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How To Use AI In Marketing

  • Written By Javier
  • Posted September 29, 2017
  • 2 minutes Read Time

If the initials AI sound to you like something out of the Twilight Zone, or at least the Starship Enterprise, then think again.Artificial Intelligence is already at the heart of everyday life as technology develops to make tasks automated, simplified and increasingly less labour-intensive. If that sounds like a wish-list for your marketing department, then here are a few examples.

Artificial Intelligence is already at the heart of everyday life as technology develops to make tasks automated, simplified and increasingly less labour-intensive.

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First of all, try out The Grid for web design. You can tell it what kind of features your site requires, and the images, layout and CTA buttons will just ‘magically’ find their places on screen, with impressive optimisation.

How about the website content? Just using a tool such as Wordsmith, a computer can generate unique text, for input into another similar AI tool, for editing your marketing content into something that sounds a bit more human in tone.

Even in graphics, AI is at work, calculating where in your photograph the human face is situated, and then using its own calculations and algorithms to recognise if it’s you or your grandma.

And then of course, we have voice activated mechanisms such as the iPhone’s Siri and Amazon Echo, which allow you to search for the information you’re looking for in ways that are just a little more like asking a friend.

It has it limits of course, and we all know that feeling of it mishearing and starting to phone your Mum when you were asking it a question about Netflix, but you get the gist. That’s AI too.

When it comes to marketing campaigns, how about a tool such as Boomtrain, which can personalise email content using information collected from a customer’s previous interactions, thus making the message more likely to get opened and read. And of course, social media platforms – especially Facebook and Twitter – amass information on their users to ensure that appropriate advertising goes to the customers who are most interested.

Google’s AdWords is also based on Artificial Intelligence, handing the automated system the information about goals and objectives and demographics and targets, and letting the computer identify the best marketing approach.

So to answer the original question – how to use AI in marketing – engage with the tools and technology that’s on offer, and be prepared to marvel at the marketing power of artificial intelligence.