The Impact of AI on Process Automation In Marketing

The term “AI” was first defined in the middle of the last century. In the same period, the first neural network was created. However, the technological level did not allow the implementation of the scientists’ ideas. Therefore, AI had to wait for the leap in developing the IT-sphere in the 21st century.

Currently, a computer program performs quite a large part of the processing, analysis, and application of data. And it does it no worse, and often even better, than a human.

AI — What is It?

AI is a computer system capable of imitating a human’s intellectual activity. In simple words, AI can learn, manipulate acquired knowledge and solve various problems. Conventionally, there are two types of AI:

  • narrow AI;

  • strong AI.

Narrow AI refers to a program, machine, or system that solves one highly specialized task. One of the first introductions of such technology to the general public occurred during the popularity of chess battles between famous grandmasters and computers. Also, relevant technology is automatic backlinks purchase.

Weak AI has long been an integral part of our world. Here are just a few of its implementations:

  • facial and speech recognition;

  • weather forecasting;

  • business data analysis;

  • generation of personalized recommendations;

  • vehicle autopilot;

  • the creation of images (the Pixelixe Studio toolkit will help with this), 3D models, and musical fragments.

Virtually Any Intelligent Task Can Be Programmed and Solved with Weak AI

A General AI is a computer entity that, in theory, would have all the attributes of a thinking person. So far, there is no clear definition of this technology, nor is there a detailed description. However, scientists agree that these qualities should characterize strong AI:

  • learnability;

  • strategic thinking;

  • willpower is present;

  • reality determination;

  • ability to make decisions;

  • ability to respond to the environment;

  • self-awareness.

In other words, a strong AI is almost wholly comparable to the human mind. It can evolve, “feel,” react, plan, and use its baggage of knowledge. To have AI with such a set of qualities seems fantastic. However, relatively recently, the same status was held by the capabilities we can demonstrate via weak AI everywhere.

It is worth noting that there is also the term “super-AI.” It is easy to guess that this technology is ascribed superiority over humans in all forms of mental activity.

AI — an Assistant for Marketing

AI can analyze data, make predictions, and generate content. All of these activities are very useful for promoting a product or service. Earlier, AI capabilities were used only by the major players in the market (due to the high cost of the technology and the implementation complexity). Still, now there are many ready-made solutions for tasks of any scale. In addition, the cost of AI “services” is no longer exorbitant, and now AI products are available to medium-sized and small businesses. AI product discovery tools like Pendo and Maze can help companies uncover new product opportunities and understand customer needs through analysis of customer data and online conversations.

Narrow AI can solve many highly specialized tasks, including those of marketing:

  1. Research on target audiences.

  2. Analyzing and planning advertising campaign spending.

  3. Ensuring customer communication.

  4. Making customized offers.

  5. Content generation and distribution.

AI can improve marketing efficiency and simplify almost every stage of product promotion. In this case, AI can do most of the work (e.g., analytics) better and faster than a human.

Do You Need Personalization? AI Can Do It

Currently, without personalized offers and “point-to-point” promotions, it is difficult to count on stable sales and customer loyalty. Much of the marketer’s “headache” lies in “guessing” the target audience’s needs. Personalization of advertising, loyalty programs, content, and product offerings all increase the likelihood of customer engagement in the sales funnel.

In a simplified version, the personalization process consists of the following steps:

  1. Researching the demand and interests of potential customers.

  2. Obtaining customer information.

  3. Forecasting and data analysis.

  4. Creation of a customized offer/content.

Personalized promotion is built on collecting information about the user and analyzing their behavior and interests. AI can track visitors’ actions on the site, form a customer portrait, and segment the customer base. As a result, AI receives data from making an individual offer.

Can AI Improve the Effectiveness of Marketing?

Personalization of advertising and content is everywhere with us. Time is a precious resource. YouTube video recommendation lists, track selections on music services, personalized offers, and discounts are all designed to save a precious time resource. Computer systems analyze our preferences and requests, selecting the most suitable content and goods.

AI filters the flow of information of an advertising or entertainment nature. For those who want to paint this process in harmful colors, we can exaggerate that the robot controls our preferences and choices, what to watch and listen to, what products to buy.

Communicating with AI is Informative and Simple

One of the marketing tasks is establishing effective and, preferably, regular communication with the client. To interest a potential customer, presenting the product or service and providing a consultation are necessary. Then the customer needs to be guided through the entire sales funnel with reminders and notifications at essential stages. But this is not the end of the customer interaction. It’s vital to constantly remind the customer about the brand, company, or product to increase customer loyalty and build a long-term relationship.

A sales manager can actively communicate with customers, but most of the informative touches can be taken care of by AI, such as a chatbot or a robotic phone consultant.

A chatbot in a messenger or on a site is like a personal assistant for each client. Many services help create a robotic assistant capable of delivering all the critical information to the end-user.

A teachable chatbot will answer questions, help with product selection, provide advice, introduce promotional offers, etc. And all this in a straightforward dialog format. And, importantly, without the involvement of human resources from the company.

Painless Marketing Automation

AI fulfills a problematic multi-component task that is an impressive part that can automate business, brand, or service promotion. The trend toward using AI in marketing will only get stronger. AI can take over most of the operations associated with promoting a product or service. Thus, businesses get the opportunity to create a virtually autonomous system that will perform the functions of a marketing department.

Given the pace of development of AI technology, soon, “non-human” intelligence will be able to successfully replace humans in processes that require creativity and critical thinking. As a result, many companies may outsource marketing to learning computer systems shortly.

Ethical Issues in AI Solutions

Some super-efficient solutions from algorithms strike people as unethical, harshly criticized, or even frightening. Ford, for example, recently faced harsh criticism after it patented technology to automatically recognize outdoor advertising — advertisements from outdoor billboards were supposed to show the driver directly on a screen in the car.

In May 2021, a petition appeared online urging Spotify to limit the capabilities of its algorithms. In late January, the service patented technology that would allow it to determine a user’s condition, stress level, age, and even race by the intonation of their voice. Customers found this level of personalization intimidating.

Prospects for Using AI

Already, the use of AI steadily correlates with higher business performance and more significant revenue. AI is guaranteed to help improve economic performance and offload staff, launch more effective campaigns, and better analyze them. AI can assist copywriters, editors, the production team, and the analytics department, but it cannot entirely replace them.

Most marketers think 1/4 of all marketing tasks will be automated by 2026. Furthermore, 43% believe AI will start doing half of all tasks by then.

From the outside, it can be challenging for people to understand how neural networks and intelligent algorithms work, so from the outside, they can seem almost magical. But, in many ways, this is an accurate characterization: AI increases profits, get rid of routine tasks, and takes a fresh look at the problem.

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