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Impact of Artificial Intelligence on Marketing

Our new recruit Emily Marmara considers how AI is likely to impact on marketing your business or organisation, the opportunities and the challenges ahead.

Artificial intelligence is undoubtedly a hot topic in the technology industry at the moment and its impact is becoming increasingly widespread across other industries too, including marketing. First what is AI? Everyone has a different understanding, but in principle it is the advancement of computer systems to enable them to complete tasks that are traditionally completed by us humans.

So, how is artificial intelligence likely to disrupt today’s marketing industry? It already is – from increased use of programmatic in display advertising to the rising use of Voice Tech and the Internet of Things. But there’s a lot more to come.

First up the benefits supporters of AI saying it will bring.

Increased understanding of your audience

Artificial intelligence can optimise understanding of consumer intent by identifying patterns in personal interests, spending habits and different demographics on a much broader scale than a marketer could possibly do on their own. It would then be possible to categorise people into unique groups and marketing agencies would be able to create more successful, personalised campaigns.

Make sure the time is right

Ensuring each marketing campaign is launched at the optimal time can sometimes be a bit of a guessing game. However, AI software can analyse consumer behaviour in order to intelligently target communications to those receiving them. This can particularly benefit paid-for campaigns by ensuring companies get the best value for money through placing adverts at the most rewarding time.

Intelligent content generation

Another benefit of AI is to save time for content creators and improve digital marketing results through intelligent content generation. The aim is to create more engaging ‘human-sounding’ content that is simultaneously optimised to create maximum impressions. For example, Phrasee, which is already being used by the likes of Gumtree, Domino’s and Virgin Holidays, uses a Natural Language Generation (NLG) system to write subject lines, push notifications and Facebook adverts that maintain a brand’s voice.

And the challenges?

AI often requires complex integration and prior knowledge of AI systems, but it’s getting simpler. There’s also the human cost.  The ideal is that artificial intelligence software enhances existing processes, freeing us marketing and PR professionals who remain to focus on creative or expert in getting the AI algorithms to work for our clients.

What is clear is that in the next few years, marketing agencies of all sizes will need to adapt to the AI revolution, putting it front and centre as its importance grows.  But that’s what we’re good at – from old school to digital school. The most successful agencies will face the future with confidence. Bring it on.

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