AI marketing uses techniques such as machine learning to improve customer experiences by making individualized offers in real time. The organizational benefits of AI marketing come from automating large-scale, repetitive tasks allowing leaders to refocus resources toward areas such as planning and creative messaging.
How will AI marketing change your company’s marketing approach? I recently had a chance to ask Brian Solis, a Principal Analyst at Altimeter. He is widely viewed as a futurist and business strategist who has helped companies create new media strategies and frameworks. I hope you find our exchange below as compelling as I did.
How will marketing evolve in the age of artificial intelligence?
SOLIS: AI marketing is the next big thing. It will shift brands away from marketing automation toward personalized experiences (finally!). But there’s a great irony here in that artificial intelligence is needed to humanize marketing. Thanks to mobile, social, real-time tech, consumers are always on. With the prevalence of on-demand apps and services and the influence of social media in how people connect, share and communicate, consumers are also becoming more demanding and (accidentally) narcissistic. They want things now. They’re increasingly impatient. They want engagement personalized. And they want new and exceptional experiences.
This is nothing new. Digital marketers have witnessed this incredible shift over the last 10 years. Experts have long talked about the need for personalization, cross-channel and omnichannel integration, responsive/adaptive design and dynamic engagement. But after all of this time and progress, there’s been little innovation in marketing to better engage consumers in ways that they expect and prefer.
Even though every new technology trend offers marketers new and powerful capabilities, marketing is largely still operating from the same old playbook. If anything, over the years, disruptive technology has made marketers more risk-averse. Marketers have sacrificed personalization for martech and marketing automation. Essentially, new technology perpetuates legacy-based mindsets and approaches rather than inspiring groundbreaking means of reaching, guiding and nurturing customer decision making and overall brand relationships.
The difference though is now, AI and data is now readily available to change the game.
Marketing, now more than ever, needs a new playbook, and AI (and machine learning) will serve as the catalyst to spark overdue marketing transformation. We will finally realize the shift from automation to personalization and eventually anticipation and prediction.
Welcome to a new era of AI marketing, where machines help make marketing more personal and human.
Will AI marketing reshape traditional marketing?
SOLIS: These are things that you will never hear a modern customer say:
“I love seeing generic branded marketing messages!”
“I love it when products I looked at online follow me across the web.”
“I love getting mass emails and texts from brands!”
“Marketers produce my favorite content online!”
We would never say these things, yet marketers are guilty of losing touch with real people in all they do all too often. And that’s the challenge facing marketing and why AI/machine learning represents a tremendous opportunity. The real challenge is human. Yesterday’s standards, mindsets and checklists still overly influence marketing and thus hold it back.
Marketing strategies are broadcast to the masses across every possible channel. We talk at people without taking the time to understand who they are, what and who they value and love, their goals and aspirations, what they disdain and more importantly, how, where and why they make decisions.
Customers are in complete control of their journey from discovery to consideration to decision making to sharing experiences. The devices they use, how and when, are also reshaping how they go in and out of their journey. Connected consumers expect personalized experiences, real-time engagement, utility and simplicity.
AI and machine learning takes the guesswork out of marketing. It helps marketers understand modern customers in ways that weren’t part of the previous playbook. AI marketing combines intelligent tech and human creativity to learn, understand and engage with consumers at the individual level with hyper-personalized, relevant and timely communications, making them feel compelled to remain engaged. AI also guides marketers to craft extremely personalized messages, with relevant content in the channel and on the device they prefer and at the time they prefer to receive it.
How will AI marketing change roles and expertise requirements?
SOLIS: One-to-one personalization at scale isn’t just possible; it needs marketing architects who understand the capabilities of AI-driven platforms and customer data, context and insights to bring personalized experiences to life. This opens the door to contextual and personally relevant engagement that enhances the entire customer journey. Said another way, intelligent marketing can and should move beyond awareness, reach and conversion. Marketing should now consider the entire customer journey and design touchpoints and engagement strategies that enhance the customer experience throughout their journey and life cycle.
Marketers must learn how customers are evolving and behaving and how AI marketing can help. This means that marketers need more than creativity. They also need more than data. Marketers must be ready to disrupt what they know and how they measure success. They need open and curious minds to challenge conventions and assumptions to perform against evolving standards.
This starts with asking different questions, using the right data to get the right answers and then creating relevant engagement programs, content and paths to deliver against and exceed maturing expectations and values.
AI marketing represents the ability for marketers to almost instantly make up for lost time, leapfrog competition and more effectively engage customers in ways that they prefer, value and reward.
The modern marketing checklist places the consumer at the center of everything. It is data-driven to adapt and react to consumer preferences in real time. Strategies are informed based on the digital breadcrumbs consumers willfully leave behind, crucial data such as location, device, intent and activity, in exchange for improved experiences.
The good news is that marketers can immediately integrate machine learning and AI marketing tools into their existing marketing automation stack, including leveraging their existing email service providers. AI marketing can deliver exponential accuracy and better results, which immediately impact their bottom lines.
Imagine using intelligent insights to better engage customers to deliver greater value. But it’s not just about driving revenue. Modern brands deliver value by using new technology (and informed creativity) to better engage customers, improve satisfaction, earn loyalty and grow communities. Over time, machine learning and AI marketing will help modern marketers mature to personalize offerings as customers discover and shop, optimize their journeys and click paths, better predict what they want next, present more personalized recommendations to them, and drive innovation on all fronts.
Will a shift to AI marketing mean that data becomes even more of a competitive advantage?
