Artificial Intelligence: transforming the way marketing is done

Artificial Intelligence is the topic in vogue of all marketers lately, but why? Well, according to a recent IDC study, by 2018 close to 50% of consumers will interact with services that are based on machine learning, and by 2019 investments in these types of services will exceed $31.3 billion. This is just an example why AI is not just a trend; it is a transformation, one that decision makers need to understand to maximize the innovations it can offer their businesses.

The secret lies in the way companies and marketers use their data. Organizations collect millions of data, but very few know how to activate or use this information the right way.  The role of Artificial Intelligence is to give companies more insight into it and suggest new ways to put it to use.  

Some are already taking advantage of these capabilities and we can test them right away: Siri and Cortana, the personal assistants on our phones or computers; the self-driving cars being tested in some places and even Google Translate. In marketing, these advances are even more impressive:  

• Companies and publishers are using Virtual assistants or chatbots. These AI-based services interact with humans via a chat interface.  Travel industry leaders are using them to assist customers on their online purchases or inquiries and publishers are suggesting relevant content about interesting topics.
• Agencies and retailers are using AI to predict user behaviour and increase conversions. They are using AI to enhance their data in order to understand purchase patterns, segment audiences and make 1.1 tailored digital ads. AI also is assisting them in identifying critical touch points in the client’s journey, and even predict how clients will react to certain media stimulus. This type of automation reduces human error, and enables retailers to deliver the correct message, to the correct audience in the correct moment.  
• Publishers and marketers are using Programmatic advertising powered with AI. Integrating AI to publisher websites allows them to understand better their traffic, with a level of granularity that is unprecedented. They are also able to create more advanced segmentations via clusters and offer a more specialized traffic to their clients. On the other hand, marketers are able to buy audiences that resonate better with their brands and with such precision that they create more cost-efficient media buying strategies.
• Business executives, CMOs and CEOs are using AI to make decision making process more robust. The c-level in companies that have implemented Ai technology are one step ahead of their competitors. AI has the ability to predict, for example in Poder.IO we are predicting with a level of certainty of 85% for future events of our clients. This gives them the capacity to anticipate to the market, and even become trendsetters if they take the correct path.

Most industries can benefit from applying AI to their sales and marketing data in order to generate more precise actions. At Poder.IO we have deep dived into some industries and have already amazing results in sectors like: Tourism, CPG, Retail, finance and publishers.

Do you want to discover which are the main advantages of implementing AI in marketing in these industries?  Discover it in the free e-book: The Magic of Artificial Intelligence in Marketing by Poder.IO