A recent research by Weber Shandwick reveals that 68% of corporate marketing managers are planning to implement short-term Artificial Intelligence (AI) structures and strategies within their workflow.
The same research shows how 58% of the managers themselves feel that the AI will have a significantly greater impact than that of the Social Media.
It is undeniable that AI and marketing will have and have ways to meet.
The starting point of marketing and sales is to use platforms to deliver ads / promo / advertising. To make proselytism and increase awareness of companies.
Once there was the Email.
Then came Google.
Now Snapchat and Instagram.
These are platforms, digital ecosystems.
The AI is definitely a different thing: it is primarily a technology. Or rather, a technology system. It works fine if it can work on the data. So many data.
And repetitive. Or at least sequential and programmed.
It is obvious that the marketing paradigm is changing. Artificial intelligence is able to perform better certain tasks that human beings perform with fatigue and in a much longer time: the analysis of the data base, as we said. This subdivision of “tasks” certainly leaves the human “creative” part of the process in hand. What (for now) can not be done by AI.
A Demandbase search at the end of 2016 reveals the benefits that Marketing Managers expect from AI: 60% believe that AI is in degrees to provide a better view of the entire customer. For 56%, the benefit lies in better and more detailed campaign analysis. For 53% in prospect support.
Companies are already using AI in at least 3 domains:
- Customer Service. Here we talk above all about Chatbot, virtual assistants located at the border between natural language processing and machine learning.
- Consumer Feeling. Social media and user generated content have produced a massive amount of data. Of sentences, statements, data: Semantic analysis and AI have the purpose of investigating beyond the surface, to interpret the actual sentiment and actual inclinations of customers.
- Product recommendations. Here the intention is to understand and anticipate customers’ buying intentions, thus providing recommendations, suggestions, and inputs.
The possibilities offered by AI are really endless and we are just beginning the journey.