SOLIS: AI marketing and machine learning can convert data into customer insight without cognitive bias for those ready to learn and unlearn. AI offers a competitive advantage to those who not only extract important insights, but more so, those who can execute, measure its effects and react, again and again. The more the system learns, the more it optimizes opportunities. The question is, are marketers ready to break new ground?
Marketersoften say that legacy technologies are major barriers to their customer personalization experience efforts. At the same time, marketers contend that these efforts are also hindered by their incapacity to extract useful insights from their consumer data. Without extracting these useful insights, developing consumer segments and personalizing content for those segments is impossible.
AI marketing changes the game.
AI marketing platforms convert customer data and activities into actionable, personalized insights, which leads to more relevant and personalized cross-channel consumer engagement. In addition to modern marketers getting smarter about customer experience and personalization, AI can interpret digital breadcrumbs, replacing manual guesswork with automated decision making.
Now, marketers can use available data to strategically deliver productive customer experiences that ultimately drive greater business profitability at every step in their journey.
This means that marketing will also need to employ new models where data science works in lockstep with all facets of design, execution and measurement. Eventually, this will expand the role of marketing from the awareness, acquisition and loyalty parts of the traditional funnel and create an infinite loop where AI marketing engages customers and adds value at key moments of truth throughout the journey.
What does the future hold AI? ›
AI in the Near Future
On a far grander scale, AI is poised to have a major effect on sustainability, climate change and environmental issues. Ideally and partly through the use of sophisticated sensors, cities will become less congested, less polluted and generally more livable.
With AI's data-driven research, you may develop a more effective marketing approach for your company. AI can readily predict target customers' buying behavior and choice by evaluating data, improving the user experience, and providing consumers with what they truly require.What are the future predictions of artificial intelligence? ›
Responsible and generative AI capabilities are improving
"We can expect to see a few major AI trends in 2023, and two to watch are responsible AI and generative AI. Responsible or ethical AI has been a hot-button topic for some time, but we'll see it move from concept to practice next year.
phrase. DEFINITIONS1. what is likely to happen in the future. Synonyms and related words. Relating to the future.What is the future of AI in 2030? ›
Experts believe that specialized AI applications will become both increasingly common and more useful by 2030, improving our economy and quality of life. On the other hand, metaverse already has us wrapped in its not so little fingers.What are the biggest challenges to AI marketing success? ›
- Lack of trust. ...
- AI demands high investment. ...
- Lack of talent. ...
- Job losses. ...
- Privacy and regulations. ...
- Ethical concerns. ...
- Improve the data collection and handling. ...
- Maintain transparency while collecting data.
AI is a collaborator, not a replacement.
It also can enable real-time personalized marketing efforts at scale and leverage predictive analytics to produce actionable recommendations for future campaigns.
AI marketing can help you deliver personalized messages to customers at appropriate points in the consumer lifecycle. It can also help digital marketers identify at-risk customers and target them with information that will get them to re-engage with the brand.What will be the projected size of the AI market in 2025? ›
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AI can also make predictions about future events, such as changes in the stock market. These predictions can help investors decide when to buy or sell stocks. However, AI is not foolproof. Its predictions are based on reliable and accurate data, and cannot always account for unforeseen events.
What problems will AI solve in the future? ›
AI can be applied to cybersecurity in a preventative and predictable way. For instance, AI prediction technology can be used to study millions of files and attacks to understand what exactly makes them up. By comprehending mathematical DNA, companies can prevent future attacks.On what the future holds review? ›
"Oh What The Future Holds" delivers a wonderful range of rhythms and techniques, beginning with the soft, haunting piano at the opening of the title track. The almost cinematic tension builds with the addition of light percussion, before exploding into the dominating heaviness expected of FFAA.What the future holds sentences? ›
I am not sure what the future holds at the moment. You never know what the future holds. When you wed, you don't know what the future holds. Meanwhile, his family are worried what the future holds for them.Which is the holding company of Future Group? ›
HyperCity Retail India Ltd.What will be the size of AI market by 2030? ›
The global artificial intelligence (AI) market size was estimated at US$ 119.78 billion in 2022 and it is expected to hit US$ 1,597.1 billion by 2030 with a registered CAGR of 38.1% from 2022 to 2030.What Year Will AI take over? ›
In 2020, Musk told the New York Times that AI would grow vastly smarter than humans and would overtake the human race by 2025, adding that things would get “unstable or weird.”What will AI do in 10 years? ›
AI will enable next-gen consumer experiences.
More and more of our life takes place at the intersection of the world of bits and the world of atoms. AI algorithms have the potential to learn much more quickly in a digital world (e.g., virtual driving to train autonomous vehicles).
Unsupervised machine learning algorithms are likely to improve in the coming years. Better algorithm development will result in faster and more accurate machine learning predictions. Machine learning personalization algorithms provide recommendations to users and entice them to perform specific actions.What jobs will AI replace in the future? ›
- Customer service executives. Customer service roles do not require high levels of social or emotional intelligence to perform the role efficiently. ...
- Bookkeeping and data entry. ...
- Receptionists. ...
- Proofreading. ...
- Manufacturing and pharmaceutical work. ...
- Retail services. ...
- Courier services.
Undoubtedly, Artificial Intelligence (AI) is a revolutionary field of computer science, which is ready to become the main component of various emerging technologies like big data, robotics, and IoT. It will continue to act as a technological innovator in the coming years.
What will artificial intelligence look like 2050? ›
AI will treat, and largely eliminate, neurological disorders like Alzheimer's, Parkinson's, most birth defects, and spinal cord injuries as well as blindness and deafness. By 2050 robotic prosthetics may be stronger and more advanced than our own biological ones and they will be controlled by our minds.