The volume of consumer data is growing faster than ever, and artificial intelligence appears to be the only tool that is keeping up with the pace. 77% of marketers are not confident in the speed at which they collect meaningful insights from customers. Meanwhile, the global AI market is predicted to snowball in the next few years, reaching a $190.61 billion market value in 2025.
Leveraging marketing technology to meet your business goals is quickly becoming critical to a brand’s success. In order to stay relevant and competitive in an evolving market, brands need to consider the utility of AI in their digital marketing strategies. Beyond keeping up with competitors, brands should also look to artificial intelligence to improve customer experience and maximize marketing ROI.
Digital Marketing Use Cases for AI:
According to data from SEMRush, marketing and sales departments prioritize AI technology and machine learning for their success more than any other department (40%). Here are a few ways artificial intelligence is making a difference in digital marketing and customer experience.
This wouldn’t be an article about AI in digital marketing if we didn’t mention the OpenAI tool that is taking the world by storm: ChatGPT. From generating webinar notes to answering industry questions, and every use case in between, this tool can be used to help brands articulate ideas with the full wealth of knowledge from the internet.
Along those same lines, customer service chatbots are an AI tool that has proven useful in improving customer experiences. Using a chatbot to interact with customers in real-time can help brands save time and optimize their efforts, by empowering web visitors to autonomously find the support they need.
One of the most significant benefits of AI in digital marketing is personalization. By using AI-powered algorithms, brands can analyze data about their customers, including their browsing behavior, purchase history, and preferences. This information can be used to tailor marketing campaigns to individual customers, delivering more personalized shopping experiences. AI can also be used to predict customer behavior, making it possible to anticipate their needs and provide targeted recommendations to keep them engaged with your site.
For example, one of the CPG food brands we work with uses Breinify’s machine learning AI to gather data about their customers and optimize the online customer experience. After a single browsing session, web visitors will find their homepage peppered with recipes based on seasonal appeal, dietary restrictions, appliances used for cooking, and more preferences that speak to the whole story of customer behavior.
Data Organization & Analysis
AI is a powerful resource for collecting and analyzing data from consumers, and acting on insights quickly to personalize shopping experiences. AI-powered analytics can help brands make better decisions about their marketing campaigns. By analyzing customer data and predicting future behavior, brands can adjust their marketing strategies to better target their audiences and improve ROI.
Limitations of an AI tool:
The top three most significant challenges companies face when considering the implementation of AI are staff skills (56%), the fear of the unknown (42%), and finding a starting point (26%). AI tools have the potential to revolutionize digital marketing, but they are not without limitations. Here are a few ways in which artificial intelligence might miss the mark.
- Data availability: Without access to reliable data, AI-powered marketing campaigns may not be as effective.
- Creativity: AI-powered automation can be a double-edged sword. While it can save time and improve efficiency, an over-reliance on automation can lead to a lack of creativity and innovation in marketing campaigns.
- Decision-making and bias: While AI tools can help brands personalize their marketing campaigns, they may lack the human touch that can make marketing more inclusive.
As you can see from these real-world use cases, the benefits a brand can reap with artificial intelligence are boundless. As brands continue to invest in AI technology, we can expect to see even more innovations that will change the way we approach digital marketing.