Technology has been a major driving force for the growth of various markets and institutions from the stone age to today’s technology driven era. The most influential factor however has been artificial intelligence, which has enabled major leaps for business. AI is opening many more pathways to business, helping various brands and organisations to discover new techniques and strategies to stay relevant and bolster themselves in a competitive market.

Artificially intelligent systems constantly work on the background of popular products and services such as Netflix, Amazon, and, naturally, Google. In the past few years, though, AI has paved its way deeper into marketing, helping brands to enhance every step of the customer journey. Moreover, tools previously available to enterprise level companies have become affordable and accessible to medium and small-sized businesses.

Ways Artificial Intelligence can help marketers

All businesses can leverage AI to develop stronger marketing strategies which can help beat their competition. This can range from chatbots, image and video tagging automation, voice search tools and much more:

AI enhanced PPC advertising: While normal pay-per-click ad campaigns are managed by humans, AI can help find new advertising channels that may not be used by competition. AI-powered systems can help advertisers assess more ad platforms and optimise targeting. Machine learning can help find new ways for optimizing layouts, targeting and more.

Personalised website experiences: While AI’s capacity is far from being able to build new websites from the ground up, it can help you enhance your visitor experience with intelligent personalisation on your site. AI also can enable you to recognise when data flow stops, or unexpected traffic is visiting your site. That information can help you keep websites up and running perfectly, as well as address anomalies as they arise.

AI-powered content creation: Natural-language generation holds tremendous potential in making the work of content creators more efficient. Currently, machines are capable of simple content generation such as profit and loss summaries, quarterly business reports, hotel descriptions, stock insights as well as sports game recaps. Every AI-generated narrative is designed to read as though it is written by a human. The data insights and writing style of each narrative depend on the rules and formats established by your brand to best serve your audience. AI tools can be used to automatically generate email content, personalised reports or messages or to curate content for social media.

Intelligent email content curation: A lot of time is often spent on compiling and scheduling weekly emails to multiple customer segments. AI algorithms can map a subscriber’s website experience and email browsing data to understand the individual’s interactions with your content. This knowledge allows the algorithm to identify hyper-contextual content to create one-on-one personalised emails. Artificial intelligence makes it possible to send personal curated emails to every single customer. By analysing a customer’s reading patterns and topics of interest to recommend specific content most relevant to that person, AI-assisted emails could become even more engaging for every single subscriber.

AI-powered customer insights: Where it would take humans an immense amount of time to crunch all the numbers and match them to customer’s behavioral patterns, AI can give marketing insights on the fly. Machine-learning algorithms can identify more clearly which customer segments should be included and excluded from campaigns, and better match customers to the products they are most likely to use and keep.

AI enables marketers to fulfill a dream previously considered impossible – to engage with every individual customer in a personalised and meaningful way.