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Blog > Email

How Artificial Intelligence is Changing Marketing

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16th June 2024 | Rachel Kerr

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As AI technology continues to evolve at a rapid pace, it has emerged as a powerful tool for marketers seeking to optimize their strategies and deliver personalized experiences at scale.

From predictive analytics and customer segmentation to chatbots and recommendations, AI is reshaping the landscape of marketing.

This article delves into the transformative potential of AI in marketing, exploring its benefits, competitive analysis, use cases, and how you can break down barriers with AI – focusing on how businesses can stay ahead in a dynamic and competitive marketplace.

AI for Marketing

It’s true that AI has not always been welcomed with open arms in the marketing world. The introduction of AI has, for many, created a sense of job insecurity as its capabilities continually expand and marketers question if they will still have a career in 5 years. This insecurity is most obviously exposed in news articles such as “Will AI Lead to the End of Marketing Job?” from Forbes!

As unnerving as these articles appear, what these papers don’t do is consider the endless potential AI presents to marketers. Over the next few years focus will shift from the idea that AI will take jobs to the truth that AI can improve marketing potential and should be used as a tool rather than replacement of a human. 

Let’s walk through three of the benefits AI has for marketers:

Chatbots

These are in no way new to the marketing field, but chatbots are evolving with the use of AI to deliver higher quality customer journeys – learning what customers want and how to guide users through journeys that result in sales.

Data Analysis 

AI has the capability to identify trends and produce recommendations that improve the efforts of marketing teams. For example, identifying the best time to send an email, computing campaign frequency, and suggesting relevant content.

Segmentation

Marketers should already be using segmentation to manage their contact lists and opportunities, especially if they’re using Click’s Marketing Automation tools. AI can help accurately segment contacts, leading to better open rates and less unsubscribes.

Want to learn more about Segmentation for email? Check out our Ask the Expert: Segmentation vs Marketing Lists webinar available free and on-demand here.

Content Creation

There are still limits to AI’s content creation in longform. Anyone who has read an article or blog (or other longform content) will have come across the “uncanny valley” effect. It’s well written, grammatically correct, but there’s something not quite right! However, when used for social media, AI can write text, suggest hashtags and of course recommend posting times ensuring your posts have the highest impact.

AI can be a fantastic tool to use when experiencing writers’ block as it will suggest topics that can get marketers on their way to producing amazing content! Think of AI as a tool so you don’t have to start with the ever-daunting blank page.

The Stats 

Using AI as a tool provides a huge opportunity for marketers to do what they love in a more efficient and effective way.

  • 88% of marketers say that AI has improved their personalized customer journeys
  • 57% of B2B marketers use AI-powered chatbots to help understand their audience better
  • 53% of marketers use AI for data analysis
  • 87% of businesses believe that AI has the ability to give them a competitive edge
  • 25% of US B2B marketers say that they experience a 10-20% lead generation increase when using AI chatbots
    *Sources

Everyday Use Cases for AI

So far, we have discussed the power of AI at a very conceptual level, now let’s dive deep into how AI can be used in normal, everyday instances for marketers.

AI for Email

One of the key benefits of AI is content creation. For example, when using marketing automation tools, marketers can integrate AI generated text directly into emails using triggers such as “Generate a paragraph about spring offers” which can be further refined as more triggers and context are added into the AI prompt.