Artificial Intelligence (AI), at its most basic definition, is intelligence exhibited by machines. Products and services ranging from something as simple as Amazon’s recommended purchase feature to the more complex world of robots fall under the umbrella of AI. This level of technology is still evolving, but as it is, can be integrated into business strategies to aid marketers in a variety of ways. Below are the TACK10 Tuesday Top 5 uses for AI in marketing.
1. Save time
Perhaps one of the most obvious outcomes of leveraging AI in marketing is the fact that computers learn at a faster rate than humans do. This naturally leads to time saved performing the rest of the actions listed below. Those who leverage AI services like Google Assistant and Siri, technologies that “speak” back to users asking questions, can lighten the load of daily tasks by allowing AI to aid with research and administrative tasks.
2. Understand consumers better
Amazon’s ability to show recommended products based on users’ previous searches and purchases is a great example of leveraging AI in order to understand consumer behaviour and ultimately deliver to them the products they need and want. As AI continues evolving and marketers can continue using the technology to easily pick apart user data, the content brands deliver to their customers can become elevated and of higher value.
3. Monitor and report analytics
Much like using data to create purchase recommendations, the same type of AI is used to monitor, asses and report on online analytics, removing the need for marketers to do so – something that can be time consuming and ultimately difficult to understand for some. Instead of spending valuable time dissecting this data to ensure they’re pushing out engaging content, marketers can leverage the help of AI to do so, and spend more time creating that engaging content.
4. Facilitate extraordinary customer experiences
In this day and age, all brands have at least one goal in common: to create value for the consumer. One important way of doing so is by creating extraordinary customer experiences, either through excellent customer service, surprise and delight programs and offers, or thoughtful activations that reward current users and incentivize potential customers to explore the brand’s offerings. Leveraging AI to facilitate these activations by allowing devices to communicate with customers can add a layer of surprise and interest, and further immerse consumers in the activation at hand.
5. Create new partnership opportunities
As a brand dives into the use of AI for its marketing strategies and beyond, it is important to take a strategic look at the companies offering these AI services to see where a potential partnership might fit. Partnering with a brand that offers AI products to integrate them across an entire event or campaign can facilitate the extraordinary customer experience mentioned in the above point, leading to more engagement with high value consumers. Accessing AI technology through an industry partnership can also allow a brand to gain access to more information about the people who engage with the them throughout the event or campaign.
As AI technology continues to develop and we start to see more uses for it, it is important that marketers continue taking advantage of these uses as they apply to their brand. Staying on top of emerging technological trends ensures a brand positions itself as an industry leader able to leverage the services that will benefit not only them, but more importantly, their end users.