AI (artificial intelligence) refers to the simulation of human intelligence in machines. This wide-ranging branch of computer science is set to transform jobs in marketing - and the industry as a whole - in a lot of ways.
The number of businesses adopting artificial intelligence has grown by over 270% in the past four years, and the global AI market is set to reach $267 billion by the year 2027.
This increase is not surprising, particularly when you consider all the benefits that come with adopting AI technology in marketing.
With AI-powered tools, marketers will be able to automate certain cognitive tasks. They will also be able to spot current trends, as well as predict them for the future, thereby helping to ensure the success of their marketing campaigns.
These are just a few of the ways that AI will influence marketing strategies. Read on to discover 8 more ways AI will change the future of marketing.
One of the main ways artificial intelligence will impact marketing in the future is in content creation.
AI has given rise to a brand-new field known as content intelligence, whereby AI tools offer data-driven insights and feedback to content creators. This means that by creating a continuous feedback loop, marketers will be able to enhance their content creation efforts and yield greater success.
Here are a few ways in which AI is likely to impact content creation in a positive way:
This is great news for beginners who may not be sure of how they are performing in their content creation. AI makes it easier to determine what works and replicates the process for optimal results in your content marketing.
As any marketer will tell you, manual content creation is not only a tedious process but can also be an overwhelming one, particularly when you don't see the results that you hope for.
AI will help to make the content creation process easier and more effective by providing data-driven feedback while creating content, as well as assisting in content profiling, topic inspiration, content accuracy, and more. AI also facilitates the creation of super personalized content which can help enhance your marketing efforts.
Predictive analytics is yet another area where artificial intelligence will change the future of marketing.
AI will better equip marketers to determine future behavior so they can develop more effective marketing strategies or products.
For example, it’s very possible that leading online course platforms will integrate AI so that instructors can better understand what students are doing in their courses and how to improve student engagement.
This will lead to better online courses as a whole and likely create more private label course marketplaces of well-optimized educational assets for sale.
The smartest AI technologies will be able to use algorithms to analyze massive sets of data so they can optimize toward a specific objective. In essence, they will be "prediction" machines - and as they optimize, the machines will learn over time and find ways to improve their results.
With AI-powered analytics, you will be able to drive marketing success in a variety of ways, such as:
These are some of the different ways artificial intelligence will take over predictive analytics in the future. There are, of course, tons more use cases for AI in predictive analytics, but the main ways will be to discover insights, make predictions, and unify your data.
As previously stated, artificial intelligence knows what the customers want, which means it can easily uncover trends and customer insights to enhance advertising efforts.
For instance, AI programs can write headlines, create ads, and push notifications using your marketing language and tone.
Even more importantly, artificial intelligence tools can change parts of advertising in order to personalize it according to the different types of audiences being catered to. AI can do this by including different text, music, images, etc. to meet the tastes and preferences of a particular segment of the audience.
In short, AI programs of the future will likely be able to produce ads that are a lot more effective than the ones created by humans.
Listed below are some of the use cases for AI in advertising:
These are just a few of the ways future marketers will use artificial intelligence to transform all levels in the world of advertising.
Artificial intelligence will also help to improve product recommendations online. With the right AI tools, marketers will have the ability to make timely and improved predictions on what products the customers will buy.
AI-powered recommendation engines will make quick recommendations that are tailored to each customer's needs based on their behavior and preferences.
There are many companies that are already diving into the world of AI-powered product recommendations in eCommerce, and the majority of them are seeing vast benefits, particularly in their bottom line.
Most notable is the giant retailer, Amazon, a platform that receives up to a third of its income from such recommendations.
Here are some ways that an AI-powered product recommendation system can help your business grow:
Product recommendation is a win-win for both the customer and the business. It’s particularly important in eCommerce, and it’s the secret to why some companies sell so much more than others online.
Just keep in mind that it’s crucial to choose the right recommendation engines as they need to be able to process large chunks of customer data with high accuracy. They should also be able to track and profile millions of customers in real-time in order to provide accurate and timely personalized product recommendations. This is crucial for modern commerce, as 80% of customers are more likely to purchase from a company that offers personalized experiences and product recommendations.
