Artificial intelligence has now become one of the staple technologies marketers turn to nowadays. From consumer sentiment analysis and social media analysis to smart advertisement campaigns and automated content generation, artificial intelligence is improving the way marketing is done in many industries. Let’s take a look at how marketers and businesses can use AI to help achieve their goals.
The main goal of using AI in any industry is to automate a certain task to make it more efficient or less time-consuming. Implementation of AI can enable your company to focus more on high-quality customer experience rather than wasting time on moving data from one spreadsheet to another.
Another important reason to implement AI into your operations is to reduce errors in marketing processes. Artificial intelligence systems can perform tasks with greater accuracy than humans and don't require constant supervision or guidance. Human involvement is only necessary when the AI system needs to be retrained or reconfigured to perform a different task altogether.
As AI significantly speeds up the process of creating and managing a marketing campaign and improves the quality and efficiency of operations, artificial intelligence is more likely to result in an increased return on investment than other automation instruments.
If you have an idea for how AI can help your business’s marketing strategy, contact our AI consulting team to start a conversation.
Combined with high-quality data, AI can be a strong tool for market research. Many businesses have had great results after implementing AI into their marketing operations, either by automating existing tasks or introducing entirely new concepts and data. One of the most popular applications of AI in market research is customer sentiment analysis and social media analysis.
Investigations of the business’ core audiences can help improve marketing and advertising efforts by making them more personalized, and making marketing materials ‘speak the customer language’.
Artificial intelligence systems can analyze large amounts of data, like product reviews and social media posts, to extract important insights. Reviews of products on popular online marketplaces like Amazon can be analyzed to see what people like and dislike about competitors' products, which can help create more effective marketing texts and product descriptions.
Analyzing social media can not only help to understand your customers better but also automate social media post generation. Marketing agencies can utilize AI to quickly generate human-like texts in a matter of seconds, making it possible to help more clients.
Segmentation of target groups is one of the cornerstones of a marketing campaign, but there are many other ways artificial intelligence can help personalization efforts.
Popular e-commerce services, like Amazon, already use AI to boost sales. Amazon, for example, uses AI to suggest products you may want to buy based on your shopping history and previous purchases. Other user behavior, like users with similar shopping habits, also influences the ‘Recommended’ section of the website. Personalization efforts like these can help increase conversion rates.
Most online streaming services, like Spotify and Apple Music, use AI algorithms to suggest music and artists a user may like based on their listening history.
One of the most promising AI developments in marketing is the use of artificial intelligence in predictive analytics. Ai systems can analyze historical data, i.e. past events data, and reasonably and accurately infer what performance will be in the future based on multiple factors. These systems can be used for many applications, ranging from advertisement personalization to product suggestions and performance prediction.
AI can help marketers decide which products will be popular with customers and are worth the marketing effort, and which are not. For example, digital media, like video games, can be analyzed using AI to determine how popular a new game will be with players based on factors like its color palette, amount of scene changes, camera movement speed, and others. We have developed a system that does exactly this - it looks at mobile video game footage and determines how popular it will be.
AI-powered personalization efforts usually start from the top-down and offer personalization to individual users rather than groups. Targeting a specific user is a lot more effective than targeting a group of users as every user has their own variations that differentiate them from others in their group.
Personalized advertisement is becoming a reality and is no longer a thing of the future. AI is used to target each individual user and provide them with the ad they are more likely to click, as well as to predict how effective an advertising campaign will be with a certain group of people.
A subset of AI, natural language processing (NLP) which deals with the analysis and generation of human language, can help personalize messages at scale. NLP-based tools can read consumers' messages and use the data to generate a contextual response through natural language generation.
Consumers love brands that communicate in a familiar tone. It creates a sense of friendship and builds loyalty. As a marketer or business owner, you can communicate with your entire customer base in a way that will resonate with them the most without spending hours learning their preferences. We have a detailed guide on how marketers can reap the benefits of NLP which goes into more detail on how AI is already helping marketers transform their strategies.
Creating convincing content at scale can be challenging. Artificial intelligence can be used for both fully automated content generation and aiding human writers.
AI systems have evolved to the point where AI-generated texts cannot be distinguished from human-written text. For example, we have developed an Instagram caption generation app that used NLP technologies to analyze thousands of posts written by real humans in order to learn how people caption their photos. The app takes an image as input, detects objects present in the photo, and outputs an Instagram post along with hashtags and emojis.
This type of system is highly useful for large marketing agencies that manage hundreds of social media accounts and have to generate social media posts at scale. AI can help to create texts which will be indistinguishable from those written by a human.
But where AI shines best is in helping marketers gather information necessary for a content generation or providing smart suggestions to human writers. Similar to customer sentiment analysis, AI can help gather information on what people say about a particular product, and divide it into positive and negative comments which can help in the creation of a convincing marketing text, be it for a marketplace or an online ad. People want to see brands speak their language and understand their wants and need, and AI can help marketers to just that.
Text is not the only way AI can help generate content. There are tools that help with video generation, for example, Synthesia can generate footage without the need for an expensive filming crew, actors, or equipment. AI-generated music, like JukeBox library, allows to avoid copyright issues and provides a truly unique soundtrack. Websites like This Person Does Not Exist generate copyright-free images of non-existent people.
The role of AI in marketing texts extends into email content creation as well. One good example of AI email marketing is eBay, which uses a third-party service called Phrasee and NLP technologies to increase email opening rates by 15 and improve clicks by 31%. In this example, AI is used to optimize the text in the email subject and headline to find the option that eBay users will like the most.
Using predictive analytics, marketers are able to segment their emails, providing the most relevant information to each customer based on their preferences. Hyper-personalized content is quickly becoming the norm in email marketing, putting emphasis on the right tone of voice, the right offers, the right time of day, and the personal touches.
The future of AI in marketing will be determined by marketers' imagination and the rate of innovation. Businesses are already combining AI technologies together to outperform their competitors in the market. Given the state of AI involvement in marketing, it is imperative to understand what is already in use to bring your business up to speed to remain competitive.
The first step in getting started is a conversation with seasoned AI developers which will help to not only outline the needed resources but also help you understand if your business is ready for AI. We at Businessware Technologies have nearly 20 years of experience in software development and have a dedicated AI team for all your needs. Contact us to get your project started!
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