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Artificial Intelligence
How will artificial intelligence transform marketing in the next decade?
Mar 27 2018
 
Artificial intelligence (AI) is no longer technology out of a sci-fi movie. It’s rapidly developing, and it’s set to change almost every industry. It should come as no surprise to marketers, that it’s a tech development that’s going to shake-up the sector over the next ten years.

We’ve identified five marketing areas where artificial intelligence is expected to have a huge impact and influence how businesses connect with consumers.


Scanning
The concept of augmented reality is based on the idea of combining the digital and physical worlds. From this, the idea of ‘trackers’ has allowed companies to provide consumers with a unique way to access information. Physical items such as cards, documents or photographs can be created to trigger a specific action within the software of a mobile device or smartphone. For example, some architects and design companies have begun to give out printed floorplans which are transformed into 3D renderings within a partnered application.

Lead scoring
Artificial intelligence will be able to rapidly interrupt a huge amount of data to score leads, accurately giving you a picture of where’s best to pool your budget and resources. It’s the next step in segmenting an audience and utilizing big data to see conversion rates increase. It’s a measure iconic brand Harley Davidson has already seen impressive results with, New York sales leads soared by over 2,000%.

Engagement bots
Bots have been around for a while, but they are becoming far more intelligent and effective. Bots that can interact with your customer base can save a lot of money. Whether they’re answering direct basic queries about deliveries or are able to reply to more abstract questions on social media, bots are set to play a key part in the future of customer and engagement.

Enhanced personalisation
The ability to personalise content has already had an impact on marketing but expect it to go one step further with the deployment of AI. With an increased amount of data, predictive campaigns are going to grow in number, accurately assessing a variety of areas to create customised marketing targeted to individuals.

Content creation
There are some limits to AI capabilities but of the areas where it was thought the tech would struggle, creativity, is already being overcome. AI generated ads, copy, and other content is slowly being developed. It still needs guidance from professional marketers, for example, selecting the most appropriate ad scripts it comes up with, but it’s already stepped over what was considered a huge hurdle.

Automating processes
Automation is likely to already be a part of marketing strategies in some form, but AI will push the boundaries further. At the moment, for example, you can schedule social media posts ahead of time but imagine if AI could respond to trends and automatically adapt to suit this, such as posting updates when traffic reaches a peak.

The five areas where AI is likely to have an influence on marketing in the next decade are just the tip of the iceberg. Artificial intelligence marketing has a powerful amount of potential that’s only set to grow as the technology matures.
 
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