Artificial Intelligence Impact Marketing in many ways it will help the marketer to better understand how and when to get it right. Artificial Intelligence will give marketers the ability to automate more in-depth processes as technology continues to develop. Artificial Intelligence Marketing is quickly becoming an important ingredient that can no longer be ignored, so what can marketers expect from AI both now and in the future, and how exactly will it impact their overall business strategy.
There are fears that Artificial Intelligence will replace workers. Those concerns are often rebutted by the argument that AI technology will support workers rather than replace them. Artificial Intelligence can perform this task on a much greater scale — it can sort through more data, reach more accurate conclusions, and ultimately give businesses more knowledge about individual customers and how to draw their attention.
At present, you might hear that data analysis is often used in conjunction with market segmentation. Collecting and analyzing customer data is instrumental in finding out the best ways to appeal to your target audiences, and it’s a much more arduous process than it might sound.
But with AI, personalization becomes easier. Strategies will likely still be formulated around customer segments, but appealing to individuals will become a reality.
They create strategies based on certain groups within their customer base and cater directly to those groups. It would be impossible for marketers to create strategies for every single customer they have. Consider Amazon recommendations, which are intuitively based on your own purchase and viewing history.
Another big way that Artificial Intelligence is changing marketing is through chatbots, which allow brands to make themselves available to consumers at any time to answer questions or provide more information about their products and services.
So while it seems like AI’s role in marketing begins with handling and interpreting data, we are starting to see AI develop the capability to follow through on the insights it produces and to work on other parts of the marketing process.
Pushback against Artificial Intelligence
Artificial Intelligence to perform data analysis may be a more widely accepted change, it seems that not all marketers are eager to bring AI into the fold. One of the primary reasons for this negative reception is that there is often no central authority within these organizations to oversee the tech and ensure that it is being properly and effectively used.
Another report by Bynder also reveals that 77 per cent of marketers are concerned about how AI and automation will affect branding, saying that it will stifle creativity and lead to more homogenized strategies.
Marketers in Advertiser Perceptions’ survey expected media selection and buying to be the top use of Artificial Intelligence by 2022, along with advanced customer segmentation, augmented marketing analytics and more.
AI can dramatically improve a brand’s marketing in that sense. But while Artificial Intelligence can definitely be a help in the more creative areas of marketing, it cannot truly replace the human creativity and connectivity that makes an advertisement or a marketing campaign compelling to consumers.
And it seems that is likely what will happen for marketing: automation will make more room for human ingenuity, rather than attempt to replace it. Marketers and brands that embrace Artificial Intelligence as an equal partner will be able to gain a significant advantage over other businesses that are struggling to reconcile Artificial Intelligence tech with their current marketing processes.