The advent of artificial intelligence (AI) has changed everything about the digital marketing landscape. Once a figment of the wildest of imaginations, AI is now widely used across many industries and has many features that enhance the customer journey and user experience.

In this article, we explore what AI actually is, the best examples of businesses using AI to enhance their marketing strategies, and how you can implement it into your own strategy with the help of Rooster Marketing. Learn more about how our wealth of expertise can bolster your strategy and set you up for success.

 

What is artificial intelligence?

The use of AI, for so many, has become part of our daily lives.

So, what actually is it?

Artificial intelligence is a complex network of systems that allows technology to perform everyday tasks. According to McKinsey, it is “a machine’s ability to perform the cognitive functions we associate with human minds,” including the ability to problem-solve, reason, learn, and even create solutions.

There are many applications for AI. For example, generative AI solutions, like ChatGPT, can answer users’ questions, make book or film recommendations, and even create a comprehensive itinerary for your holiday, amongst a whole host of other features.

Smart machine learning, with its ability to scour the internet in seconds and conjure customisable solutions, makes the power of artificial intelligence hard to ignore.

 

AI in digital marketing

There are multiple ways in which AI is being used in digital marketing, including analysing data, predicting customer behaviours, content creation, user personalisation and so much more.

Primarily, the aim of AI in digital marketing is to make the lives of marketers easier and faster, enabling professionals to work smarter to keep up with an ever-increasing workload.

 

Benefits and concerns over AI

There are many benefits to using AI in digital marketing, including an increase in ROI, added speed and efficiency, improved customer experiences and the power to make data-driven decisions concerning your marketing campaigns, according to HubSpot.

Every silver lining has its own cloud. AI also comes with its downsides, including a lack of content quality and accuracy, concerns over privacy and copyright laws, as well as the inability to evaluate non-quantifiable KPIs.

AI certainly isn’t without its faults. However, there are ways to tackle these obstacles if you are planning to implement AI into your business strategy.

The best way to overcome a majority of the issues relating to AI is to enlist the help of a human editor. Still employing the use of a human writer is invaluable to ensuring that any content that is written by AI can be fact-checked, made compliant with privacy laws and upheld to the high standards you maintain across your company.

It goes without saying that any publicity of false information or inaccuracies and infringements on copyright laws can be damaging to your brand’s reputation. Ensure you avoid this possibility with a human editor.

Utilising AI to invent ideas and provide a foundation for content, bolstering the analysis for the success of your marketing campaigns and ultimately improving the customer experience, can be invaluable for helping to optimise your team’s workflow and encouraging higher conversion and retention rates.

 

Examples of AI in digital marketing

There are many emerging increasingly successful marketing techniques that utilise AI to capture attention, improve user experience and generally encourage conversions. Below, we dive into some famous brands and how they’re using AI technology to their advantage.

 

Netflix

Netflix uses AI to personalise its recommendations to each individual user. This technology will tailor the thumbnail of a TV show or film to attempt to appeal to the individual’s tastes and preferences. Say a viewer loves romances, the thumbnail will depict a romantic image from the film, encouraging you to click and find out more.

 

Amazon

AI is often used in marketing to forecast sales and analyse data. According to HubSpot, Amazon uses AI to recommend a user products, based on what the user has bought previously, searched for, or used the information from like-minded users to formulate a list that it thinks the customer is likely to purchase. AI can then also predict how well a product will perform based on how often it is recommended.

This specific use of AI has proven to increase conversion rates, improve customer satisfaction and measure the ROI and success of marketing campaigns, according to HubSpot.

 

Coca-Cola

Creating their own consumer-centred AI creative platform titled ‘Create Real Magic’, cultural powerhouse Coca-Cola has enabled fans to interact with the brand on an “ultra-personal level” through AI-powered artwork that has the opportunity to feature in Coca-Cola’s advertising campaigns, according to the Digital Marketing Institute.

The vibrant combination of user-generated content (UGC) and brand-owned technology gives their audience an exciting sense of autonomy and personalised interactivity, encouraging conversions, engagement and retention.

 

Implement AI with Contility

Contility is our new all-in-one platform for all things content management. Its AI features enable the streamlining of keyword research, content creation, generating audience insights and so much more. Not only will this boost your brand’s ROI, but it will also optimise your marketing team’s time and resources, enabling you to prioritise the quality of your content output.

Discover how Contility can transform your marketing strategy by staying tuned for more information.

 

Unlock with Rooster Marketing

AI is a complex piece of technology that we currently don’t understand the full potential of. Approach with caution and consult the appropriate experts to find out more about how you can use it to transform the success of your business.

At Rooster Marketing, our full-service marketing agency is powered by passionate expertise and experience in the digital marketing landscape. Discover more about how we can elevate your brand and enable it to thrive by getting in touch with us today.