What does the phrase “artificial intelligence” mean to you? Do you conjure the thought of scary robots or sentient computers making decisions for your organization without your control? Will artificial intelligence (AI) augment or replace most jobs, tasks, and responsibilities human workers currently perform? Can artificial intelligence benefit mankind in ways not yet imagined? Is artificial intelligence truly “artificial”? And what does the rise of AI mean for marketing and business?
Understanding Artificial Intelligence (AI)
Artificial intelligence (AI) is a rapidly changing field that incorporates technology to develop machines (including computers) to perform tasks typically requiring direct human involvement. AI systems incorporate analytical data, complex algorithms, and advanced computational power to mimic a human response to a given situation.
AI’s objective is to provide answers to human challenges quickly and accurately. Although AI has been a concept for decades, recent technological advances have brought it to the forefront. AI may represent the wave of the future in many areas of human existence, including how organizations market their goods and services.
How Is Artificial Intelligence Changing Marketing?
Most organizations have embraced an online/digital marketing strategy. They generally understand the importance of utilizing a website, various social media channels, and other technology platforms to create visibility and connect with existing and prospective customers.
AI provides a broad range of marketing applications that streamline a digital campaign. For example, AI can assist with personalizing content, lead generation, and analyzing customer habits. More businesses than ever are turning to AI to help with their marketing approaches.
Today, AI allows organizations to automate routine tasks, improve the customer service experience, and, perhaps most importantly, improve targeting and market segmentation. You no longer need to waste precious time and resources on ineffective marketing campaigns.
Businesses enjoy using AI because it improves productivity, boosts efficiency, and offers insight into customer habits. Predictive analytics represents the move by organizations to incorporate AI into understanding industry trends or customer behaviors using existing historical data.
However, AI has limitations. It may not be the optimal solution for every marketing situation, and it might have a built-in bias. AI also raises questions of transparency with customers regarding data usage, security, and sensitivity (as well as ownership of digital intellectual property).
AI In Marketing
Artificial intelligence is already impacting marketing activities. Most online applications incorporate AI features, whether or not the end user fully understands them.
AI Assistants
An AI assistant (e.g., chatbot) can answer common customer questions or fulfill orders without human interaction. Many websites use an AI assistant as the first point of contact with the customer.
Content Generation/Copywriting
Quality content is vital to conveying a successful message. AI writing and editing tools allow an organization to create valuable content with minimal human intervention.
Customer Engagement
Most online users actively connect with preferred brands through various channels, including websites and social media. AI augments this customer behavior by streamlining communication mediums.
Idea Generation
How does a marketer develop fresh ideas to promote their goods or services? AI tools (such as Perplexity AI, Clearscope, and MarketMuse) open a world of possibilities you may not have considered.
Image, Video, & Audio Content
Visual and audio content impacts many customers in ways that text alone cannot accomplish. AI-powered solutions allow a marketer to access these forms of content efficiently and effortlessly.
Machine Learning (ML)
Problem-solving has never been easier with AI. Machine learning allows marketers to develop focused lead generation, ad targeting, and search engine optimization (SEO).
Sales Automation
Many customers prefer a personalized service experience. AI can accomplish this objective by generating marketing campaigns to build loyalty through targeted outreach and engagement activities.
Search Engine Optimization (SEO)
SEO allows an organization to achieve visibility in a crowded digital frontier. AI-driven tools enhance content for SEO purposes to guarantee online marketing efforts rank highly in search engine results.
Trend Analysis & Forecasting
To remain competitive, an organization must understand industry trends. Cutting-edge AI tools allow marketers to analyze data and make forecasts by identifying patterns and potential outcomes.
Voice Recognition
Marketers can integrate voice recognition technology with products and services to provide accurate information and customize results. Most Americans now use a voice assistant, such as Siri or Alexa.
What Is Google’s Response to The Shift In Marketing Due To The Rise Of AI?
Google remains the world’s #1 search engine. However, AI is transforming how an average user engages with online content. To stay at the forefront of the digital experience, Google has retooled its search engine to incorporate AI responses to user inquiries. AI tools are helping Google users find the correct information faster than ever. Whether Google will decline due to the rise of AI on other platforms (such as ChatGPT) remains to be determined.
Why An Authentic Personal Touch Still Matters In Your Marketing Plan
Fostering meaningful relationships with customers builds trust and increases loyalty. In many industries, customers expect a service experience that offers a genuine connection, not just an impersonal transaction. Many customers also want organizations to empathize with their concerns. After all, they are coming to you because you offer a service or product they hope will address a need.
Marketers who realize the value of incorporating ways to add a personal touch to the customer service experience will have an advantage over the competition. AI can complement a personalized marketing strategy by gathering relevant data to better understand customer needs and behaviors. Ultimately, the measures you integrate to help your customers feel valued will resonate with them.
At Art Unlimited, we help you develop an effective marketing strategy for your business using AI tools blended with a personalized approach. Securing new customers matters when expanding your reach, but satisfying existing customers is also crucial to your bottom line. We identify areas for improvement and work closely with you to implement and manage the tools you need to achieve your goals.
Contact Art Unlimited today to schedule your free marketing consultation.
