The power of AI means leveraging it across multiple digital channels. Companies use it for social media campaigns, automating tasks, processes, and digital advertising.
Beauty brands Sephora is using AI-powered chatbots to deliver personalized customer experiences, while publishers like The Economist are using AI-powered programmatic advertising to target and influence 'reluctant readers'.
One of the most successful and popular to use artificial intelligence effectively is the giant Netflix, which uses the technology to make personalized recommendations based on user preferences and behavior.
So why are marketers using artificial intelligence?
1. Content and image creation
Marketing teams are often under pressure to create content quickly for many purposes and channels. However, creating good content takes time and effort, and a lot of marketers are time- and resource-poor.AI software such as ChatGPT and Jasper has exploded because it helps people to generate content: that’s why they’re called generative AI tools! This could be email subject lines, ad copy, landing pages, blogs, or anything else you need for your content marketing. You can also use AI writing prompts to create catchy headlines and customize content for your audience which drives personalization.
Using these tools saves time and money. However, make sure to read over any content before publishing it live to ensure it has personality and fits in with your brand voice.
“44% of marketers have used AI for content production” AI Marketing Benchmark Report 2023
2. Customer service and support
AI-driven chatbots have been around for a while as a way to communicate with and provide information to customers. When people want to get instant answers to simple queries or interact with a brand, they first go to a chatbot.However, AI has a bigger role when it comes to customers. It can improve customer experience by personalizing content and messaging, anticipating customer needs, streamlining purchasing, and directing queries or concerns to the right department or agent.
48% of marketing leaders say AI is making the most significant difference in how customers interact with them
3. Customer segmentation
Customer segmentation and targeting help you identify and influence your most valuable customers. However, doing this manually can be time-consuming and costly.AI can use algorithms to segment your prospects and customers into groups or segments of people with similar interests, needs, or behaviors.
You can then communicate with and target these segments with relevant and customized messaging that can be adapted and adjusted in real time. Recommendation systems can suggest products, services, or offers that match customer preferences while Natural Language Processing (NLP) can analyze customer feedback and reviews to improve your products, services, or customer experience.
4. SEO
Artificial intelligence has huge potential in the area of search engine optimization (SEO). Search engines such as Google have been using sophisticated algorithms that crawl and index web pages to rank them. Now, AI is becoming further integrated with that process in a way that is changing the world of search even more, through Search Generative Experience (SGE).AI can automate and improve keyword research and content optimization by analyzing user behavior, along with creating meta tags and headings. Marketers can also use it to predict SEO trends, user behavior, and algorithm updates through predictive SEO.
Voice and visual search are becoming more important ways for people to find information, and AI can help optimize both. This can be done by focusing on NLP and long-tail keywords and including relevant metadata on images.
5. Pay-Per-Click advertising
Pay-per-click (PPC) advertising is a form of advertising where you pay when someone clicks your ad. As a strategy, PPC marketing is important as it can attract new customers through targeted campaigns, get quick results, and be easily tweaked and optimized.AI can be used to enhance your PPC campaigns by optimizing:
- Keyword research
- Bidding and targeting
- Ad creation
- Ad scheduling and placement
- Predictive analysis
- Fraud detection
6. Data analytics
With so much data available from a wide variety of channels, marketers can often feel overwhelmed. However, artificial intelligence can process vast volumes of data at speed. This can help marketers gain insights from data, along with using historical data to predict trends and behaviors.AI can also be used to detect anomalies in data and uncover patterns. The combination of AI and data analysis can help drive hyper-personalization. The more you know your customers better, the more targeted you can be in your messaging and approach. In retail, for example, it can be used to manage inventory and optimize customer service.
ChatGPT has excellent data analysis capabilities, especially if you use its Advanced Data Analysis plugin. This enables you to feed a spreadsheet to ChatGPT, and it then helps you to unearth deep insights above the data in your spreadsheet.
Ultimately it’s about using AI technology in data analysis to drive better business insights in a way that works for you.
7. Email marketing
Email marketing is an important part of any marketing strategy as it continues to be an effective way to convert prospects and engage customers. Using AI tools in your email marketing can save you time and improve performance.By using AI in emails, you can:
- Analyze email performance to identify how to optimize your email strategies (e.g. high-performing subject lines)
- Create triggered workflows driven by user actions
- Conduct campaign and workflow analysis
- Craft copy tailored to your audience
- Personalize content to audience segments
- Enable dynamic content
- Perform A/B testing
Did you know? 63% of users trust AI email-generation tools but double-check their work, while 25% fully rely on AI-generated emails