There are many different ways that ai marketing can be used to enhance digital marketing, from providing valuable insights and personalized content to streamlining more mundane tasks. However, implementing AI is not always rainbows and butterflies, so it’s important for marketers to be discerning about the AI platforms they select to ensure that they will achieve their goals.
One of the first steps is laying out goals and expectations for the use of AI in marketing. Organizations should evaluate what worked and didn’t in past campaigns, as well as how they expect the use of AI to impact future performance. Then, once stakeholders have aligned, they can start to select AI solutions based on capabilities. This may include identifying which gaps AI can fill, such as speed and productivity, or more nuanced objectives like improving overall customer satisfaction.
Another consideration is the level of visibility that a brand wants into the AI decision-making process. Some platforms can provide a clear report on why an algorithm made a particular decision, while others might not be as transparent. Finally, a company should consider whether it has the expertise in-house to train and maintain an AI platform, or if it will need to partner with a third party to do so.
AI can be used to perform predictive analytics on large data sets to spot trends and predict what consumers will want in the future, as well as improve customer experiences through personalization. For example, beauty brand Sephora used AI to develop a chatbot on Kik that can answer questions and help users narrow their choices by asking product preferences. This enables a more tailored experience for each consumer and is one of the most impressive examples of ai marketing.