By: Amine Bentahar
One of the biggest and most important trends in business today is the steady growth of artificial intelligence (AI). While people often think of AI in terms of the ways it can eliminate menial tasks such as paperwork and scheduling, the fact is that it will soon be touching every part of the business world, if it is not already.
AI is doing more than just providing companies with virtual personal assistants — it is changing marketing as we know it. Digital marketers today are helped by an incredible wave of information that is available from accessible, advanced data analytics tools, providing more insight into consumers as well as how to market directly to them.
As the chief digital officer at Advantix Digital, I have had the chance to be exposed to AI — from the introduction of machine learning to AdWords and optimizing for voice search.
A More Educated Marketing Process
While marketers have always used data as much as they could, the fact is that many ad campaigns still involve a lot of educated guesswork from marketers. However, the growth of AI in the marketing world will allow for more truly data-driven marketing campaigns, where AI will allow data to be more properly used and integrated into each ad campaign.
While companies have gotten increasingly better at collecting as much data as possible, it’s also true that they often have more data than they can actually assemble and use. Advanced artificial intelligence will help to narrow that gap, offering the ability to seek out and identify patterns that will be beneficial for marketers in their campaigns.
From a content standpoint, AI will be better able to track what type of content consumers are most interested in, allowing a website to be “curated” for each individual user. In the digital world, this will increase conversions by offering customers the experience that they will enjoy and get the most benefit from.
A Broader Focus For Marketers
Marketers will be able to look at things through a broader, more big-picture lens with the help of AI. Increased AI use won’t replace marketing teams, it will simply allow them to get “out of the weeds” to focus on big-picture decisions and strategies.
Rather than spending a significant amount of time sifting through data to come up with a strategy, marketers will spend more time applying what has been learned from the data, allowing the most creative marketers to get ahead rather than simply those who are best at crunching data. Marketers will also still be overseeing AI mechanisms to make sure it is capturing and analyzing the right kind of data.
Artificial intelligence will certainly change the marketing world, but as we know, change does not have to be a bad thing. AI will allow marketers to create more educated, personalized campaigns to reach consumers, all while viewing their work through a big-picture focus that will allow them to be more creative. That is how the biggest gains possible will be captured through AI.