Chatbots make use of artificial intelligence in order to hold real-time conversations with users. This is a great way for brands to build credibility and boost engagement, and it’s yet another way AI will improve marketing, and customer loyalty, in the future.
Even when the customer service teams are not available, a chatbot can work around the clock to tend to the needs of online visitors.
There are tons of different ways you can use chatbots to improve customer service in your business, and regardless of your methods, it comes with a ton of benefits.
Right now, customer service via chatbot is the leading application of artificial intelligence being deployed today (It’s 73%, closely followed by marketing and sales at 59%). This trend is set to continue into the future, and it's something successful companies are already adopting now to maintain their success in the future.
Artificial intelligence has already started to facilitate the growth of augmented reality (AR) and virtual reality (VR).
In the future, AI will improve marketing through the use of these realities by providing shoppers with the opportunity to shop for products and customize them in any way they please.
For instance, while shopping for dresses, a customer might try out various colors of the same item to see which one looks best. Or, when shopping for a car, a user might check out the features, or even go for a virtual test drive to get a feel for the car's maneuverability.
This type of technology could also make quite an impact on platforms like YouTube to further immerse users into the content. Not only will this increase watch time and brand affinity for those who embrace it, but it’s likely that it’ll be a better way to earn additional income from YouTube.
There are tons of other ways AR and VR technologies can be used to enhance marketing efforts, such as:
Many brands have started using augmented and virtual reality as marketing tools to help them provide a unique shopping experience to customers, and if you want to find new and unique ways of attracting customers, promoting your products, and increasing sales, then this is something that you should consider adopting, as well.
Artificial intelligence makes email marketing more effective in two major ways: by increasing revenue, and decreasing costs.
AI-powered email marketing tools can help increase the open rates and click rates (among other metrics), making your email marketing campaigns more successful and profitable.
The same tools can also make it exponentially easier to create campaigns that never falter, which brings down the time it takes for your team to produce results for your email marketing activities. Ultimately, you decrease costs and increase revenue, which is every marketer’s dream.
Here are some ways AI can help to make your email marketing more effective:
If any of these use cases outlined above are pertinent to you, then AI-powered email marketing technology is something that could greatly benefit your business.
The bottom line is that with artificial intelligence, you will be able to create optimized email campaigns - from writing smarter emails and newsletters to improving deliverability and optimizing your email outreach efforts.
Voice search is the last item on our list of the 8 ways that AI will change the future of marketing, but it certainly isn't the least important.
With voice search becoming more and more popular, it's not surprising that technologies like AI are being used to enhance the way searching is done online.
There are lots of predictions for the effect voice search will have in this and the coming years, and one thing’s for sure - artificial intelligence will play a major role in how these changes are implemented.
For instance, voice searches are more likely to have action-oriented intent. This tends to lead to informational or transactional searches which can significantly benefit businesses with strong SEO.
The voice search AI systems that are currently available are already impacting the SEO landscape, and there are growing technology innovations that are fueling the rise of searches conducted through voice control.
The biggest challenge for most marketers now is to find effective ways to optimize SEO and prepare for a future of AI-driven voice search.
This may include a dramatic change to web pages with regard to the facet of content they produce. This also includes incorporating a ton of long-tail keywords into web content in order to remain competitive with voice searches.
We’ve come to the end of this article on the 8 ways artificial intelligence is changing the future of marketing.
Now, it's left for businesses that want to maintain their competitive edge to implement these changes into their digital marketing strategies.
From lead generation to content creation, marketing, sales, and customer service - every aspect of your business stands to benefit from implementing AI into your future marketing strategies.
There is no denying that AI is changing the future of marketing, but is it all positive, or will there also be a negative impact on marketing? Share your thoughts in the comments section below!
Ron Stefanski is an online entrepreneur and marketing professor who has a passion for helping people create and market their own online business. You can learn more from him by visiting OneHourProfessor.com