Utilizing Artificial Intelligence in Marketing: Examples of Early Adoption

Not long ago, robots were something only seen in books and movies.

image of AI in marketing

This picture illustrates the use of Artificial Intelligence (AI) in the field of marketing.

Fictional representations of AI had been seen in both film and literature, but the reality of a robotic revolution hadn’t been realized. It was possible that, in a few decades, the world might see both robotic advancement and the invention of flying cars.

However, AI is already an integral part of our lives and it has been for some time, even if we may not be aware of it.

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As it’s been discovered, you’re in a majority. A study that surveyed over 1,000 people revealed that 63% of them had been using AI without being aware of it.

The capability of AI to autonomously take on and complete tasks is being explored in order to make life for humans more convenient.

Brands are taking advantage of the capabilities of Artificial Intelligence in numerous ways with their marketing campaigns. Content selection, Search Engine Optimization, and email marketing are being improved with the help of tools that allow humans to perform better in their roles.

Technology enables processes to become more efficient and faster, thus not only aiding businesses in achieving better results, but also freeing up more time for humans to engage in activities such as critical thinking, data analysis, and strategizing for the future, rather than being stuck with mundane tasks.

Brands that are looking ahead are taking advantage of AI in their marketing strategies. Here is an overview of what they are doing.

14 Ways Artificial Intelligence Can Be Used for Marketing Purposes

1. Design of Webpages

Marketers can make use of AI in a variety of ways, starting from the earliest step in the marketing process such as the construction of the website.

The Grid provides an AI-driven web design program called Molly and a handful of users are already utilizing the websites it has created.

Molly can use The Grid to create webpages with a fraction of the time, effort and money that would be needed to employ a group of developers and software engineers to do the same job. The Grid starts at an economical rate of less than $100 a year for a single website, which is much cheaper than paying salaries.

Inputting content into The Grid enables creators to utilize AI-driven Molly to construct their site. To get an idea of how this works, take a look at the demonstration below:

2. Crafting of Content

The creation of content is an important part of any successful digital marketing strategy.

Although writing jobs seem to be safeguarded from AI for the time being, applications like Wordsmith and Quill are employed by outlets such as The Associated Press and Forbes to create captivating news content. These tools work by inputting information and keywords into a template, resulting in written pieces that appear to be composed by a human – though not necessarily a Pulitzer Prize-winning one.

An example of this can be found with The Associated Press where they have expanded their coverage of minor league baseball.

A representation of artificial intelligence can be seen in the image below. It portrays a computer system that is capable of learning and performing tasks without explicit commands.

Marketers can refine their AI-generated content by using Hemingway App, an AI tool which makes text more compelling and easier to comprehend by calling attention to complex phrasing and proposing different vocabulary, as demonstrated in the example below:

A picture is presented showing an example of the Hemingway App, which is used to make writing simpler and clearer.

3. Gathering and organizing content

Content curation is the process of gathering and organizing relevant information from different sources. The information is then presented in a meaningful way to provide value to the audience.

The feeling of despair when an enjoyable Netflix series ends can be discouraging. Fortunately, Artificial Intelligence has enabled viewers to quickly move onto the next show without any delay.

AI technology is being used by companies such as Netflix and Amazon to tailor suggestions to their customers, keeping them interested and subscribed. IBM Watson is an example of such an AI that can be used to gain insight into customers by studying their actions, and providing them with content and recommendations which are tailored to their needs.

Under Armour has utilized data from Watson to personalize the emails it sends out to those who have the app. The San Francisco Museum of Modern Art has even gone as far as to create an “artbot” which answers queries for specific types of art with well-chosen photographs and paintings. I recently tried it out myself and if you want to give it a go, just send a request to 572-51.

4. Searching by Voice

Voice search is becoming increasingly popular these days. People are turning to it as a way to find information quickly and easily. This is due to its convenience and the fact that it can often provide more accurate results than traditional search methods.

The utilization of AI has had a major effect on users’ online searches, which has in turn altered the strategies marketers employ to create and enhance content.

Two major developments in AI have had an impact on web searches and SEO: voice queries and RankBrain, a product of Google.

Advances such as Amazon Echo, Google Home, Apple’s Siri, and Microsoft’s Cortana make life simpler for individuals to search by using just a button push and voice command. The words they use for their queries are also evolving — instead of inputting “restaurants in Boston,” people can inquire of their device “where should I have dinner tonight?”

5. Technology for Smart Homes

Smart home skills are a useful way to utilize technology to create an efficient, comfortable, and secure living space. These skills allow for the automation of various tasks such as controlling lights, unlocking doors, and regulating temperature. With the right setup, smart home skills can make life easier and more enjoyable.

The development of branded, AI-powered “skills” has been spurred on by the popularity of voice search and smart home devices. Through these skills, you can complete a task or activity by simply talking or responding to your home device.

Jeopardy has created a skill for Alexa and Google Home users which enables them to play the game and answer questions posed by Alex Trebek. When the user exits the game, Trebek’s voice will inform them of the times and channels where they can view Jeopardy depending on their location and time zone.

