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How AI enables marketers to work smarter

23 August 2023

Artificial intelligence (AI) is redefining every aspect of marketing, from predictive algorithms that anticipate customer needs to creating customized content that speaks directly to individual preferences. It's allowing us to gain a deeper connection with customers and use intelligent insights to create more relevant, engaging, and effective campaigns.

Marketers can now complete tasks that used to take days, or weeks, in minutes. But it’s not just about speed. AI also enables marketers to get closer to their customers, identifying and using key insights to create relevant, engaging, and effective campaigns.

Let’s explore how marketers can use AI to produce work smarter and unlock greater results.

What exactly is AI?

It’s worth noting that AI isn’t a single type of technology, but an umbrella term that refers to several different technologies. These include the following.

Machine learning (ML)

Machine learning algorithms enable computers to learn and act without explicit programming. ML algorithms can process huge volumes of data, recognize patterns, and make decisions based on those patterns. This makes them instrumental in a range of applications.

Generative AI

Generative AI tools use generative models to create text, images, or other forms of content. All you have to do is enter a simple prompt outlining what you want, and it’ll create it for you in seconds.

Since the widespread emergence of ChatGPT in late 2022, generative AI has become the most well-used and well-known form of AI, with 73% of US-based marketers currently using it in their companies. By 2032, the generative AI in marketing market size will be worth an estimated $22 billion dollars.

Natural Language Processing (NLP)

Natural Language Processing is AI that helps computers understand, interpret, and generate human language. Integrating computational linguistics, machine learning, and deep learning, NLP fuels applications like language translation, voice commands, and rapid text summarization. It’s the technology that powers voice assistants like Siri and Alexa.

Conversational AI

Conversational AI synthesizes human-like conversation by merging natural language processing (NLP) with machine learning (ML). These systems, which are trained on vast amounts of textual and speech data, understand and process human language to simulate realistic interactions.

Since the COVID-19 pandemic, the use of conversational commerce agents has surged by up to 250% across certain sectors, allowing companies to provide exceptional customer service without hiring large teams of staff.

7 ways marketers can use AI

Now that you understand the different types of AI technologies, let’s explore how marketers can use them to enhance their productivity and performance.

1. Social media listening

AI algorithms can rapidly analyze huge amounts of data, such as customer feedback and social media conversations.

Marketers can use these insights to figure out what customers like and dislike. They can also use this information to better tailor their marketing strategies and improve their products.

2. Content creation

Marketers can use AI tools to create written content, images, and videos in a few clicks. AI tools like ChatGPT streamline the time it takes to generate a first draft, allowing marketers to focus on editing and optimizing.

However, marketers should be careful not to rely on AI too much. It’s a useful tool, but humans still need to tell AI what to do, which insights to use, and what style to adopt.

3. Automation and personalization

AI algorithms analyze customer datasets in seconds, providing key insights that allow marketers to understand their customers in detail and automatically personalize their digital experiences.

For instance, AI can optimize email campaigns by adjusting subject lines, content, and sending times to match individual preferences. This increases the chance that prospects and customers will engage with marketing campaigns.

4. Chatbots and virtual assistants

Chatbots and virtual assistants allow businesses to interact with customers 24/7/365. Being constantly available to answer queries reduces friction in the buying process, enhancing the customer experience and increasing conversions.

What’s more, AI chatbots gather valuable data that helps businesses better understand customer needs, enhance products, and personalize communications. Marketers can leverage these insights to tailor their marketing campaigns and stay on top of changing customer trends.

5. Predictive analytics and forecasting

Predictive analytics involves using AI, data, and statistical techniques to analyze past data and predict future trends. For instance, marketers might analyze the impact of seasonality on product sales to determine when they should run special promotions on specific items.

6. Competitive intelligence

AI-powered competitive intelligence allows marketers to monitor both the market and their competitors. It gives them a competitive edge, ensuring they’re always in the know and well-positioned to respond to market changes.

For example, they can monitor competitors' job roles to detect if a competitor is in trouble, going through a takeover, or moving into a new industry. Or, they can track pricing changes to better understand their pricing strategies.

7. Big data and analytics

AI simplifies big data analytics by automating and enhancing tasks that would otherwise be labor-intensive and time-consuming, such as data preparation, data visualization, and predictive modeling.

It allows marketers to rapidly unearth actionable insights, adapting almost instantly to changing market trends.

Prepare for an AI-powered future

AI in marketing is more than a trend, it's a game-changer. Marketers who embrace AI will gain a competitive edge, boost their customer experiences, and increase their company’s bottom line.

At the same time, it’s important to use channels you already own to better boost marketing engagement; channels like business emails. That’s why the best marketers combine AI with a comprehensive email signature strategy powered by Exclaimer.