- What does AI actually look like for marketing?
AI is set to transform the way that we do business, interact and sell in the years to come. This innovative technology offers a wealth of advantages to businesses looking to do more with less budget and increase efficiency across the board. But, in terms of the reality of integrating and using it, what does AI actually look like for marketing?
AI has almost limitless potential and can be innovated continuously to help meet challenges as they arise. These are just some of the ways in which it has relevance to the marketing world.
Businesses like Amazon are already using AI to deliver relevant and personalised product or content recommendations to customers. Customer profile information and data is combined with AI driven clustering and data analysis to adapt to preferences and behaviours to produce recommendations that are relevant in real time.
AI driven search engines use techniques, such as semantic search, to making searching smarter, enabling more relevant results and recommendations of ideal products even if customers don’t know what they’re looking for.
Although still a developing technology, visual search is a very credible alternative to text based product searching. It is made possible by AI image recognition and analysis and has a wide range of uses, such as personalising the shopping experience.
Developments in language processing have given brands the ability to refine social listening to better inform marketing campaigns. In particular, AI driven sentiment analysis has been very successfully used to spot issues arising on social media that can be dealt with before they escalate into a brand reputation problem.
AI has made dynamic pricing much more effective and accurate – this can not only be used to analyse what a customer might be willing to pay but also whether they will be receptive to offers. AirBnB is a great example of dynamic pricing in action.
With the arrival of AI, the marketing world now has access to accurate predictive analysis. This uses data analysis to predict future trends to improve customer service and experience in a way that could previously only be done retroactively.
Although there’s still clearly some work to do on application, many brands are already using chatbots and conversational AI to improve customer service and integrate voice-enabled devices for better brand interaction.
AI has made the use of augmented reality possible in marketing, enabling the integration of physical surroundings and creating new ways to develop interactive shopping.
Audience segmentation is becoming increasingly essential in marketing. However, thanks to the influence of AI this doesn’t have to be static, as machine learning can adapt it to take into account how human behaviours are always changing.
These are just some of the ways in which AI is already influencing marketing. If you’d like to find out more about how this could affect your business in future, get in touch.