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Artificial Intelligence & Marketing: Where They Intersect

Artificial Intelligence & Marketing: Where They Intersect

Bots are every boss’s daydream. AI doesn’t need time off, nor does it come into work late, or cop an attitude with difficult clients. Bots alleviate enough hurdles for the company to save money, better allocate job responsibilities, make faster decisions, and scale. The advantages are astronomical for the companies that adopt AI solutions.

But what does this mean for the ultra human-centric world of marketing? Should we start looking for new jobs?

Fortunately for us, these bots are many years away from running a marketing department. AI programs are still busy collecting data to figure out how humans work. This same data is used by marketers (and in collaboration with machine learning) to improve campaign performance.

How Artificial Intelligence Is Transforming Marketing

Marketers have used one-trick pony AI applications for years. These functions are more commonly referred to as machine learning tools.

  • Smart fields turn one-size-fits-all email templates into personalized messages.
  • Bots collect data from website visitors and advertisement viewers.
  • Customer data is analyzed in order to help forecast which paid campaigns should receive the most clicks, and which ones will waste the department’s budget.

But an exciting development in AI that will literally change the face of modern marketing is image recognition. Bots can assess which images individuals have a taste for. And, just as smart fields switch out elements of text, a snippet of code can personalize images to the preferences of each audience member.

Will we see our own family members’ faces on healthcare banner ads soon? Probably not, but perhaps we’ll see people with similar facial features.

One of the most crucial, yet painstaking elements of content creation is pumping out an endless supply of it. Smart content creators will soon be able to take advantage of AI-driven asset suggestions. Artificial intelligence can produce ideas for marketers, saving brainstorming time and headaches.

How AI Changed During the 2020 COVID Pandemic

We’ve swapped out the cubicles for the kitchen table, conference rooms for virtual ones, and shopping centers for eCommerce. COVID continues to amplify the need to replace as many human jobs with bots as possible.

But it’s had a lonely impact on socialization. This longing is a problem chatbots cannot cure, but they might be able to offer a sort of remedy.

COVID kickstarted never-before-seen consumer expectations from the digital world, and AI is delivering. For the first time, we’re seeing virtual reality (VR) headsets sold en masse to quarantine households. Why?

Because no one wants to chat on Zoom after spending hours at work on the very same platform. Now they can chat in a photo-realistic hot air balloon with their friends. These virtual “realms” allow users an escape from the mundane. They can socialize with loved ones, alleviating many emotional needs at once. 

Another AI evolution to stem from the pandemic is privacy and security improvement.

Network providers understand that consumers (i.e. network users) demand increased protection against hacking. Thus they have invested in bot-driven defenses to catch wrongdoing long before a human would be able to detect it. This increase in privacy protection can become another part of a marketer’s arsenal. 

Marketing with AI, Psychology, and Color

The new school has married human marketing with algorithms to hit us where it matters most: our emotions.

Just as eCommerce sites can change the color of search results to show all blue inventory, based on user filters, artificial intelligence gives marketers this magic ability. Capitalizing on this targeted, color-palette manipulation is effective for brands, as is color-awareness in general.

The colors that make up your brand’s website can greatly impact engagement. To avoid rejection, savvy marketers should implement the psychology of color with the help of AI. Marketers are able to incorporate this intel into their designs with code. Therefore, a youthful, pop-loving client may see a neon version of an email while the Dean of a university might see it in the school’s colors.

It’s no novel concept that psychologically driven experiences have more impact — it’s just that marketers could never afford the manpower to necessitate and scale such tactics until now.

The simplest way to adapt as a modern marketer is to accept the bots. AI acts as a never-tiring army of workers; point them in the right direction and they’ll deliver what you need.

The good news is that human marketers will still run the show, now with better data-based strategies and more time to spend where it’s needed.

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