What is Artificial Intelligence and How Can It Help Marketers?

What is Artificial Intelligence?

In popular culture, and science fiction in particular, artificial intelligence gets a bad rap. It’s often portrayed as an evil force, a computer system or robot run amok, out to destroy humanity. Think HAL from 2001: A Space Odyssey or Skynet from The Terminator movie franchise.

While there is a kernel of truth to those portrayals (AI does involve computers that can adapt), the reality is much less dramatic, and much more beneficial.

Artificial intelligence is software that learns from the data in your database, and can make human-like decisions based on that data. The difference is that AI can make those decisions on a scale that far surpasses the capabilities of an individual or even a large team.  Leveraging AI's capacity for decision-making, in the right context, can reap huge rewards.

You probably interact with a form of AI nearly every day. AI is used extensively in applications such as voice assistants like Alexa and Siri, online customer service chat bots, recommendation algorithms in Spotify and Netflix, and in the automotive industry, through advancements like self-driving.

How Can Artificial Intelligence Help Marketers?

Think of it this way: Let’s say you own a coffee shop. Every morning at 8:15, your customer Lisa comes in and orders a large black coffee with two sugars. You’ve learned her schedule and her order, so you always have it ready for her. Lisa can just put her money down with a generous tip, grab the coffee and go. Sometimes she’ll stop to chat, but mostly she’s in a hurry and appreciates the personalized, efficient service you provide.

Now, imagine that instead of knowing just one appreciative customer’s schedule and preferences, you knew thousands. Or hundreds of thousands. Or millions. And could adapt to those preferences without any user intervention.

That’s the kind of benefit you can get from implementing AI software. It can automatically learn from your audience and complete tasks at a scale that’s simply beyond the scope of human productivity. It allows marketers to build personal relationships with their customers that benefit both: the customer receives content tailored to their specific wants and needs, while the marketing team members look like geniuses to the sales department. It’s a win-win.

But not all marketing teams can reap the full rewards of AI. To make full use of Motiva’s AI, take an honest look at where your company stands in terms of their marketing AI maturity. Implementing an artificial intelligence component into your marketing strategies only makes sense if there are systems, workflows, and a culture in place to make use of the information AI uncovers.

The first step in determining how much your marketing will benefit from AI is to look at your data. 

Is your audience healthy and engaged, so you have a record of open, click, and other activity data for each contact?

How many of your contacts are completely disengaged and for how long have they been disengaged?

Do you gather other data about your contacts related to their  content preferences?

Next we’ll be examining what considerations need to be taken into account when assessing a company’s readiness to implement AI into their marketing strategy. If you're ready to take the assessment, download our Marketing AI Maturity Assessment.

Ready to see what Motiva can do for you? Pick a time for a demo!

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