3 Areas Artificial Intelligence Will Impact Marketing

Artificial intelligence and machine learning are starting to have a real impact on marketing, and the executives we’ve spoken to can’t wait for more. The topic has come up on many episodes of “The Marketing Garage” — our podcast that talks to marketing executives about their technology — as the tech marketers are most excited for in the future. This month we interviewed Adelyn Zhou, head of marketing for TopBots, a strategy and research firm in applied AI. She says there are three areas where AI is going to heavily impact marketing: 1. AI for Lead Scoring “A lot of lead scoring is going to be improved significantly with AI,” says Zhou. “If you actually use real AI, there’s a significant enhancement in terms of personalization, understanding who’s going to buy, who’s not, and creating similar target market segments that can lead to significant lifts.” As an example, she points to Harley Davidson, which increased sales leads over 2000 percent by using a system that scored leads “in a much more intelligent way.” 2. AI for Content Creation and Curation The one area many people thought AI could not help is turning out to be one of the most fertile: Creative. “Toyota recently started to create AI-generated ads,” she explains. “Over the course of a couple months, they were able to generate a system that created realistic-sounding, good, “pun-ny” sometimes, lines that they were able to implement” in their marketing. And it’s not just copy. AI is for visual content, as well. “You can have AI now create human faces,” says Zhou. She points to a recent Dove campaign with models of every race and ethnicity: You could make all of them with AI. 3. AI for Marketing Operations The easiest way for a company to start with AI is with tools that help manage the team and operations. Use tools like AI assistants, schedulers and others “to help make your life much more efficient.” You don’t have to look far to find these bots. Many of them are popping up in already popular tools. “Slack has tons of bots,” says Zhou. They allow you to create polls, automate meeting scheduling and more. But what about AI that actually interacts with your target market? TopBots has compiled a list of 100 bots “you have to see.” Check out the infographic (above) of those companies by industry. You can find out more about what they do by visiting TopBots.com.

Marketing Innovation

3 Areas Artificial Intelligence Will Impact Marketing

Thorin McGee

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Thorin McGee