How AI Is Transforming Marketing and What It Means for Your Brand

The use of artificial intelligence has surrounded and emerged into our society, creating new trends and giving new meaning to the old ones. 

What a few years ago might have been considered a difficult task is now just a simple inquiry we enter into AI models. Creating a recipe with all the leftovers from your fridge? Done! Planning your next holiday? Done! Or, even simplyfing your Excel and extracting just the information you need? Done and done!

Everything can be done more easily, so why would the marketing environment be the one that does not have any updates? Well, as expected, the AI transformation can be seen in the marketing field as well. 

So, we’ve come up with a few answers and solutions in order to be prepared for the way AI might be transforming the industry and what it can mean for your brand!

Most recent studies in the field, demonstrated that AI has become common in the marketing department. A study from The Conference Board found that 87% of marketers have used AI or crossed paths with AI tools and that 68% of marketers are now using AI in their daily work. 

Even more so, a Deloitte Digital study found that the top three AI objectives of the companies that are using the technology are toward digital marketing. Another study revealed that 63% of marketing leaders from Gartner have already invested in artificial intelligence or are now planning to do so in the near future. 

As a result of the integration of AI in digital transformation, we can observe some of the next traits:

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It’s no surprise that artificial intelligence and machine learning have the power to create content for our marketing departments; you all have seen it. AI in marketing sometimes means AI in the process of generating content, coming up with ideas, and concepts. 

AI in digital marketing is more prone to those processes, yet when it comes to maintaining a strong brand, you should not be solely relying on artificial intelligence to do your job. AI has been proven to be more useful in giving you ideas and making sure you are not stuck. The machine learning tool can also be used to guide you through strategies and even offer you improvement ideas regarding the matter or subject. 

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A more interactive approach can also be driven by the integration of AI in digital marketing. Whether we are talking about augmented reality or virtual reality, both prove to be helpful to the user to better understand the topic or brand that is presented, or even to understand what your brand stands for. 

Imagine a beauty product, allows your users to text it from the comfort of their homes. Or, maybe you are representing an estate and looking for possible clients interested in the layout of the buildings and spaces that you are selling. Making your potential clients better understand your blog makes them more connected to your brand, giving them a sense of loyalty.  

The integration of AR and VR also puts the focus on the user and how they are feeling. It is an immersive experience that adds real value to your projects. 

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A more personalized strategy for your marketing campaigns will help you reach the right audience and probably have a better rate of conversion, too. Creating a strategy that leverages customers' data to segment your audience accurately can be delivered with the power of artificial intelligence more easily than ever. 

The AI used for your projects has the means of prioritizing and looking for an audience that will be more suited to your needs, and ensures a more relevant and personalized campaign messaging. A personalized campaign or message also prioritizes ethical use of data and sets clear objectives that are aligned with your brand’s goals. 

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Your AI transformation for the brand you are representing might also suffer some technological pitfalls, especially when it comes to the ethical use of AI. Creating a balance between innovation and responsibility can extend beyond privacy and ethical AI use, which includes the challenges of content saturation and consumer skepticism, as well as regulatory compliance. 

Marketers often face the difficulty of cutting through the noise in a crowded digital landscape, where consumers are also wary of advertisements and content.

The skepticism that comes from this can also be linked to the evolving regulations around data use. Even more so, the evolving regulations that are built around data use, digital advertising, and consumer protection might vary significantly across different industries and regions. 

It’s safe to say that we will see a lot of AI in digital transformation, so we should learn how we can integrate it to our advantage.

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