The Alexa system can be used to request an UberEats food delivery or a car ride through Uber by enabling the corresponding skill.

AI-dependent abilities can be employed to maximize a brand’s visibility and provide potential customers the convenience to acquire goods or services via voice command.

6. RankBrain by Google

Google uses RankBrain, an AI-powered algorithm, to determine the most relevant search results for each query. For instance, if a user searched for “president” in the U.S., this machine-learning system would interpret that the searcher is interested in information about the current president and would serve up the appropriate content—not just the office of presidency.

The use of AI has caused a shift in conversational search queries and algorithms, demanding that search engine marketers and content creators adjust. Long-tail keywords have been superseded by conversational keywords, while the topic cluster keyword strategy has taken the place of creating a large amount of blog posts on a variety of topics. In accordance with this new model, HubSpot is revising its blogging strategy, partially thanks to AI. As demonstrated in the video, this is the new standard.

7. Automated Correspondence

The use of automated emails is a helpful tool for businesses to reach their target audiences. It can save time and resources, allowing for more efficient communication. Automated emails are a useful way of sending out information to customers and potential customers quickly.

Marketers are taking advantage of AI to tailor promotional emails to customers, based on their preferences and past behaviors, in order to create a stronger connection and induce them to purchase something.

Boomtrain and similar tools enable businesses to send tailored email newsletters to users. Artificial Intelligence (AI) is utilized to deliver content that is tailored to each user’s interests and preferences, making them more likely to engage with the content and click through.

Adore Me, an online lingerie brand, deployed the AI of Optimove to create distinct categories of customers and prospects in order to boost purchases and subscriptions to its subscription program. This AI technology automated the segmentation process and delivered tailored content to each person based on their current life cycle stage with the help of email, text messages, and in-app notifications. As a result, the segmentation of customers and communication via multiple platforms assisted Adore Me in boosting their monthly recurring revenue (MRR), average sales price (ASP), and doubling their active customer base.

AI can be a great tool for marketing automation, freeing up valuable time for marketers and creating more personalized and effective campaigns for customers.

8. Tailoring Social Media Feeds to Individual Preferences

One of the most remarkable facets of social media is that it can bring people from every corner of the world together to discuss and share topics or stories they are passionate about. This is evidenced in the sheer number of global social media users, which is in the billions.

Naturally, firms are looking to use social media to their advantage — but not all of these advertisers are beneficial.

Social media websites such as Facebook, Instagram and Twitter are providing users with the ability to prevent the display of ads that do not interest them, all the while providing advertisers and publishers with a better understanding of the audience on these platforms. This is improving the user experience in terms of customizing it for the user.

An illustration of an ad that can be hidden on Facebook is provided and one can even select a rationale for why they would prefer not to observe it.

Platforms employ these insights in order to assemble a news feed which is more tailored to a user’s personal tastes, thus eliminating the need for advertisers to fund ads that the user has already expressed disinterest in.

Facebook is utilizing AI in order to combat websites with low-quality content. It is teaching its AI to recognize patterns in sites that have little original content, clickbait headlines, and multiple disruptive ads. These links, along with the domain, will be punished in the News Feed, leading to a considerable drop in traffic for the publisher.

AI is being considered by Instagram as a measure to combat bullying and malevolent comments. This algorithm is yet to be implemented, though the organization has made statements to the press about the project.

9. Administration of Social Networking Platforms

When it comes to AI being used by marketers on social media, certain activities have been heavily frowned upon by the major social networks. For instance,both Instagram and Facebookhave blocked hundreds of presumed robotic accounts.

Marketers can, however, utilize bots to supplement their social media marketing plans. It has been demonstrated that many businesses have successfully incorporated chatbots into Facebook Messenger; they enable users to rapidly pose questions that do not necessitate a telephone conversation or a full dialogue with a human. Although this is automated, the firm pages remain under the direction and monitoring of human personnel.

10. Image Identification and Alteration

Image recognition and manipulation are two techniques used to process visual information. In the former, an algorithm is used to identify the contents of an image, while in the latter, the image is changed in some way. Both of these methods have a wide range of applications, from autonomous vehicles to facial recognition.

Do you enjoy experimenting with interesting filters and facial lenses on TikTok and Snapchat, such as turning yourself into a dog, a bumblebee, or a cat? Have you ever used FaceApp to make yourself appear as an elderly person? All of these augmented reality features are made possible by AI image recognition.

Neural networks have enabled apps like Snapchat,Facebook, Instagram, FaceApp, and TikTok to let you do some pretty amazing things, like transforming yourself into an animal, exchanging faces with a friend, or even vomiting rainbows. The outcomes can be both terrifying and funny.

According to BoredPanda, funny face swaps can be created on Snapchat. This application can be used to craft some humorous images that can be shared with friends.

Millions of people around the world are using these vanishing messaging apps not just for communicating with their friends, but also for brands to establish meaningful connections with their audience. Artificial Intelligence is revolutionizing the way brands interact with people on social media, allowing them to create more intimate and personal relationships.

