence, Nike personalizes the customer journey extensively, adding a huge value to their business.

Amazon — Shopping recommendations based on your preferences

In the eCommerce marketplace, Amazon continues to set the standard for product recommendations.

IPA — Intelligent Personal Assistant by BMW

BMW’s AI-driven sports cars are equipped with a personal assistant along with AI technology to learn about their drivers and adjust the system and cabin environment accordingly. Various functions such as lighting, climate control, and media can be controlled with this personal assistant. There are also settings for car care, experience modes, etc.

A driver can communicate with their car just as they do with their smartphone with the help of this amazing assistant. It’s a voice-activated guide that automates the process of entering destinations, alerts drivers, and integrates other apps.

Starbucks — Reward Program

In its Rewards Program and App, Starbucks captures prospects’ data through the use of artificial intelligence.

This Rewards Program has proven to be a successful way for Starbucks to establish relationships with its customers. For instance, on customers’ birthdays, Starbucks gives them free coffee. Customers can order their coffee via the app’s voice assistance feature.

Starbucks uses this artificial intelligence to get your buying history and then suggests flavors based on when you bought something when you ordered it, and how you ordered it.

In closing

Since a long time ago, Artificial Intelligence has made tremendous strides, and it is already making a significant impact on marketing. Whether you implement this technology in your business is entirely up to you. One thing is certain: artificial intelligence will dominate the future. It’s imperative to use tools and platforms powered by artificial intelligence (AI) in the coming years if you plan to run a successful online business.

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