For marketing teams concerned with adapting to a quickly changing landscape, it is now widely recognized that AI technology is necessary to stay ahead of the curve.  Recent advances in machine learning have inaugurated a disruption in marketing operations–how decisions are made and how campaigns are deployed.

Marketing AI can be used in marketing initiatives across a broad array of industries–including financial–and other consultation–services, entertainment, healthcare, and retail.  As a result of this sea change, most marketing specialist and analyst jobs will be replaced by marketing technology in the coming years.

The benefits of leveraging AI for marketing operations are now undeniable–especially when it comes to increasing efficiency across various processes.  AI can help to automate processes–from parsing marketing data to conducting security authorizations.  This allows marketing teams more time to work on strategic and analytical tasks.  Other benefits include risk reduction, increased speed, greater customer satisfaction, increased revenue.

Depending on the algorithm being used, marketing teams will be apprised of what worked and what didn’t, based on state-of-the-art analytics technology.  AI can also help make brands more competitive by enabling dynamic pricing.  AI platforms are able to suggest optimal prices for products–responding to market fluctuations in real time.  They do this by rapidly evaluating massive amounts of historical and competitive data, allowing brands to adjust prices to reflect demand for certain products–thereby edging out the competition.

A great case-study is Spotify.  The company uses AI for its renown recommendation engine, promoting certain content based on what each customer has listened to in the past, current hits within relevant genres, and which music is being talked about on pertinent social media channels.  It uses these data-sets to create customized playlists for users and to create genre playlists based on artists that appear in social media mentions.  As a result, Spotify has become a top streaming service.  This is yet another reminder that AI is the best way to enhance customer experience through personalization…thereby attracting more business.  Its application of AI can be parlayed into other contexts, whether it is promoting an advisory service or hawking widgets.

Meanwhile, Amazon has a super-charged AI that uses predictive analytics to suggest products to consumers.  Suggestions are based on past purchases and behaviors, an approach that drastically increases conversions and customer satisfaction.

AI platforms can gather valuable data on customers that allow marketing teams to increase conversion rates and improve the customer’s experience.  Marketing teams can then analyze the data to create a more nuanced view of the customer, considering additional factors.  Machine learning can be used to ascertain whether or not a user would have clicked on something regardless of the image, and how that plays into future messaging.

AI can also be used to help marketing teams more accurately track attribution, enabling them to see which campaigns yielded the best ROI.  Many organizations have trouble keeping pace with all of the data digital campaigns produce, making it difficult to tie success back to specific campaigns.  As Amazon has demonstrated, machine learning overcomes this obstacle.

A highly granular level of personalization is expected by today’s consumers.  AI-enabled micro-targeting makes this possible.  Marketing messages are most effective when they are tailored according to a user’s interests, purchase history, location, past brand interactions, etc.  An AI can handle these complex calculations, while taking into account a host of other specified data points.  AI helps marketing teams go beyond standard demographic data to determine consumer preferences on a granular, individual level.

AI platforms also save money.  They can make fast decisions on how to best allocate funds across media channels or analyze the most effective ad placements; thereby ensuring marketing teams reduce costs and achieve the most value in the least amount of time.  Marketing teams that leverage AI are able to procure a more comprehensive view of what is working so that effective campaigns can be replicated across channels; and budgets allocated accordingly.

Marketing teams must be able to perform such vital functions faster than ever–identifying economic trends that will impact marketing efforts going forward.  With AI, marketers no longer have to wait until the end of a campaign to make decisions.  By availing themselves of cutting-edge technology like that of MarketingMachine.AI, they can use real-time analytics to make better media choices.

Online businesses that leverage AI solutions for their outreach can better allocate funds towards successful campaigns and provide the metrics that show the value of any given deployment.  This is a reminder that it is necessary to capitalize on the latest technological breakthroughs if one is to remain competitive in this changing marketing landscape.