11. Bidding for Ads

The practice of putting in an offer for an advertisement is known as advertisement bidding.

Recently, if you’ve purchased advertisement space on GoogleAdWords, you have already benefited from AI technology in the form of the automated bidding system. This system allows advertisers to make bids for the lowest possible cost per click (CPC) with the aim of gaining the most traffic from Google results in an efficient and effective manner.

Adgorithms has developed an AI, dubbed Albert, which they intend to use in the control of complete advertising campaigns. It is anticipated that the majority of digital display ad spending will be directed towards programming advertising, and Albert is set to manage the bidding, integration, management, and execution of these campaigns on various platforms, such as email, search engines, and social media.

Business administrators and executives can inform Albert of their desired goal, who the goal should be directed to, and where it should be applied, then “he” will take care of the rest. As Albert is AI, he is able to work more efficiently than a person and can spot various audience segments and purchasing trends by analyzing data.

Harley-Davidson of NYC began using Albert, and the result was three times the number of sales than the physical dealership usually had in a single week. This brand attributes its 40% rise in motorcycle sales and 566% increase in website visits to the use of Albert.

12. Conversational AI

Chatbots are increasingly becoming a form of Artificial Intelligence (AI) through which users can interact with a system in a conversational manner. By leveraging technologies such as natural language processing, machine learning, and other advanced AI techniques, these bots can understand user queries and respond in an appropriate manner. This type of AI technology is becoming increasingly popular, as it offers a more natural and efficient way to interact with digital systems.

Many companies have found messaging platforms like Facebook Messenger, Slack and WhatsApp to be beneficial for customer communication. The speed of these apps is attractive, as customers are already familiar with them, and many times, people would prefer not to make a call when seeking an answer.

GrowthBot is a chatbot designed to make the process of finding answers to typical marketing and sales questions simpler. Rather than having to search for information, the bot provides it directly.

GrowthBot functions effectively on Slack, allowing users to feasibly attain answers to their inquiries concerning various industries and companies without having to go searching for them. Responses are swift and comprehensive.

Chatbots such as GrowthBot provide marketers and salespeople with a great deal of data that they can easily access and evaluate to boost their productivity. How awesome is that?

13. Job Coordination

Organizing and managing tasks is an important part of any successful project. It enables those involved in a project to easily identify the tasks that need to be completed and the order they should be completed in. This helps to ensure that tasks are completed on time and that resources are used efficiently. Task management also helps to identify any potential issues that may arise and helps to create solutions to these issues before they become a problem.

Engaging in repetitive tasks can sap the energy that is needed to design and enact remarkable campaigns. Through AI-powered services such as “IFTTT” or “If This, Then That,” marketers can appoint certain automated processes to take place when other activities occur.

IFTTT has a multitude of applets available for marketers which permit one marketing task to be completed automatically when another is finished. For instance, you can have your Facebook photo altered whenever your Twitter photo is changed, or you can be informed when your business is mentioned in several publications or on Twitter.

It’s true that these tasks may appear insignificant, however they can add up and save you many hours that could be dedicated to more beneficial marketing activities.

If you are overwhelmed with managing email lists and writing marketing or transactional emails, then you should consider a program like HubSpot’s own software with which you can automate emails through a workflow. Thisworkflow feature can be a great help in taking some of the burden off of yourself.

14. Transfer of Salesmanship

In conclusion, when the content produced by marketers has achieved the result of generating leads that are ready to cooperate with salespeople, AI can be used to facilitate the transition.

CenturyLink, one of the world’s largest telecommunications providers, sought out the help of Conversica’s AI-powered assistant, “Angie”. CenturyLink needed her to identify which leads among their thousands of daily inquiries were worth pursuing. Angie’s job was to send out initial emails to new leads to decide whether a human sales representative needed to be involved. This helped CenturyLink save time, effort, and money as they did not have to hire another person for the job.

At CenturyLink, Angie has the capability to uncover 40 potential customers each week and for each dollar spent on its AI, the company receives a return of $20. The AI has the capacity to discern 99% of the replies it receives when it contacts leads, therefore saving time for the business and allowing leads to communicate through the platform of their choice.

What About Myself?

If the idea of AI taking over marketing roles has made you anxious about your job security, you are not alone.

The great thing about Artificial Intelligence is that it can provide low-cost and highly efficient results. Yet there are certain things that AI cannot do. The most beneficial application of AI is when it works alongside humans in order to help us complete tasks faster and more effectively. Therefore, instead of viewing AI as a potential job-snatcher, we should consider it as a technology that can make our jobs easier, much like computers and the internet did during the last century.

The increasing use of AI in marketing could be exciting, as it could mean you have more time available to work on higher-level projects and have the mundane tasks handled for you. To understand more about AI and the potential of artificial intelligence, please read the HubSpot researchhere andhere for further information.

What AI technologies are you contemplating using? We’d love to hear your thoughts in the comments section.

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Zach Jackson
Zach Jackson

Digital Marketing & Founder - Intelisys Digital

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