If you thought digital marketing was a revolution, brace for the impact that AI is about to unleash on the entire marketing industry.
Marketing pundits believe that it’s going to forever change the face of marketing. Experts have even coined the term AI marketing to refer to digital marketing that uses AI tools to facilitate its processes. As this integration matures, digital marketing as we know it will cease to exist.
AI marketing will emerge in its place. A smarter and more agile model of marketing where human intuition and nuance will join the speed and efficiency of AI to create a more optimized marketing industry.
In this article, we discuss three main trends that are headlining this revolution.
AI Technologies Most Relevant in Marketing
To streamline your marketing processes with artificial intelligence, these are some of the technologies that need your main focus.
- Machine Learning: ML algorithms analyze large volumes of customer data to identify patterns and make predictions. In marketing, ML is used for predictive analytics to create more personalized recommendations and optimize marketing on the whole.
- Natural Language Processing: NLP tools allow machines to understand human language and conversation. The biggest impact of NLP advancement has been in text content generation, chatbots, and sentiment analysis.
- Chatbots and Virtual Assistants: These technologies are used in marketing to improve customer services and user experience.
- Predictive Analytics: AI supports predictive analytics by allowing vast amounts of data to be studied and analyzed at supersonic speeds to generate data-based insights and predictions that businesses can use to inform their decision-making.
- Personalization Engines: Businesses can create hyper-relevant experiences using AI-powered personalization engines that generate optimal user experiences based on each user’s preferences, interests, and behaviors.
Brands like Netflix and Spotify are leading examples of creating hyper-personalized experiences for their consumers. Levis uses AI-driven predictive analytics to inform their pricing and more. Sephora uses AI-powered virtual assistants to provide online beauty consultations.
As AI gains deeper ground in marketing, we’ll see even smaller businesses leveraging AI’s capabilities to create competitive marketing processes.
3 Leading Trends of AI Marketing
The promise of AI in marketing is becoming increasingly evident as it delivers impressive results in three key areas.
Intelligent Content Generation
Content creation under AI has not only become rapid — it has also become smarter. Brands are using generative AI tools to create all kinds of unique content, including text, images, videos, sounds, and more.
Tools like ChatGPT have made it possible for writers in marketing to fully integrate AI into their day-to-day tasks. Copywriters are using these tools to generate blog titles, email subject lines, optimized metadata, and even full-on blog articles.
Graphic designers are increasingly relying on AI-powered logo makers, image generators, or AI editing tools, to kickstart and perfect their brand-building activities and optimize the overall design process.
Video generation tools are also empowering businesses to create all kinds of promotional video content for businesses. Peech and Runway are examples of such tools where generative AI lets you create entire videos from either simple prompts or by repurposing longer video content.
AI audio tools are also letting their importance show. You can use these tools to narrate video scripts or generate text-to-audio content for your corporate needs. These tools give you a large variety of audio avatars to choose from. You can pick your choice of tone, accent, flair, and style to best suit your marketing needs.
Atomic Content Personalization
AI-driven personalization in marketing refers to using data to understand consumer behaviors, patterns, interests, and preferences to create personalized experiences that are specific and relevant to them.
Netflix’s recommendation engine is a superior example of how this works. Its algorithm learns what a user likes and not only suggests similar shows that they are highly likely to watch but goes a step further and creates a hyper-relevant recommendation list where everything from the hero image of a given show to its box art is custom-modified to match their preferences and pique their interest.
Netflix’s recommendation tool is so successful that almost 80% of what people see comes from the recommendation algorithm.
AI further facilitates personalization efforts by utilizing modular web pages. A modular web page is one where each section of the page has multiple versions. A set of X different titles, X different intros, and X number of items on the bulleted list. What you see on the page depends on what you like, your digital behavior, interests, and preferences.
Somebody looking for just basic information about the topic may land on the page and see Title A, Hero Image B, Intro C, and bullet list version F. Another user with different goals and behaviors may land on the same page and see Title B, Hero Image A, Intro A, and list version C.
By creating such hyper-relevant dynamic content, AI ensures that when you market a service or a product to the user, it has gone through a process of customization so specific that the experience is successful for the user and the brand.
You could argue, and you’d be right, that both the trends we’ve discussed above fall into the category of marketing optimization. So why talk about it as a separate factor leading the charge?
The truth is, while content generation and personalization do play a role in marketing optimization, they aren’t the sole factors.
Looking at marketing optimization with a much broader lens, you can see that AI plays a more comprehensive role here.
– It can measure the success (or failure) of any given marketing campaign.
– It can conduct A/B testing for your campaigns; and
– Tell you exactly what factors contributed to its success or failure.
You can use this information to make more informed decisions in the future. If you run a salon business, for example, you can use AI-powered insights to target specific customer behaviors — running a discounted hairstyling promotion right at the start of the humid weather or stocking up on certain manicures during holidays — through your salon promotions.
From large enterprises to smaller service-based businesses, AI can power up your social media management, online advertising, email marketing, and more.
Making the Most of AI in Your Marketing
How you leverage AI to its fullest potential in your marketing depends on your specific campaign goals, larger business objectives, cost constraints, and available resources.
To make the most of it, ease into AI integration.
Instead of running headlong into the newest trends, take advantage of free trials offered by almost all AI-powered tools and figure out the ones that work the best for you. Since more and more AI tools are now emerging in the market, the process of choosing has become easier. You can now take your pick, and work with the most relevant technologies.