What is the Future of AI in Marketing?

AI is changing the world. 

And with marketing being our world, we're starting to see some massive shifts. With tech like AI, it's never a case of it hitting a wall, at least not soon. Remember, we're only seeing the very start of AI's progress. 

It's not all bad news or good news. With such tech as AI, the whole industry and way of working will likely change. Though change is scary, it does mean unprecedented progress, efficiency, and effectiveness. It also means AI has to adapt to marketers' needs, and marketers have to adjust to this new AI future. 

AI and machine learning revolutionise marketing by removing uncertainty and empowering marketers to grasp modern customers in unprecedented ways. By merging intelligent technology with human creativity, AI marketing facilitates personalised, relevant, and timely communications that deeply engage individuals.

Through the utilisation of AI, marketers can expertly customise messages with precision, and deliver content via preferred channels and devices at the most opportune moments.

As organisations strive to foster a data-driven and AI-focused culture, it becomes vital to equip domain experts with the requisite skills and comprehension of this transformative technology.

Their expertise in their respective fields, along with a comprehensive understanding of AI's significance, plays a pivotal role in the ongoing process of advancement.

But if you're here, you've likely heard all this before. "Be prepared for the AI revolution! Everyone to panic stations!" every second article says. But how can you be prepared if you don't know what the future even looks like?

But want more on AI? Want the down-low from a download? Well, check out our AI-driven growth eBook, here!

Instead of going into depth on the flying cars and self-driving ice cream vans of a far-off AI future, we're looking a little closer to home. Let's jump in. 

The AI-Future of Marketing

Naysaying AI's eventual proliferation into every part of our lives is not the way to go. It's gonna happen whether we like it or not. It'd be like saying "Marketing automation is silly, it's gonna put people out of their jobs" when in reality, marketers just adapted and became far more proficient. 

But that doesn't mean every job is safe. But that also doesn't mean they'll be no jobs. Instead, jobs will evolve. More on this later. 

Marketing automation and AI technologies are unquestionably here to stay, poised to significantly expedite the processes between intent and desired outcomes in the foreseeable future.

AI is set to revolutionise our interactions with content, product discovery, and purchasing behaviours. Imagine this: when contemplating grocery shopping, AI's intelligent predictions will pre-fill your online shopping cart, streamlining the entire experience.

In reality, it is highly unlikely to come across marketers who do not employ AI in any form even at the moment. AI has been putting its claws in you for a while now.

This is mainly due to the plethora of tools embedded with AI features that we seamlessly utilise without even realising it.

Widely utilised solutions for social media and search engine advertising, email marketing platforms, e-commerce systems, and content creation tools all offer functionalities that harness what we commonly refer to as "AI" in the business world.

It is important to clarify that this AI does not allude to the concept of "general" AI—machines capable of thinking and communicating like humans, adapting to any task.

In the present business landscape, including marketing, AI signifies software that aids in specific tasks, such as optimising advertising placements for maximum efficiency or personalising emails to enhance response rates. With exposure to more data, these AI-powered tools progressively enhance their performance.

Shifting Roles Under AI

Does this mean that in the future, AI systems can learn to write better than humans? Market better than marketers? Could they outperform humans in their own professions? Such a scenario would result in massive automation and the elimination of millions of jobs. Scary stuff.

The future remains unpredictable, making it uncertain how substantial the changes will be and how our lives and occupations will be affected. But the answer may be as simple as this: jobs will go, but jobs will change. 

In many cases, the objective of marketing is to reach a vast consumer base, aiming to recruit in large numbers and achieve conversion rates exceeding the average. Yet, marketers face the challenge that numerous present-day strategies are driven by metrics that lack a connection to user targeting and growth.

AI marketing will introduce a fresh mindset that concentrates on growth, engagement, and experiential metrics that extend beyond superficial measures and align with mutually beneficial outcomes.

E-commerce, for instance, will undergo significant automation. Imagine robots navigating through spaces to gather products and process customer orders.

These orders could then be automatically dispatched or even delivered to customers using autonomous drones and vehicles. The significance of salespeople and physical stores will diminish, bringing us closer to scenarios where AI agents representing consumers negotiate with AI agents representing retailers.

One of the most captivating advancements in AI is the emergence of AI salespeople.

These virtual employees assist companies by performing tasks like explaining products and qualifying leads. AI-generated salespeople are computer programs created to undertake tasks traditionally carried out by human salespeople.

Powered by AI and natural language processing, these AI systems interact with customers, analyse data, and perform other functions.

AI-generated salespeople and interns excel in specific roles such as lead generation, customer service, and data analysis. They employ machine learning algorithms to scrutinise data and identify potential customers while utilising natural language processing technology to engage with customers and address their queries.

Marketers must understand how customers are evolving and behaving, as well as how AI marketing can offer assistance. This implies that marketers need more than just creativity and data. They must be prepared to challenge established norms and assumptions, embracing open and curious minds to adapt to evolving standards.

There is no need to fear that robots will eradicate crucial marketing roles. The roles will transform and evolve, and some may be phased out.

However, marketing will always require the analytical and creative prowess of marketing teams. The most important aspect for marketers is to be proactive, constantly update their skills, and stay informed about changes and emerging technological trends.

Marketing, Sales, and AI: A Triple Threat

Harnessing AI in marketing and sales has gained immense significance in today's fast-paced business landscape. AI algorithms, for instance, possess the ability to analyse vast volumes of customer data, unveiling valuable insights into purchasing patterns.

