Why the Future of Artificial Intelligence in Digital Marketing is Interesting

There is no doubt Artificial Intelligence (AI) is taking the world by storm. In future, companies that want to remain relevant must understand its application in decision making and how that will impact on their industry. Already, Google is using AI to improve user experience. In 2015, the company introduced a machine learning system called the 'RankBrain algorithm' that uses AI power to understand user queries and respond with direct answers, just like a human.

RankBrain algorithm also suggests to users’ questions that have previously been asked by other people. It is a classic example of how machine learning and deep learning combine to enhance user experience in accessing information. The modern world is dependent on analytics. This makes data a powerful convergence point for AI and industries like marketing. Over the years, the internet revolution and digital marketing have pushed mass media advertising off the limelight.

Today, modern strategies such as content marketing, search engine optimization and speech recognition are key components of marketing. As such, AI will certainly disrupt digital marketing in various ways and cause it to take a big reap, here's how:

1.   Powering Content Curation and Marketing

In the coming years, AI will disrupt the way companies do content marketing. Gartner estimates that by the end of 2018, AI-powered machines will generate 20% of all business content. AI-based writing programs are not capable of developing opinionated articles such as those relating to political situations or relationships. However, marketers can use them to develop non-opinionated content like market trends, financial or event reports that are based on data and facts. AI programs such as Contentop, WordAi, Wordsmith and Articolo are able to generate such content.

In terms of content curation, AI will help companies to curate relevant content for users online. Content curation has to do with displaying content that is relevant to customers so that they can engage with it better. For instance, Netflix is already using AI to recommend movies to users while Amazon is using AI to make suggestions to buyers based on items that have been purchased recently.

2. Improving User Experience

While many businesses already have live chats on their websites, AI-powered chatbots will be the next big thing. In future, chatbots will enable visitors to engage with businesses and get responses to questions fast because they can handle multiple customers simultaneously. Also, they do not lose patience, are available round the clock and are able to retain customer information. In future, Virtual Assistants such as Watson, Alexa, Siri and Google Assistant will be more intelligent and feature higher functionality. Further, it will be possible for companies to customize recommendations from users’ real time using tools such as customer decision hubs. All these aspects will enrich user experience and make company websites more engaging, valuable and unique in the industries they serve.

3. Enhancing Customer Interaction

By 2020, AI bots will power at least 85% of all customer service interactions, according to Gartner. Further, the IDC FutureScapes 2018 report predicts that more than 90% of consumers will engage with support bots by the year 2021. Based on these predictions, companies need to shift to AI-powered bots to enhance their interaction with customers. At the same time, verbal conversation will replace text messaging and chats during communication between customers and companies. Owing to the need and benefits of having a human touch, it is expected that the demand for voice input will be higher than that of text input in future.

4. Powering Applications with AI

In future, it is highly likely that companies will witness a rise in automation of sales and marketing processes powered by AI. According to IDC FutureScapes, by the year 2021, 75% of all Commercial Enterprise Applications developed will utilize AI. In its 2017 report, the firm predicted that 75% of app developers will integrate AI functionalities in applications by the end of 2018. AI-powered applications will enable companies to make their marketing activities more personal. Companies will have a deeper understanding of their users and will therefore provide better and more targeted responses based on how customers interact with their brand.

5. Predicting Customer Behavior

There will a significant shift in the way companies understand and predict customer behavior. In the coming years, natural language processing will be more instinctive in gauging the intent and mood of customers based on what they write or say when interacting with companies. As a result, companies will optimize sales by understanding consumer behavior and utilizing personalized recommendations and lead predictions. This is because with AI, marketers will be able to track user preference based on their search history and cyber footprints. AI algorithms will also filter market leads, enabling sales executives to target customers who are more likely to buy their products or services and pitch to them in a way that leads to conversions. This understanding is critical for companies to maximize sales and increase efficiency in the entire selling process.