Marketing AI continues to gain places in the strategies of large companies. Using the many benefits of artificial intelligence, marketing AI enables brands to be more competitive by dramatically improving the user experience. This is a powerful lever that companies will have to apply on a permanent basis in the years to come.
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What is Marketing AI?
Marketing AI is a concept aimed at using artificial intelligence for the benefit of marketing. It is mainly adopted in a process of improving and personalizing the user’s sales journey. Marketing AI makes it possible to collect data and anticipate consumer needs.
Examples of marketing AI
In marketing, the use of artificial intelligence is becoming more and more democratic. For several years now, companies and major brands have been able to observe the benefits of using certain tools based on marketing AI. These tools offer companies the possibility of collecting essential data concerning consumers. Thus, they can analyze them in order to constantly improve their offers and their products.
Facial recognition is a process which, thanks to artificial intelligence, makes it possible to identify and analyze an individual’s face according to their features. Facial recognition is characterized as a software giving the possibility of recognizing an individual filmed by a camera and no matter where he is. Biometrics makes it possible to identify each individual with implacable precision. Facial recognition is often used in advertising to observe and understand the expressions of individuals filmed or photographed. Techniques are more and more developed in order to detect the emotions of each person. In addition, thanks to this technique, it is easier to measure the audience, its age, the attention it pays to a product, etc.
Machine learning is a scientific subfield of artificial intelligence. It is a question here of leaving room for the algorithms which themselves will look for specific data recurring regularly in a set of very precise elements. These can take the form of statistics, images or even words. Machine learning algorithms are like little robots learning to analyze collected data. Companies use it to process this information precisely, to perfect their target and to enhance customer engagement. Marketing AI gives every company the opportunity to improve the user journey of its customers.
Chatbots are obviously part of marketing AI. When an Internet user arrives on a website, chatbots are these small virtual speakers appearing through a window at the bottom of the screen. These assistants allow users to guide them on the site or to answer their questions by offering them pre-established answers. Chatbots are simply an algorithm that intelligently responds to the various questions that the Internet user may ask themselves. It analyzes each data and automatically compares it to the old ones already in memory. All industries can use chatbots as they are believed to significantly improve the user experience by providing relevant information. Chatbots are ultra-efficient and capable of detecting if the Internet user encounters a problem while browsing the site or following the question asked.
Voice assistance and automatic search
Marketing AI also includes the technique of voice assistance and automatic search. It is a service increasingly used by Internet users, they appreciate this new and personalized experience. Thus, when they perform a search in the search bar of a website, the latter can use artificial intelligence to suggest results that meet or approach their request. A time saver for the visitor, but also a personalized experience. The voice assistance offered by Google Home or Siri for Apple offers users a truly qualitative experience. Thus, with a simple click or by pressing a button on the telephone, the user can have very quick access to his research. Algorithms know how to read requests, analyze them and respond to them.
It is the most widespread and practiced marketing AI. Visitors simply use the Google search bar to get their questions answered. Algorithms analyze each search and personify the answers given. Depending on where the Internet user is located, his previous searches, Google’s algorithms know how to immediately detect and personalize the answers. Companies use this artificial intelligence when they put into practice natural referencing techniques, for example. They adapt their content to attract Internet users, but also Google robots. It is also a real growth driver for companies. The algorithms collect information about users and use it, for example on social networks, to show them advertisements that meet their needs.
Here too, artificial intelligence takes its place. Social networks form a giant crossroads between populations around the world and companies and major brands have understood the importance of being present on these platforms. Artificial intelligence materializes here in the advertisements that Internet users can see appear in their newsfeed. The advertisements that scroll in this way on the profiles of each user are therefore not insignificant. They are directly linked to previous searches made by visitors on search engines. Social network platforms today offer users the possibility of hiding the content of an advertisement that does not interest them, for example. This is a golden opportunity for companies to improve customer targeting.
Personalization of content
More and more big brands are putting artificial intelligence into practice in their marketing strategy to personalize their content. Indeed, by using certain algorithms, companies can obtain relevant information about their users and can thus offer them fully adapted content. On websites, for example, companies can encourage Internet users to take an interest in certain products by having been able to analyze their previous behavior. Thus, the needs of consumers are anticipated and companies offer them a response that meets their expectations.
Finally, new tools are appearing to facilitate the sales missions of salespeople. Indeed, some software using artificial intelligence can help companies classify prospects according to their intensity of desire to buy. The software’s algorithms know how to qualify prospects and transmit reliable indications to salespeople who can thus optimize their sales process. Some software is even capable of sending e-mails directly to prospects to obtain their consent to a possible exchange with a company sales representative.
AI marketing therefore has a real interest for companies wishing to develop. In addition to understanding customer needs and improving their sales journey, AI marketing makes it possible to study all the data collected reliably and quickly.
To go further, download this free guide and learn how to create your first chatbot.