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AI’s expanding role in marketing

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With the line between human and artificial intelligence fading every passing day, the application areas of AI are expanding incrementally. Take the field of marketing, for example. Given its emphasis on the emotional connection with the audience, marketing is a field that typically requires a human touch. It may appear that AI can be little to no help to marketers. However, AI can help improve many marketing workflows. We must recognize the future potential of AI and marketing technology being tightly entwined, especially in light of current AI phenomena like intelligent conversational chatbots that have taken the globe by storm.

Software and data-driven marketing techniques have become crucial in today’s market, where businesses rely on cutting-edge marketing technology stacks, or “martech stacks.” As the marketing landscape matures, companies must harness AI to go beyond their current martech capabilities. With AI, marketers can analyze vast data sets, uncover patterns and trends, and produce targeted advertisements at scale.

Unlocking the potential: Intelligent engagement ecosystems

The sheer volume of sporadic marketing campaigns can overwhelm and desensitize consumers. To bridge the gap and create successful campaigns, AI establishes intelligent marketing ecosystems where organizations and consumers can connect on a personal level.

Personalization at scale: Customer data, such as comments, videos, images, and social media posts, can be analyzed using predictive models powered by statistical and machine learning methods. This segmentation allows marketers to fully understand customer needs and run personalized, focused marketing campaigns that foster increased client interaction.

Actionable insights with predictive analytics: By conducting detailed data analysis on vast customer profiles, ML algorithms generate valuable insights for marketers. Demand forecasting is just one example, helping marketers anticipate changes in consumer preferences and enabling proactive product recommendations.

Campaign optimization with automation: AI automates numerous repetitive tasks in marketing campaigns, such as email sending, social media planning, budget tracking, and data analysis. This frees marketers to focus on strategy while ML algorithms handle forecasting and conversion rate predictions.

Enhanced content impact with Natural Language Processing (NLP): Marketers can leverage Natural Language Understanding (NLU) and Natural Language Generation (NLG) to analyze consumer behavior, create personalized messages, and gauge consumer sentiment from social media posts and reviews.

Embracing the AI advantage in marketing

AI empowers marketing professionals to optimize their campaigns with ease and effectiveness:

  • Account-Based Marketing (ABM) benefits from AI in locating high-value accounts, promoting personalized content creation, and gaining real-time insights into campaign performance.
  • AI has also enhanced sales, enabling executives to understand client demands better using speech-to-text technology and calculating the probability of prospects becoming long-term customers.

Unlocking the AI advantage safely and effectively

Adopting AI in marketing requires a well-thought-out strategy:

  • Set business goals: Identify operational and marketing inefficiencies and assess how AI can address them to achieve specific objectives, considering budget constraints.
  • Choose the appropriate tools: Select AI platforms and solutions that align with marketing goals, ensuring efficient and cost-effective implementation.
  • Develop internal expertise: To make the most of AI in martech, organizations must upskill current staff or hire new talent with data science and AI knowledge.

AI: En-route reinvention, not replacement

AI’s role in martech is predicted to soar, with the market value estimated to surpass USD 48.8 billion by 2030, growing at a CAGR of 28.6%. However, AI is not here to replace human marketers; it complements their expertise to enable more effective work. While AI provides data-driven insights, marketers can creatively use this knowledge to craft unique and compelling campaigns that drive long-term business growth. The future holds immense promise as marketers leverage AI’s potential to achieve new heights of success.


Amit Tyagi

Chief Marketing Officer








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