AI (Artificial Intelligence) is no longer associated with niche IT projects or philosophical discussions about the limits of technology. Instead, it has become a practical, multi-faceted tool which skilful use creates new work models for countless companies around the world every day.
AI in marketing – perpetuum mobile of sales
Digital marketing that we know today would look completely different without AI. Although most network users do not pay much attention to this issue, they use dozens of functionalities created by the power of artificial intelligence every day. Intelligent programs have also become irreplaceable helpers of successful entrepreneurs.
In the form of chatbots, they help solve customer problems 24 hours a day, often better than trained worker would. In the form of search engines, they ensure that the results for the phrases entered in the window fully meet the wishes of users. An entrepreneur who manages to get to know their secrets will have a virtual key in his hand that opens the door directly to the client’s room.
Autocorrect and autofill is also an effect of the machine learning. Unbelievable data streams on which AI programs used in marketing are based also become the basis for efficient lead generation, estimation of their value and analysis of campaign results. Artificial intelligence is also growing in strength in the field of predicting business trends for the coming months and even years, using the so-called “great data”.
Innovative advertising campaigns – a work of artificial intelligence
Business owners, who have decided to take a bold step into the world of advertising using AI, at first do not seem to believe the scale of the results obtained. Systems based on AI used in advertising have the ability to collect, process and efficiently distribute huge data resources, which can be immediately transferred to the appropriate departments of the company.
What’s more, in conjunction with intelligent assistants, these programs can immediately make contact with visitors to the site, showing an initiative that will not go unnoticed by any potential client. Skillful optimization of Google Ads campaigns gives companies the opportunity to use the magic of local positioning, available thanks to the Opos algorithm, enabling the reduction of financial outlays on advertising.
The use of IA in marketing allows the use of so-called dynamic content for advertising purposes. They are almost a ready recipe for growing conversion rates – instead of a steadily expanding but full of stagnation database, we receive constantly updated information. The algorithms deepen their knowledge of website users over the course of the contact, which opens the way for intuitive, narrowly targeted advertising messages.
Books made by the machine? Not yet, but maybe soon!
One of the most promising applications of AI in marketing is currently generating and organizing unique, SEO-compliant content for websites. It may seem that a process as creative and individualized as writing will not soon be put under the tutelage of computer programs – however, the use of intelligent learning neuros in connection with the sea of electronic information currently available to them has allowed to cross this barrier.
The application of artificial intelligence in this field has so far proved to bring the best results in the work of editing magazines or web portals, allowing you to write news, short notes, summaries or tables of contents. The Heliograf program, used in the Washington Post editorial office, called the “automatic story creation tool”, has already generated thousands of articles.
There are bots on the market that we will soon be able to call authors of content in the true sense of the word. They are able to learn a language from context, including synonyms, metaphors and semantic fields of words. They can also receive feedback from any user who enters into a dialogue with the offered content, and even show empathy based on the associated language premises. The growing possibilities of AI already allow for the creation of a unique relationship between the sales department and the customer – a relationship mediated by customer-friendly technology.