Advertising

The Rise Of Artificial Intelligence In Marketing

Conor Coughlan, Chief Marketing Officer, Armis Inc. Investor, Author, Mentor, LGBTQIA Activist, Founder.

In the midst of the constant buzz about artificial intelligence (AI) and its many benefits, it can be a bit overwhelming to figure out where AI will truly make its mark. My team and I have had to dedicate considerable time to researching, testing and trialing an array of tools and services. I happily share our findings in this article.

With AI, and generative AI in particular, the way my team creates content has changed dramatically, speeding up legacy processes from weeks to just hours for mock-ups and draft materials. The speed of such progress has appeared to be alarming at times, but it’s presented us with many clear benefits.

Such content shifts could allow smaller players to leapfrog their larger counterparts by making agile content creation a reality. For me, it’s clear that one of the most profound AI impacts in marketing is the ability to deliver personalized, relevant content to consumers. However, you must tailor its content to sound less robotic (some pieces literally can sound terrible) and make them more aligned with your own style and messaging preferences. Not many people want to correspond knowingly with a robot unless they have to (chatbots and automated call lines perhaps being the exception).

In a world that’s evolving at breakneck speed, staying ahead of the game is the key to our future success. However, let’s look elsewhere and see where this transformation is taking place. Machine learning (ML) algorithms can now analyze vast data sets in seconds (think about all those past research projects and how easy they can now be), granting marketers unique understandings about their customer preferences and behaviors in a speed and format we never previously thought possible. When undertaken correctly, this, in turn, facilitates the creation of bespoke content, campaigns and advertisements that can resonate on a much deeper level with your prospects or customers. The result? Typically, we’ve seen heightened customer engagement, increased conversion rates and bolstered brand loyalty.

Another realm where AI exerts a significant influence is SEO. A recent Fortune article delves into the future of SEO, outlining sweeping changes impending for Google, Microsoft and DuckDuckGo, among other search engine providers. I believe that soon, we’ll witness the advent of the search generative experience (SGE), rendering traditional page results almost obsolete. Pair this with “one-click” searches and the proliferation of audio and the conventional approach to securing web traffic is no longer tenable. Once again, marketers should consider embracing this transformative shift or they could be left behind.

Equally, AI is revolutionizing the advertising landscape. Programmatic advertising platforms leverage AI to precisely target audiences at the right moment, optimizing the return on ad spend. Content recommendation engines, like those employed by streaming services such as Spotify, A-Cast, Netflix and e-commerce platforms, use AI to serve up the right content at the right time to maximize platform usage and revenues.

In theory, the array of AI tools available promises to simplify our lives. Time will tell, but I believe the future is undoubtedly bright. Just as we previously transitioned from analog to digital, marketers will pivot once more to adapt to this new world.

Investing in education and training is going to be essential. But as modern marketers, I’m confident that we can all easily bridge the gap between traditional marketing practices and AI-driven or powered strategies, ultimately making the best use of the AI tools and technologies to enhance our programs and overall decision-making.

Today, we possess new AI tools to scrutinize data sets, suggest changes and create innovative content like never before. For once, less may mean more when it comes to resources (we’ll see if this proves to be true). But as the world rapidly transforms, staying ahead of the curve is key to our future success.


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