Today, marketers need to be agile, intuitive and strategic to thrive. In future, they’ll need intelligence, of the artificial kind. Artificial Intelligence (AI) is changing how we market forever. AI is the ability for computers to process data and make decisions based on that information. It can solve complex problems, identify patterns in data and learn from new information. AI uses Machine Learning algorithms so that computer programs can learn as new information becomes available. Marketing programs are using AI in everything from audience segmentation and targeting, to content creation and social media optimization. Let’s explore how businesses are using AI in marketing today.
NOTE: This article was written with the support of Writesonic. In fact it should take credit for about 60% of the content you read in this post. I wanted to make a case in point and test out the options. I read about the options from this article: 31+ Best AI Writer: Free AI Writing Assistant [July 2022]. That article was pointed out to me by a friend on LinkedIn. If you read that thread on LinkedIn you will see that that start of it is a similar case in point – I was trying to automate some content publishing functions. As you can see this topic is very much top of mind and that’s because a lot is happening in this space. In this article, I took the copy that was produced by Writesonic and tweaked it, exactly as my friend suggested and I was left feeling inspired and not that I was cheating. You be the judge on how it worked.
Why Is AI in Marketing Important?
For decades, marketers have been using data to inform their strategies, but manual, human-led processes are limiting. Manual processes aren’t scalable, and it’s difficult to get the level of precision that an AI solution can offer. AI offers marketers a chance to automate and increase the effectiveness of their strategies by creating the right technology to meet their unique needs. There’s evidence to suggest that AI adoption in marketing will increase significantly over the next few years. Past reports from a CMO Survey indicated that 41% of marketers were planning to increase their AI spending in 2018. The same report predicted that AI adoption in marketing will grow globally by 5X, with $37 billion being spent on AI in 2020. Considering it is now 2022, you’d expect that to be borne out and a quick search finds many studies corroborating that, like this one: AI Marketing Adoption: A 5-Step Guide | Emarsys.
Audience Segmentation and Targeting
One of the best uses for AI in marketing is audience segmentation and targeting. AI helps marketers create more personalized marketing campaigns by segmenting their audience and targeting specific groups. For example, AI can help marketers identify which customers are more likely to buy their products. Some marketing software can automatically collect data about customers, campaigns or website visitors. That data can then be used to build customer profiles. Other marketing software can use your existing customer data to create audience segments. AI can also be used to explore your existing customer data to find patterns that can be used to create audience segments.
With AI, marketers can use technology to help with this task, as I have. This could significantly reduce the time and cost of creating content. A few ways that AI can be used to create content include:
- Sentiment analysis – AI can help analyse the sentiment of your current content to provide insights that can be used to create more effective content.
- Automated journalism – AI can be used to create articles based on what’s happening in the world, or on topics you want to cover. This technology can be used to create weekly or daily content without the need for human intervention.
- Automated content curation – AI can be used to collect, organise and publish content from various sources. It can be used to maintain your social media channels and from the video at the end, you can see how the tool can be used to arrive at SEO optimised material that is useful for attractive and relevant post titles.
What I fear is that authenticity and originality is lost. And what about the nuanced perspective that you get from deeply personal insights in a specialist topic in which you have deep experience – can AI ever replace that?
I think that as long as you use it to support your writing and not in place of, this could be a winning combination. One I am willing to try and evolve with.
Artificial Intelligence has been around for a long time and has always been used to automate repetitive tasks, but only recently has it been used to replace the most creative tasks in marketing such as content creation. With AI playing a significant role in marketing, there is no doubt that it will change the industry forever and it will be difficult for marketers to ignore this technology. Check out a video demo below of the very same function I used to create the basis for this article.