The pros and cons of AI in marketing

Discern your competitors’ share of voice and find smart ways to be agile in a competitive market. Also, compare your social performance to your competitors via competitive benchmarking. This enables you to maneuver your strategy accordingly or adjust your benchmarks, so you maintain a competitive edge.

Are your marketing strategies taking advantage of the massive leaps in technological innovation to reach your customers when — and where — it matters? In the arms race that is modern marketing, failure to capitalize on advances in emerging technologies such as artificial intelligence can result in customer engagement levels far behind your tech-enhanced competitors. GumGum develops applied computer vision technology that advertisers and marketers can use to place ads more strategically. The company’s contextual intelligence platform Verity uses AI technology to scan videos and images that span multiple platforms, helping marketers provide more relevant ads, maintain a positive brand image and increase engagement and brand recall. AI in marketing and advertising is used to segment customers, message them at optimal times and personalize campaigns.

Interdependencies Between Ethical Principles and Levels of Intelligence

These platforms cannot only compute data about user behavior, website analytics, and demographic information. Marketing professionals can then use those insights to make their content more relevant, increasing the likelihood of customer engagement. Their goal has remained largely unchanged — extrapolate patterns and predict which products and services will be most popular with a certain audience. From that basis, marketers would then identify the channels to reach their target customers. To enhance its overall UX and tailor its service to the individual user, Netflix uses AI-driven machine learning technology to provide personalized content recommendations based on a user’s preferences in addition to what they’ve enjoyed in the past.

• If you adopt AI in marketing, you still need people to add the human element to your materials.
• Until now there has been only limited ability of technology to help with those things.
• In the technology ethics context, Moor (2005) proposed a tripartite model for understanding technological revolutions that ranges from the introduction and permeation stages to the power stage.
• We develop a real-time data architecture that creates signals that generate the best offers and continued customer engagement.

Artificial Intelligence and Machine Learning provide a data-driven basis for more robust and intensely-targeted marketing strategies—and companies that effectively utilize these latest tools will reap the benefit in the marketplace. Artificial Intelligence for Marketing provides a nontechnical crash course to help you stay ahead of the curve. With AI, marketers can analyse customer data to identify the most effective channels and messaging for reaching their target audience.

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One of the most important components of a marketing campaign is to evaluate its performance and impact and profit so that it can be determined… Offline media optimization is the analytical process of collecting and matching data from across the marketing mix to offline channels in order to… For marketers, marketing measurement is critical for determining campaign success, optimizing the media mix, and reducing wasted ad spend. Another advantage is that using AI in marketing can help improve your relationship with your customers. This will save your marketing team time and money, allowing them to work more efficiently and increase profits.

The company uses AI algorithms to analyze customer data and create personalized shopping experiences that match their preferences. At The Coca-Cola Company, we market, manufacture, and sell beverage concentrates, syrups, and finished beverages, including sparkling soft drinks, water, sports drinks, juice, dairy, plant-based drinks, tea, and coffee. Coca-Cola uses AI to personalize its marketing campaigns and improve customer engagement. The company uses AI algorithms to analyze customer data and create personalized messages that resonate with its audience. Influential is an influencer marketplace that employs AI through IBM’s Watson to suggest social media influencers to brands and companies.

For potential customers, marketers can use feeling AI to understand what they want and why they are happy with competitors or outside options. Potential customers’ needs and wants are more difficult to predict, and their emotional data are less available. At the marketing action stage, AI is used for the benefits of standardization, personalization, and relationalization, individually or synergistically. Marketers need to decide which AI intelligence(s) to use for which marketing actions.

Don’t get left behind—stay on top of the trends and integrate AI into your organization’s marketing strategy. If you’ve had your eye on the news (or have felt that eerie sensation when the targeted ads are a little too targeted and timely), you already have an idea of why implementing AI marketing isn’t always rainbows and butterflies. Here are some examples of ways various industries currently (or may in the future) leverage AI to improve their processes and make their customers happy. Integrated automation is often used in CRMs to assist with simple tasks like customer categorization based on behavior.

How artificial intelligence relates to web data collection?

For instance, Rai (2020) defined XAI as “the class of systems that provide visibility into how an AI system makes decisions and predictions and executes its actions” (pp. 137–138). On the other hand, Rudin (2019) conceptualized XAI as a second (post hoc) model to explain the initial first black box model and thus advocated inherently interpretable models (i.e., interpretable AI) instead of XAI. In a comprehensive review, Barredo Arrieta et al. (2020) identified intelligibility (i.e., human understanding of a model’s function without any need for explaining its internal structure or underlying data processing algorithm) as the focal concept related to XAI. This finding further corroborates the focus on intelligibility by Floridi et al. (2018). Given that intelligibility can have an enabling function for the other ethical principles, a lack thereof (i.e., black box AI) could impede individuals’ judgments about beneficence, non-maleficence, justice, and autonomy. That could particularly shape individuals’ self-determination and decisions about whether to delegate decisions to AI systems at all (i.e., meta-autonomy).

