The Growing Role of Artificial Intelligence in Marketing

The Growing Role of Artificial Intelligence in Marketing

Jeremiah Browning

Thu, July 9

The concept of artificial intelligence has taken many shapes in our minds over the years. At times it has seemed like a distant possibility akin to what we see in sci-fi films. More recently, it has come to light as a very real form of technology with virtually unlimited growth potential. We labeled AI “The Future of Technology” in a blog post this past spring, acknowledging its vast potential but also conveying that how exactly AI will affect our lives remains at least somewhat unknown. Challenges remain in the improvement of AI, such that while we can guess at what might become its most vital or impressive functions, we can’t quite know for certain.

There are some areas of our lives in which AI is already making a significant impact, however, and one is in marketing. As intelligent technologies continue to improve and find new applications, there are now various ways in which they can help companies to gather and make use of insights about their target consumers.

AI-Driven Customer Service


What’s the Idea?

How a company speaks to a potential customer, or even an existing one, can sometimes be the final step in securing business. Does the customer feel adequately assisted, without being pushed? Was help readily available if needed? And perhaps most important of all, did the customer feel personally catered to while browsing or making a purpose? These are important questions for any business to address, and AI can help yield positive answers.


How AI Can Help

AI can actually help in multiple ways where this topic is concerned, but the most important of them is chatbot integration. ClickZ’s look at AI chatbots covered this very idea, pointing out that intelligent chatbots are proving to be effective in facilitating personal interactions even with increasingly massive pools of consumers. Essentially, companies today tend to gather troves of data about various consumer markets and even individual customers. And that data, in turn, can be used by an AI chatbot to design a personal approach that directly meets each customer’s needs. In effect, chatbots can ensure that each individual customer is marketed to in a direct and unique manner.

Smart Device Insights


What’s The Idea?

Above, we mentioned that companies today are gathering troves of data about consumers. This is done through various means, but AI can be of assistance here as well — particularly given just how many “smart” devices there are spreading through modern society.


How AI Can Help

Basically, better circuit technology is clearing the way for increasingly capable devices in increasingly smaller packages. A write-up on power delivery systems by Altium conveys why this is significant to the development of AI, explaining that a better PDS can essentially put the capability of a supercomputer into a range of smaller products. This is in part what has led to the explosion in interactive, intelligent products: speakers with smart assistants, Bluetooth beacons in stores, in-car automated assistants, and so on. These devices pack enough power to support wireless cloud connectivity and intelligent actions, and in many cases they can actually be used to help acquire data. An expanding network of intelligent devices can effectively serve as a system for gathering consumer insights.

Content Strategizing

What’s the Idea?

Somewhat like customer service, an effective content operation depends on speaking to consumers in an informed manner. Already, companies today go to great lengths to curate written and advertorial content that is not just appealing or effective on its own, but which is designed to hit target markets. AI can essentially streamline this process.


How AI Can Help

Forbes’s explanation of the perks of AI as it relates to content does a nice job of summing up the benefits, basically by pointing to how much goes into any company’s content generation today. From keyword placement, to SEO, to research and personalization, there’s simply a lot to consider beyond the actual writing of he content. In virtually all of these respects, however, AI can help get the job done. Tools for gathering consumer data, analyzing industry trends, assessing keyword effectiveness, and more are becoming more widely available. This allows for more quickly and comprehensively optimized content marketing operations.

In all of these areas, AI is already beginning to alter the landscape of modern marketing. It will only continue to do so moving forward.




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