Artificial intelligence is impacting businesses in a variety of interesting ways, and digital marketing is no exception. Pretty much any industry that uses data analysis can benefit from AI integrations. From retail to FinTech, artificial intelligence is changing and improving business practices across the board.
Here we will focus on the impact of AI in digital marketing, what changes have already occurred and what we can expect in the future.
AI-Powered Digital Marketing Today
The most customer-facing example of AI in digital marketing is the chatbot. By now, everybody using the internet will likely have arrived on a website to be greeted by a small pop-up in the corner asking if we have any questions etc. Those of us who’ve had the need to discuss an issue with a company’s customer service has no doubt had to conduct a conversation with an AI-powered chatbot before being granted access to a human agent.
Oftentimes, the AI chatbot solves the issue before there is any need to contact a human agent. This is because the bot would have been programmed to know the answers to the most common questions. Depending on keywords and phrases used by the customer, the chatbot will provide automated answers or instructions to solve the customer’s issue by itself. This obviously saves time for the human agents who can get on with more important work. AI chatbots can also be available 24/7. Meanwhile, the customer gets their issue solved immediately without having to wait at least several minutes for a human agent to be free, assuming one is working at the time of the query.
AI in digital marketing also helps improve the user experience by personalizing the content a user encounters while browsing a website. AI tracks user behavior such as spending habits and pages they engage with. The AI can then analyze that information to market related products to the users. Such customized content can significantly drive sales.
Artificial intelligence is also helping businesses reduce their costs by automating tedious and time-consuming tasks. Some tasks could take a human-hours or even days to complete but are completed in a fraction of that time when automated. The AI also eliminates human error and bias, thus producing a more accurate analysis.
The Future of AI in Digital Marketing
Personalization of digital marketing is going to keep improving in the future. Marketers can use AI to automate pay-per-click advertising, display advertising, conversion rates and search engine marketing. We will also see it being used more and more for keyword research, SEO and social media marketing, as well as the beforementioned website analytics.
One big leap forward we can expect to see soon is predictive analytics or predictive modelling. This is AI that extracts actionable information from sources that haven’t previously been able to provide it. A big example of this will be AI which can understand texts in images and videos, a project already being undertaken by Facebook.
To find out more about AI in digital marketing and how your organization could use it, please contact our team at +1 800 974 7219 ext. 202. Alternatively, complete the online form and a member of our team will contact you.