The Role of AI in Marketing and How to Use It

AI is revolutionizing marketing. AI in marketing goes beyond automation; it empowers marketing teams with intelligent tools that use deep learning to gain insight into customer behavior and trends. This knowledge enables the creation of highly personalized customer experiences while optimizing marketing budgets.

AI in Marketing: A Brief History

AI's use in marketing may be recent, but the concept of using intelligent machines to handle tasks is not.

Recommendation software, a precursor to AI in digital marketing, was embraced by companies like Amazon and Netflix. They leveraged machine learning to maximize data on customer preferences, offering product and content suggestions tailored to individual tastes.

The Explosion of AI in Marketing

A report by PwC predicts that the impact of AI’s deployment in business and elsewhere will add $15.7 trillion to the global economy and boost the gross domestic product (GDP) in local economies by 26% by 2030.

And now, with advancements like generative AI, artificial intelligence is experiencing a period of hyper-growth.

Generative AI can be used to create content including text, images, audio, and video. This technology opens the door to analyzing marketing data, creating personalized campaigns, and enhancing customer interactions with much greater efficiency, speed, and scale.

McKinsey, which conducted research on the economic impacts of generative AI, asserts that the technology “is poised to transform roles and boost performance across functions” — including marketing, sales, and customer operations.

Importance of Using AI in Marketing

So, artificial intelligence is a powerful tool for marketers, and it can be applied to many areas of their work. But one of the key reasons that teams today use AI marketing tools is to automate highly repetitive tasks.

A recent Salesforce and YouGov survey found that more than half of marketing professionals (53%) see generative AI as a game-changer.

Marketers surveyed also estimated that the technology can help them save about five hours of work every week, which translates to about one month per year. (Imagine what your marketing team could accomplish if you could reclaim a month’s worth of work time?)

Generative AI Tools Most Used:

In the realm of AI marketing tools, a variety of platforms and technologies have gained prominence. Here are some of the most utilized tools among early adopters:

• ChatGPT (55%) for crafting human-like text.
• Copy.ai (42%) for natural language processing.
• Jasper.ai (35%) for copywriting.
• Peppertype.ai (29%) for generating full article content.
• MidJourney (24%) for text-to-image generation.

These tools empower marketers with a range of capabilities, from crafting compelling copy to generating visual content, catering to diverse marketing needs.

While the text-based solutions have showcased remarkable prowess, image-based solutions continue to evolve in tandem with technology advancements.

5 Key Applications of AI in Marketing

Now, let’s examine some of the top ways an AI marketing platform and similar solutions can help to support marketing teams in their everyday work:

1. Customer Segmentation and Targeting

Machine learning models that use cloud infrastructure can handle customer segmentation at scale, allowing marketers to work with large volumes of data with ease and slice and dice that information for use in campaigns. They can personalize and customize marketing assets much more effectively and efficiently with help from AI.

2. Marketing Automation and Campaign Optimization

AI marketing platforms enable automation at scale for repetitive tasks such as email, social media posting, ad placement, and content distribution.

Removing routine processes frees up more time for marketers to focus on higher-value tasks, like creative marketing and campaign strategy.

3. Data Analytics and Predictive Modeling

AI can analyze vast amounts of structured and unstructured data, identify patterns in that data, and generate actionable insights into customer behavior and predictive analytics.

For example, purchase history and web browsing patterns allow companies like Amazon to anticipate customer needs and personalize customer outreach based on that data through emails, texts, web ads, and digital assistants like Alexa. (“Last month you purchased dishwashing detergent. Would you like to buy it again?”)

AI can also detect insights from customers in real time. Have you ever abandoned your cart while shopping online? How quickly did you receive an email or text asking if you had forgotten something? That’s AI at work.

4. Natural Language Processing (NLP) in Marketing

NLP is AI’s tool for understanding and interpreting human language. NLP plays a vital role in helping marketing teams with sentiment analysis, social media monitoring, and voice-activation marketing, such as voice search.

NLP can be customized for each user to hyper-personalize experiences. So, for instance, a chatbot can accompany web users on the customer journey and make suggestions for where to go next on the site for more information.

NLP also monitors social media. AI pushes detailed analysis of customer sentiment from social posts and other interactions to marketing to inform new campaigns, and when to change up tactics for existing campaigns so they will resonate better with consumers.

5. Content and Lead Generation

AI can analyze customer preferences, interests, and browsing behavior to generate relevant and engaging content for those customers.

The ability to create compelling content with speed and ease saves marketing teams time and money. It also allows marketers to curate existing content so that customers see only relevant ads and other marketing outreach from the business.

Final Notes

In conclusion, AI is not just a buzzword in marketing; it's a transformative force. Embracing AI in marketing can lead to more personalized, efficient, and effective campaigns, ultimately enhancing customer experiences and driving better results.

While challenges exist, the benefits far outweigh them, making AI an indispensable tool in the modern marketer's toolkit. To remain competitive in the evolving landscape of marketing, it's imperative to harness the power of AI effectively.

Published by

[

](https://www.linkedin.com/in/melissa-digital-marketing/)

Discover the transformative power of AI in marketing! 🌐 Gain insights from industry research and learn how to leverage AI for customer segmentation, marketing automation, data analytics, natural language processing, content generation, and more. 💻 Stay ahead in the new age of marketing! 🚀 hashtagai hashtagmarketing hashtagaimarketing