How to Use AI to Boost Your Marketing Career

Continuing the series on how different industries are impacted by AI and how you can navigate...

AI is changing the world of marketing, creating new opportunities and challenges for marketers. Whether you are a beginner or an expert, a freelancer or an employee, a generalist or a specialist, you need to know how to use AI to boost your marketing career.

Why AI is Important for Marketing and How it Can Help You

AI is the use of computer systems that can perform tasks that normally require human intelligence, such as:

• Data collection, analysis, segmentation, and targeting
• Content creation, social media management, and customer service
• Optimization, testing, and measurement

AI is important for marketing because it can help you to:

• Automate tasks that are routine, repetitive, or time-consuming, which can save you time and cost
• Assist tasks that are complex, challenging, or uncertain, which can improve your performance and outcome
• Innovate tasks that are creative, dynamic, or novel, which can create new opportunities and services

AI can also help you to:

• Enhance your creativity and productivity, by providing you with insights, suggestions, or feedback
• Expand your reach and influence, by connecting you with more customers, partners, or platforms
• Elevate your value and reputation, by showcasing your skills, results, or achievements

How to Use AI in Marketing with Real-Life Examples and Tools

There are many ways to use AI in marketing, depending on your goals, strategies, and tools. Here are some examples of how AI is used in marketing in real life, and some tools that you can use to implement AI in marketing:

• Segmentation and Targeting: AI can help you to segment and target your customers based on their behavior, preferences, or needs, using techniques such as clustering, classification, or recommendation systems. For example, Netflix uses AI to segment and target its users based on their viewing history, ratings, or genres, and recommend them personalized content. Some of the tools that you can use for segmentation and targeting are: Segment, Optimove, Dynamic Yield.
• Content Creation: AI can help you to create content that is relevant, engaging, or persuasive, using techniques such as natural language generation, image generation, or video generation. For example, The Washington Post uses AI to create content such as headlines, summaries, or articles, using its own AI tool called Heliograf. Some of the tools that you can use for content creation are: Lumen5, Phrasee, Jasper.
• Social Media Management: AI can help you to manage your social media presence, such as posting, scheduling, or responding, using techniques such as natural language processing, sentiment analysis, or chatbots. For example, Starbucks uses AI to manage its social media accounts, such as posting personalized offers, responding to customer queries, or engaging with fans. Some of the tools that you can use for social media management are: Hootsuite, Buffer, Sprout Social.
• Customer Service: AI can help you to provide customer service that is fast, convenient, or satisfying, using techniques such as natural language understanding, speech recognition, or conversational agents. For example, Domino’s Pizza uses AI to provide customer service, such as taking orders, tracking deliveries, or answering questions, using its own AI tool called Dom. Some of the tools that you can use for customer service are: Zendesk, Intercom, Drift.