The emerging field of artificial intelligence is a relatively new branch of computer science, and its marketing capabilities are coming into sharp focus. Companies are merging AI into their digital marketing strategies to maintain a competitive edge, primarily in lead generation, sales, content, and customer service.
Mimicking human intelligence is a tall order, but AI delivers through digital intelligence and machine learning automation. Harnessing the capabilities of AI computing means solving problems quickly and independently without real-time human assistance. Bonus: As AI optimizes websites, it learns how to improve results over time.
International marketing expert Carlos Beirao da Veiga advises his clients to improve their marketing programs through AI – and the sooner, the better. This era will reward companies that are early adopters of AI.
A native of Portugal, Beirao da Veiga provides marketing services to firms in Brazil, Argentina, Chile, and his home country through his agency, Da Veiga Consulting. As a strong proponent of digital technology, he is bullish on what AI brings to websites.
“AI is a complex technology, but adding it to a marketing program isn’t difficult,” Da Veiga says. “It’s hard to imagine an industry that AI won’t affect.”
The upshot for businesses is that AI software can evaluate data and draw conclusions while business owners aren’t at the wheel. As American investor Warren Buffet famously said, “If you don’t find a way to make money while you sleep, you will work until you die.” By folding AI into a business, the cash rolls in around the clock without the need for human management.
As Sundar Pichai, Google and Alphabet’s chief executive officer, said about AI, “It can make humans more productive than we have ever imagined.”
Carlos Beirao da Veiga Explains What AI Can and Can’t Do to Assist Marketers
Neurologists don’t completely understand how the brain works; it remains to be seen if an engineer can design AI that replaces the human brain’s capacity. However, via deep learning, AI software “learns” automatically from mistakes and behavior – and it never gets tired.
Because of its speedy powers of deduction, AI is a timesaver for gleaning correct, critical information for marketing purposes. The software-driven potential of AI infuses many marketing scenarios with clarity. Beirao da Veiga has examined how emerging AI technology can help marketers.
“The ascension of AI continues to be meteoric,” he says. “It’s no longer in the realm of science fiction. This technology will deliver untold benefits to companies in their marketing efforts.”
Still, marketers must pay attention to AI’s limitations. AI cannot integrate experience, expertise, authority, and trust into a website or blog content. Search engines seek information from experts who know what they’re talking about. For web users, this shortcoming of AI leads to higher rankings for websites that provide authenticity and truth in their content.
Where AI excels is its ability to gather large datasets to glean information. Such skills dovetail with the successful movement of mass customization, as companies can drill down on details with AI and customize that information to suit individuals’ desires. In e-commerce, 80% of customers are more likely to buy from a company offering personalized experiences and product recommendations.
AI-driven analysis optimizes information so companies can appeal to distinct customers. Because of this ability, artificial intelligence will change the future of marketing through predictive analytics. Learning about customer preferences will better equip marketers to determine future behavior, resulting in more effective marketing strategies and on-point products and services.
For example, leading online course platforms can integrate AI so that instructors better understand students’ behavior surrounding educational courses and discover how to improve student engagement. This technology helps education administrators to improve online courses.
Carlos Beirao da Veiga Says AI’s Data Analysis Abilities Are Mind-Blowing
With AI-powered analytics, companies can drive marketing success in various ways. Businesses can determine what’s going right or wrong with their website communications. Webinar platforms will be able to predict and unravel the reasons an audience disengages.
AI will glean insights from companies’ competitors. It also refines the lead-scoring process to find potential customers with greater accuracy. Then, with its predictive analytics powers, AI will improve product recommendations online.
For marketers, the list of AI tools is long. Many companies take advantage of AI-powered product recommendations for eCommerce. And most of them are seeing vast benefits, particularly in their bottom line. Notably, product behemoth Amazon receives up to a third of its income from such recommendations. Such percentages are a win-win for businesses. It’s why some companies sell more than others online.
AI Is a windfall for customer service, as chatbots can hold real-time conversations with users. Such digital chats build credibility, boost engagement, and improves customer loyalty. Live customer service teams perform one-of-a-kind services during company hours, but a chatbot can work around the clock. (Remember what Warren Buffet said?)
Currently, customer service via chatbot is the top application of AI, at 73%, according to the MIT Technology Review. Voice search will also improve as AI technologies like enhance online searches.
As Carlos Beirao da Veiga and other marketing experts understand, artificial intelligence is changing marketing. This technology will continue to do so at a rapid click, so now is the perfect time to add SI to marketing plans.