How is AI being used in Marketing Technology?

How AI is Reshaping Marketing Today
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How AI is Reshaping Marketing Today
Artificial Intelligence is immensely reshaping digital marketing. Companies have embraced it to develop digital strategies that are more robust, optimizing campaigns, and improving their ROI. AI is also revolutionizing they interact between businesses and how they retain and deliver quality and value to customers. According to Huang and Rust (2021), a survey by PWC showed that 72% of the involved business leaders view AI as a crucial business advantage, and the buzz surrounding AI is justified through various ways.
AI has enhanced customer profiling. Machine learning and AI reveal deep insight on the needs, motivations, and shopping habits of consumers (Mustak et al., 2021). AI utilizes the vast amount of data that is produced by customers in identifying patterns and trends. As such, AI enables businesses to crate data-driven profiles of their customers in real-time rather than having fictional buyer persona. This helps in optimizing strategies and marketing messaging depending on the audience segments discovered to enhance performance and achieve different KPIs. Recently, Teleflora combined available customer data, historical sales data, and external Big Data sources and used machine learning and AI to build comprehensive profiles of its customers. This enabled the business to predict the consumers’ future purchasing trends in different segments. This resulted in improved ROI and customer loyalty.
AI enables businesses to offer consumer support solutions. Customer support is a case of how AI is applied in advanced stages, and it enables customers to access the business support on a 24/7 basis, with customers receiving instant responses and faster solutions (Vlačić et al., 2021). A survey by Sprout Social showed that 40% of buyers expect businesses to respond within 1 hour after they have reached out to them through social media; this task is almost impossible without AI. Chat bots that are powered by AI enable consumers to access the resolution and information they want any time. Gartner established that 85% of the interactions with consumers are handled without the need for human intervention. For instance, Sephora launched a chatbot approach in 2017 with the aim of creating more immersive experience in shopping and offering shoppers a new way of interacting with the brand. Sephora teamed up with Kik and Facebook, and its chatbots are highly responsive and engaging. This has enhanced consumer experience and their satisfaction levels.
AI has...