AI and ML algorithms allow you to receive real-time data on customer engagement and loyalty. AI can process massive amounts of data, such as customer interactions, purchases, and clicks at unparalleled speeds. By continuously monitoring this data, AI-powered solutions can offer up-to-date insights into customer preferences and pain points.

Even if you choose simple AI tools for your marketing plan, they can still help reduce marketing costs and give you a better ROI. With AI, you can streamline the menial marketing tasks and make more room for larger projects. Metrics Watch displays your reports in the body of the email itself, meaning your marketing team or clients can view professional marketing reports without the need to log in to 3rd-party dashboards or download PDF attachments. As we’ve seen from the list above, the benefits of AI are clear – automating processes that previously had to be done manually saves time and money. AI systems generally consume vast volumes of labeled training data, analyze that data for patterns and correlations, and then use these findings to forecast or predict possible consequences. Beyond creating images and marketing copy, generative AI can also be tapped to produce insightful dashboards and reports that might otherwise take up valuable team member time to put together.

Download Our Guide to Applying Generative AI in Marketing

Gaining a better understanding of customer behavior is one of the core benefits of AI in marketing. World-leading sports brand Nike celebrated for its mold-breaking approach to digital marketing. As a true innovator in its field, Nike uses AI technology to give its various digital advertising campaigns added emotional depth.

In a comprehensive review, Jobin and et al. (2019) content-analyzed the principles and guidelines for ethical AI issued by private, public, and research institutions. Remarkably, no single ethical principle is referenced in all 84 documents being analyzed. However, there is convergence around the principles transparency, justice and fairness, non-maleficence, responsibility, and privacy, which are featured in more than half of all documents. Pursue your passion and change the future of business using all things AI, analytics and automation. Attribute the impact of every interaction leading to a sale or other desired KPI and optimize content across channels, audiences, and products to maximize ROI. Save time and inspire confidence with quality checks of your brand’s campaigns that leverage AI to review your materials for typos, issues with tone and grammar, and use of insensitive or offensive language.

Keras vs Tensorflow vs Pytorch: Understanding the Most Popular Deep Learning Frameworks

However, it is essential to navigate these advancements responsibly, keeping ethics and the customer experience at the forefront. An example would be retargeting ads that show you the products you’ve added to your shopping cart online that you ended up abandoning. Brands can upload their product catalog to Facebook and Instagram, and have the AI serve personalized ads to your customers. Performance Max ads allow marketers to create dynamic, multi-format advertisements that can be served across multiple channels. With AI-powered optimization, these ads help travel businesses reach more potential customers and achieve better conversion rates. AI-powered tools have transformed the way marketers edit and enhance visual content.

• Moreover, with AI marketing, teams can establish compelling communication channels that can automate on-demand tasks, collect customer data and provide advanced data analysis.
• Many social media management platforms employ AI to automate content scheduling, optimize posting times, and suggest relevant hashtags and captions.
• Such analysis tends to be standardized across firms (with limited degree of customization), and thus the insights derived from it are less useful for deriving a unique value proposition.
• Marketing can help identify customer behavior patterns, forecast sales, optimize pricing strategies, and anticipate customer churn, enabling businesses to make informed decisions and take proactive marketing actions.

So, let’s dive into the nuts and bolts of how AI is benefiting marketers and how you can use it to your full advantage. “Let us consider trying to personalize the image we use to depict the movie Good Will Hunting. Here we might personalize this decision based on how much a member prefers different genres and themes. Additionally, if you use Google Ads, you’re already encountering the AI that helps with the auction process.

AI increases the speed at which consumer data can be processed, with insights delivered in real-time, and communication with customers optimized to be more impactful. Messaging can be tailored to the individual consumer, delivered at the optimal time, and without the direct intervention of marketers. As personalized, psychologically tailored messages and appeals can serve as nudges, so can recommendations generated by AI systems for consumer decision-making processes (e.g., Burr et al., 2018; Milano et al., 2020). Basically, AI-based recommender systems should follow the same rationale as psychological targeting.

Existing studies have shown how data mining can be used to uncover patterns that are difficult for human marketers to see. The fourth literature stream, managerial issues related to AI, is currently dominated by consultants gravitating to the latest hot topic, and largely lacks a solid academic basis, albeit there are some recent studies trying to tackle strategic marketing issues. Marketers can leverage AI to transform their marketing campaigns by using data insights and acting on them in real time. AI platforms are able to make intelligent decisions on how to allocate funds across channels, analyze high-performing ad placements, and increase value for the marketing program.

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