Artificial Intelligence in Marketing - How is AI Changing Marketing Today?

Artificial Intelligence in Marketing - How is AI Changing Marketing Today?

Maciej Maziewski Maciej Maziewski

Maciej Maziewski

Data Research Analyst at Forbes Advisor

发布日期: 2021年2月4日
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AI has an immense impact on your everyday life. AI assists you whether you're listening to your favourite music app or looking for driving directions. So, how is AI used in helping to improve marketing strategies?


What is AI marketing? It is a method which takes advantage of technology such as big data analytics, algorithms, machine learning and other processes to improve the customer journey. AI helps to gain insights into your target audience and eliminates the guesswork involved in customer interactions (Hall, 2019). The marketing and sales department benefits the most from integrating AI technology, as 79% of respondents witnessed an increase in revenue by 5% or more when using AI (Statista, 2020).

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How has AI integrated into marketing?


Facial Recognition

We can see that retailers effectively use facial recognition, as Cloverleaf a retail tech company based in San Diego uses facial recognition in its shelf-display. The shelf-display is equipped with optical sensors which collect data on customers demographics and scans the shopper's faces to assess their emotional reactions to the products. The closer the shoppers are to the display, the more personalised the content becomes (Kietzmann, Paschen and Treen, 2018). This technology can help to personalise customers experience. Facial recognition could recognise frequent shoppers upon entry. With this information, the retailer can send out personalised deals and emails (Mannino, 2020).


Chatbots

LEGO has utilised a Facebook Messenger chatbot called 'Ralph'. The chatbot is a new way to engage with customers by guiding them through a series of questions and send the best gift recommendations (Lego.com. 2017). Furthermore, 57% of executives agree that conversational bots can deliver a large ROI for minimal effort and 43% reports that competitors are implementing the technology (Srinivasan, Nguyen and Tanguturi, 2017). With the rising demands from customers, chatbots can increase productivity and reduce costs as over 50% of customers expect a business to be opened 24/7 and 65% prefer to use a messaging app when contacting an organisation which can be the perfect channel for a chatbot (Oracle.com, n.d).


Content Curation and Generation

47% of marketers say that producing content at scale is one of the biggest problems they face (Adobe Blog, 2019). AI systems learn from data and make data-driven predictions, helping marketers to understand customers and create audience-specific content. 56.5% of US CMOs use AI in their marketing strategies for content personalisation purposes (Smart Insights, 2020). AI can take customer experience to a whole new level. The technology allows to tailor content which is sent to individual customers; this process would be too time-consuming if done manually (Chalmers, 2018). AI content can help to engage with the audience as 70% of millennials are frustrated with brands sending irrelevant emails (SmarterHQ, n.d)


The impact of AI in marketing is immense. The future of AI technology can help marketers to target consumers and create a more personalised user experience. AI has eliminated the time-consuming aspects of marketing with the use of bots to initiate conversations with customers and guide them through their customer journey.


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