Information availability and latest technologies open many doors for modern marketing. It often results in brands thriving. However, in many cases, it increases competition and causes controversy.

Artificial intelligence can have a significant impact on marketing strategies. While it’s difficult for robots to completely replace creative departments or eliminate the human factor, modern AI solutions help marketing teams become more efficient than ever before.

The integration of marketing and AI is a current trend. It fundamentally changes the way brands interact with people: from email newsletters to comprehensive recommendations on streaming services.

Let’s dive deeper into the details of such integration and consider different examples of the AI’s impact on marketing strategies.

How AI impacts marketing disciplines

Marketing consists of many facets. Thanks to modern technologies and global digitalization, brands can freely plan different marketing activities and easily convey the value of products or services to consumers.

A crucial point here is to competently schedule all tasks, including activities with AI assistance. Simple tables won’t be powerful enough. Therefore, use a more effective solution, such as a Gantt chart for marketing.

Well-planned AI activities will quickly show results. From expressive commercials to offline events with virtual reality technologies, many areas will benefit from such participation.

Now let’s look at some of the areas where AI makes a difference.

1. The impact of AI on customer experience and personalization

Today’s consumers expect bright impressions and good experiences that should be tailored specifically to them, considering their behavior and individual needs.

AI helps to achieve a high level of personalization. It processes data in real time. You simply open a website and immediately get a set of products or services that you need.

Many of us interact with chatbots daily. This is perhaps the most visible manifestation of AI in customer experience. 

Modern bots can easily understand context, remember previous interactions, and offer assistance. They often seamlessly transfer information and communication to human agents.

2. The impact of AI on content creation

Previously, content creators guessed what their audience wanted to see, read, or hear. 

Nowadays, content marketing strategies involve AI systems that analyze consumer preferences. These systems understand how to engage the audience on different platforms. They also help determine styles and formats of data delivery to get the greatest response.

Additionally, content creation can also be improved with the use of AI. It helps authors generate drafts based on simple prompts. Although content marketers understand that AI does not replace human creativity but simply enhances it, many companies actively use it as a basis for future work.

3. The impact of AI on advertising strategies and media buying

Some experts believe that the most revolutionary impact of AI is in advertising and media buying.

Ad placements are now largely based on broad demographic target groups. Professional advertising platforms use AI to bid on ad placements in a very short time frame. It allows managers to direct advertising budgets to those consumers who are most likely to be interested in offers.

Creative advertising strategies become more intelligent as well. Artificial intelligence can test different headline combinations, calls to action, images, videos, and other elements to figure out what works best for each user. This approach increases conversion rates.

4. The impact of AI on predictive analytics

Marketing is unlikely to be effective without quality forecasts. It includes data on which campaigns will work best, which products are best to promote, which customers are most likely to convert, and much more.

Before AI, such predictions were often based just on the experience and intuition of marketers. Modern technology creates a much stronger basis for decision-making.

With AI predictive analytics, you can forecast future changes based on historical data. It makes it possible to define market opportunities before they become clear to analysts.

It’s worth mentioning that AI goes beyond plain metrics such as clicks and conversions to a more sophisticated understanding of campaign impact. It makes marketing strategies much more accurate and helps brands allocate their assets more efficiently.

What are the real-life examples of AI & marketing collaboration?

You can find artificial intelligence embedded in marketing everywhere. Bright examples are close by: in a hotel, a shopping mall, a concert hall, a gym, and so on.

Let’s look at some common examples of AI and marketing integration.

• Smart chatbots. An example of such a bot (named Erica) can be found in Bank of America. This bot is constantly updated. It learns how to better interact with the bank’s clients. Erica easily handles transaction processing and can identify consumer dissatisfaction using text analysis. If necessary, this bot transfers important information to responsible bank employees for further processing.
• Sentiment analysis and crisis management. AI helps companies analyze mentions on social networks and various online platforms. It can help quickly identify and prevent a serious crisis. For example, Delta Airlines uses an intelligent system that classifies customer sentiment by urgency. The company can prioritize problem-solving, respond quickly, and prepare messages within minutes.
• Predictable lifetime value. Artificial intelligence can help brands predict the lifetime value of customers. AI-powered systems assist in defining rewards and incentive programs. An example can be found in Starbucks. This famous brand easily identifies behavioral patterns, determining valuable customers even before they are about to make a purchase.
• Augmented reality within product promotion. Examples of augmented reality use for marketing purposes can be found in various companies, including furniture manufacturers. One of such companies is IKEA. Its special application integrates AI to evaluate lighting conditions and analyze room dimensions. The app selects scaled furniture for customers’ homes.

The power of human & AI partnership in marketing

The future of successful marketing strategies isn’t about one force replacing the other, but about efficient teams and AI performing together.

Artificial intelligence can be easily applied to the routine aspects of marketing, while people can focus on creativity and strategy.

Let’s think that AI is not your rival, but a good companion. This approach will help you create campaigns and experiences that are more effective and engaging than ever before.