Is AI changing the way marketing is done across organizations? The answer is definitely a big ‘yes’. Have you ever noticed that the kind of ads and their placements on your browser has changed in a drastic way. Don’t you find it more compelling to click on a certain ad, as the ad is related to a product or service that you were actually searching for on the web.
The answer to these awesome personalized ads lies in the integration between Marketing and AI (Artificial Technology). AI is the simulation of human intelligence through machines that are capable of collecting, streamlining, and analyzing certain data. AI makes use of historical data on customers to make smart and effective decisions for the future. So, if you have looked for a mobile phone on Amazon and have not made the final purchase, then AI will use this data to show you ads that are relevant to your search on Amazon.
So, is it important for an organization to make use of AI for their marketing efforts? Deloitte states that “As many as 70% of customers argue the trouble-free transfer of their affairs between individual channels and departments, as well as adapting the actions taken from previous interactions, is very important to convince and trust a given brand. That is why the majority of customers (62%) declare that they are open to companies that use AI, which can significantly improve these processes and thus increase the level of service.” The given data makes it quite evident that AI is important for personalizing the consumer experience for an organization’s successful marketing efforts.
AI and Marketing
Examples of AI in Marketing
- It can be used in all the stages of consumer funnel: Awareness, Consideration, Conversion, Purchase and Delight.
- Smart audience segmentation can be done on the basis of AI technology.
- Can be used to enhance Customer Loyalty by building relationships with the customers.
- It can help in creating various content marketing strategies to deliver customized content to the customers.
How Companies across the world are using AI in Marketing
Amazon
Amazon has been a pioneer in using AI for marketing. It uses AI to understand a customer’s search queries and based on that information it makes relevant recommendations to the customer. Amazon also tries to understand the reason behind ‘why a customer is looking for a particular product. This helps it to give similar recommendations to the customers.
Adidas
In the beginning of this year Adidas used AI technology to generate and launch personality-based Avatars. To make this possible, Adidas has partnered with Ready Player Me, a cross-Avatar platform. The project involves creation of digital characters that can travel around the metaverse across 1500 games and apps.
This marketing strategy is based on self-expression and individuality for Adidas’ new Ozword Footwear Collection. In the Digital Ozword World the users are made to answer a series of questions and based on that information a unique caricature is created which is inspired by the collection’s visual codes and users’ preferences.
Starbucks
Think of a hot, customized coffee cup in the morning, and the first thought that comes to your mind is ‘Starbucks’. Starbucks uses AI and other innovative practices to enhance customer service experience and to streamline its operations.
Starbucks’ ‘Deep Brew’ project involves the use of AI technology to drive brand’s personalization engine. AI is also used to optimize brand’s store labor allocations and in driving successful inventory management. Deep Brew technology is also being used to humanize customer experience.
Alphabet- Google
Google has always been a leader when it comes to talking about technological innovations. Google’s landmark project Waymo makes use of AI technology. Waymo project focuses on creating self- driving technology for the world. Another example of Google’s AI innovation is ‘Google Duplex’. Google Duplex makes use of natural language processing to create an AI voice interface that can make calls on your behalf.
Sound interesting! But over the years, Google has always been known as a leader in creating technological magic for the world.
There are various other organizations that are making use of different Artificial Intelligence (AI) tools to optimize their digital marketing efforts. AI in marketing can be used to enhance customer service experience, create engaging content or to provide useful recommendations to the customers. This integration between Marketing and AI will definitely pave way for a better and successful future.
Informative content. Thanks for sharing.
Thanks!