3 AI Prescriptions for the Health of Your Marketing

Even small businesses benefit from Artificial Intelligence

A guest post by Cas Proffitt

Artificial intelligence buzzwords have gained traction on the internet in recent years – machine learning, machine vision, neural networks, deep learning, and many more. It makes sense that these terms would find a home in our everyday vernacular. because machines who learn have jumped out of science fiction and into business as usual.

As researchers stay hard at work on artificial intelligence, the technology becomes increasingly more prominent in daily life with personal assistants such as Amazon’s artificial intelligence, Alexa. Google’s DeepDream, and IBM’s Watson are two other artificial intelligences that have found prominent social exposure. But AI finds a home outside the home as well  in many industries from healthcare to construction. One of the forerunning uses of artificial intelligence is marketing for the benefits it offers to both businesses and customers alike. Even small businesses can benefit from the power of AI, and here’s how:

1. Content Filtering, Curation and generation

Long gone are the days when every company has to hire a writer or marketer in order to curate or generate content. No more long hours of research, outlining, title brainstorming, writing, and editing. Now, artificial intelligence can generate content that is directly targeted to customers’ needs, going so far as to use the exact sorts of language that render the content most relatable. Although this particular form of AI is still budding and shows evidence of kinks yet to be worked out (as evidenced by this video of a sci-fi movie script written by an AI and acted out by humans), AI-driven content generation works very well already for data-heavy, repeating documents.

Although this article was born the “old-fashioned” way, you may see evidence of filtering or curation AI at work, especially if you found it via Twitter or Facebook.

Many companies are already utilizing AI for content curation in order to share highly relevant content with their users over social media without the need for human input, and Facebook uses content filtering to show you the most relevant posts in your feed.

2. Behavioural Targeting 

Know thyself and thy customer. Marketing is only effective when it’s targeted at someone in particular – broad strokes don’t cut it in this industry. CRMs like Salesforce use AI to help users understand their customers and their needs for more effective campaign targeting.

Beyond even that, companies such as 6sense and AgilOne can help marketers know what customers want and need before the customers themselves know using technologies such as  predictive analytics and machine learning. This can open opportunities for impeccable timing with offers and a greater understanding of the current and future needs of leads and clients.

3. Chatbots & Conversational Marketing

By 2020, 85% of customer interactions will not be managed by people, but instead by artificial intelligence, according to Gartner. That’s an astonishing number of man hours saved by companies who currently employ humans for tasks such as responding to emails, chatting with leads, and scheduling meetings.

Personal assistants like x.ai can already manage the email volley required to find the most convenient times for meetings with your colleagues, and Conversica can nurture leads and answer questions in a way that is indistinguishable from a human in marketing or sales.

In fact, as I learned in a conversation with Conversica’s Gary Gerber, their AI has had hundreds of millions of conversations and retains a 35% engagement rate, and so may be even better at the job than many humans in the market.

– Cas Proffitt is a B2B Content Marketer and Brand Consultant who specializes in disruptive technology and is Editor-in-Chief of Disruptor Daily. 

How do you use artificial intelligence to gain an edge in your business?