This enables companies to personalise their marketing campaigns and enhance conversions.

By leveraging AI-powered tools like chatbots, predictive analytics, and personalised email marketing, organisations can streamline their operations, extract invaluable insights, and expand their reach.

Through the implementation of AI, companies can generate precise and tailored email messages to different customer segments or industries, thereby boosting the effectiveness of email marketing—an avenue renowned for its high return on investment.

However, in order to fully capitalise on the potential of AI in marketing and sales, companies must invest in training their employees. This involves educating the workforce on how to effectively utilise AI tools and technologies, maximising their potential to drive growth and success.

Adopting new technologies, including CRM systems and marketing and sales dashboards, has historically posed a common challenge for many of our clients.

Nevertheless, improvements in technology adoption and overall growth come when companies incorporate technology integration and AI training into their employee interview and onboarding processes.

To align with the implementation of AI in marketing and sales, companies can commence by defining their goals and identifying the areas where AI can provide the greatest value.

This may encompass tasks such as lead generation, customer segmentation, personalised communication, and prediction of customer behaviour. Subsequently, organisations can evaluate the available AI solutions in the market and select the ones that best suit their specific needs.

Once the AI tools are implemented, it is crucial for companies to establish a continuous training and refinement process for the AI models. This ensures their long-term effectiveness and relevance.

AI vs Digital Marketing

AI-powered technologies are revolutionising the approach marketers take towards their work by simplifying the analysis of extensive data sets and extracting valuable insights from them.

In addition, AI is proving to be invaluable in optimising ad targeting, particularly as certain machines can learn from consumer behaviour and forecast the most effective ads for specific situations.

Furthermore, AI tools can automate repetitive tasks like content creation and social media scheduling, liberating employees' time for strategic planning and unleashing their creative potential.

AI vs Content Marketing

The mantra "Content is king" has long been embraced by marketing departments since the emergence of Web 2.0 and user-generated content platforms, including social media.

However, determining what content holds the royal status and where it should be placed can be a complex endeavour.

Questions arise regarding the frequency, depth, or simplicity of content creation to ensure that it fulfils the objectives of establishing brand identity, positioning as industry experts, and ultimately driving sales and generating leads.

Fortunately, one avenue to explore is leveraging AI. A prime example is Buzzfeed, a prominent content-driven platform that utilises AI across its entire operation.

Roetzer has delved into Buzzfeed's AI-driven approach, which encompasses predicting the viral potential of specific content pieces, recommending relevant content to visitors, and automating routine tasks like keyword selection, categorisation, and personalisation.

What sets Buzzfeed apart as an AI-powered content outlet is its strategy-focused methodology. Every piece of content and user interaction is meticulously measured and optimised to uncover valuable insights that can be applied throughout marketing operations.

AI vs Email Marketing

In the realm of email marketing, success often hinges on fine-tuning subject lines, scheduling, and content to maximise open and click-through rates.

Even subtle differences in language can determine whether an email is flagged as one among the vast sea of 148 billion daily spam emails or successfully reaches its intended recipient at a receptive moment, primed for product recommendations.

Thankfully, a plethora of AI-powered tools are available to help. For instance, Phrasee automates subject line creation, ensuring optimal impact.

Seventh Sense optimises the timing of mailshots for maximum engagement. Additionally, rasa.io simplifies the process of crafting personalised newsletters, streamlining the creation and delivery of tailored content.

AI vs SEO

AI holds the potential to automate certain aspects of search engine optimisation (SEO) and offers valuable insights, but it is unlikely to entirely replace the role of SEO. The practice of SEO encompasses human expertise in comprehending user intent, generating high-quality content, and adapting to algorithmic changes.

Through the utilisation of machine learning and predictive analytics, AI can enhance our understanding of user behaviour and preferences, enabling the creation of personalised and relevant content strategies.

While SEO is a crucial element within the broader digital marketing landscape, integrating AI can contribute to more comprehensive and impactful campaigns.

Regardless of one's stance on the matter, it is evident that AI already plays a significant role in SEO and is poised to continue doing so in the future.

Therefore, it is imperative for businesses to stay abreast of this evolving technology and grasp how it can be effectively utilised to enhance their SEO endeavours.

AI is making a significant impact on search in various ways:

• Improved search results: AI-powered algorithms can analyse vast amounts of data to deliver more accurate and relevant search results, enhancing the overall search experience for users.
• Enhanced user experience: AI enables search engines to understand user preferences and behaviour, allowing for personalised search experiences tailored to individual needs.
• Personalisation: AI algorithms can personalise search results based on user data, such as past search history, location, and preferences, ensuring that the most relevant content is displayed to each user.
• Image and video search: AI technologies, such as computer vision, enable search engines to analyse and interpret visual content, enhancing the ability to perform image and video searches effectively.
• Natural language processing: AI-powered natural language processing (NLP) capabilities enable search engines to understand and interpret user queries in a more human-like manner, leading to more accurate search results.
• Content generation: AI can assist in generating relevant and high-quality content, such as automated product descriptions or news articles, based on data analysis and patterns, streamlining content creation processes.

Overall, AI is revolutionising search by improving search results, personalising experiences, enabling advanced image and video search, enhancing natural language understanding, and even assisting in content generation. These advancements ultimately contribute to a more efficient and tailored search experience for users.

Frequently Asked Questions