Artificial Intelligence in Marketing: How to Use AI to Increase Efficiency

In the face of rapidly developing technologies, marketing is inevitably evolving, integrating the latest tools into its work. One such powerful tool is artificial intelligence (AI), which is fundamentally changing approaches to brand promotion and audience interaction. If, until recently, AI in marketing seemed like something from the distant future, today companies of any size are using it to optimize their processes and increase the effectiveness of their campaigns.

Why is artificial intelligence needed in marketing?

AI not only simplifies routine tasks such as data processing but also allows companies to predict customer behavior, create personalized content, and improve the customer experience. The main value of AI lies in its ability to quickly analyze huge amounts of data, find hidden patterns, and based on them create the most relevant offers for the target audience.

Examples of AI in Marketing

#1 Personalized Content and Recommendations

One of the most popular ways to use AI is to personalize content for users. Think about product recommendations on Amazon or Netflix. These platforms use complex AI algorithms to analyze customer preferences and purchasing behavior, allowing them to suggest products and content that are likely to interest the user. This increases the likelihood of a purchase and keeps customers engaged for longer. For example, Gartner research has shown that companies that have implemented personalized strategies have increased their revenue by 15%. Using AI for automated audience segmentation allows for considering many more factors: purchase history, website interactions, time of activity, and even social media analysis.

#2 Chatbots and Virtual Assistants

Artificial intelligence is actively used to create chatbots and virtual assistants that help companies improve customer service. For example, Sephora uses AI-powered bots on Facebook Messenger to suggest beauty products based on the user's preferences and requests. Virtual assistants work 24/7, providing instant support and answers to customer questions. This not only saves the company resources but also increases customer satisfaction by quickly resolving issues. It is predicted that by 2025, 90% of all customer interactions will be through AI-powered bots.

#3 Data Analysis and User Behavior Forecasting

A key aspect of using AI in marketing is the ability to analyze large amounts of data and make predictions based on user behavior. For example, Coca-Cola uses AI to analyze social media posts to understand how consumers perceive their products and adjust marketing strategies in real-time. Platforms like Google Analytics are already actively integrating machine learning to create predictive models that allow marketers to more accurately plan campaigns and avoid unnecessary spending on ineffective promotion channels.

#4 Ad Optimization and Media Planning

AI can automatically adjust advertising campaigns on various platforms such as Google Ads or Facebook Ads with minimal human involvement. Algorithms analyze which ads work best for different audience segments and redistribute budgets, ensuring the maximum return on investment. A notable example is Starbucks, which uses artificial intelligence to analyze customer purchasing data through its mobile app. This allows the company to accurately target personalized offers and discounts, increasing the average check by 20-30%.

#5 Creating and Testing Creative Solutions

In traditional marketing, A/B testing of different creatives can take weeks or even months, but AI can speed up this process. For example, the Adext AI platform uses machine learning algorithms to automatically test and select the best performing ad variations in real-time. AI also helps in content creation. Some companies are already using text, video, and image generation technologies powered by AI. For example, AI solutions can generate headlines, write social media posts, or automatically create ad banners based on user preferences.

Real-World Examples of AI in Marketing

#1 Online Bedding Store

To reduce customer wait times and increase average order value, the company implemented SaluteBot. This chatbot automated responses to common questions about product availability, order status, and payment methods, reducing wait times and decreasing customer churn. By introducing cross-selling and personalized offers based on purchase history, the average order value increased, and the conversion rate of inquiries into orders grew by 15%. The bot also actively informs customers about discounts and promotions through social media and messengers, helping to maintain a high level of engagement.

#2 AI in Sales Analytics for Harley-Davidson

Harley-Davidson used albert.ai to analyze data on its potential customers and improve sales efficiency. As a result of implementing Albert, the company was able to increase the number of leads by 2930% in the first three months. This was made possible by data analysis and the automatic generation of the most effective advertising campaigns.

#3 Coca-Cola's AI Campaign

Coca-Cola introduced an innovative system for collecting data on consumer preferences by installing vending machines in the US with a beverage customization function. By analyzing the chosen flavor combinations, the company gains valuable information for developing new products. This approach minimizes the risks associated with launching new products and increases their success.

#4 Automation of Ad Management at FxPro with SplitMetrics

FxPro, a trading app, using SplitMetrics Acquire, reduced the time spent managing campaigns by 2-3 times, thanks to automation and support from a Customer Success Manager. But most importantly, the use of the AI platform SplitMetrics allowed for a significant increase in campaign efficiency, reducing the cost of customer acquisition by 55%.

#5 Klarna Saved 37% of Marketing Budget with AI

Klarna, a Swedish fintech company, managed to reduce its marketing expenses by 37% (their annual marketing and advertising budget is $10 million). Thanks to the implementation of AI services such as Firefly, Midjourney, and DALL-E, Klarna generated over 1000 images for personalized advertising campaigns.

Conclusion

AI is revolutionizing the marketing landscape. It’s no longer just a buzzword; it's a powerful tool that's shaping how businesses connect with customers. From automating mundane tasks to uncovering hidden insights in vast datasets, AI is transforming marketing into a data-driven, personalized experience.

Companies that are early adopters of AI are reaping the rewards. They're seeing increased efficiency, better customer satisfaction, and a competitive edge. But it's not just about technology; it's about a cultural shift. Businesses need to be ready to embrace data-driven decision-making and be open to experimentation.

In short, AI is making marketing smarter, faster, and more customer-focused. It's the future of marketing, and those who don't adapt will be left behind.