Artificial Intelligence

The Role Of Artificial Intelligence In Marketing



Artificial Intelligence technology has been around for years. But the new programs available to the public, such as ChatGPT or DALL-E 2, have reignited the debate about the importance of AI.

Marketing professionals are also exploring this tool to see if it can improve their effectiveness. Artificial intelligence is becoming mainstream with its ability to process natural language and analyze large amounts of data. And business success depends on having the courage to change in time to ride this wave. Now, AI is capable of both helping the user solve a problem and suggesting something.

For example, if the user does not know how to register at an online casino, the AI will kindly offer a link, and if the player is looking for exciting demo games – the AI will show a list of the best tiles.

Artificial Intelligence Capabilities

Artificial Intelligence (AI) is an intelligent machine capable of performing tasks that usually require human intelligence. Plenty of users have had the experience of interacting with AI when talking to voice assistants like Amazon’s Alexa or Apple’s Siri. However, their use is usually limited to setting kitchen timers or checking weather forecasts.

But with the launch of ChatGPT in November 2022, the AI’s capabilities have expanded dramatically. The tool can provide textual responses to almost any query, from explaining mathematical theories to summarizing the essence of “Futurama” in the style of Nostradamus’ predictions.

But developments in AI aren’t just limited to the sensational ChatGPT.

AI capabilities include:

  • Solving many routine tasks in different areas.
  • Processing vast amounts of data.
  • Identifying patterns.
  • Predicting future events.

Marketing will be the area in which AI will be implemented to the maximum extent possible. AI allows marketers to gain accurate information about customer preferences and behaviors and how they consume products and services. It helps provide audiences with the personalized experience that any customer dreams of, which will help increase loyalty and, consequently, sales.

The impact on employment

The introduction of AI will undoubtedly change the job market. And not always for the better.

AI could take jobs away from 1 billion people.

According to Zippia, AI could put up to 1 billion people out of work worldwide, making 375 million jobs obsolete over the next decade. Moreover, new, higher-paying jobs are not likely to replace those lost, so ordinary people will find it challenging to find new employment without widespread retraining and retraining. Zippia predicts that more than 120 million workers worldwide will need retraining and upskilling in the next three years.

Most Influencer Marketing Hub survey respondents said they believe AI will outperform humans in their jobs (2,700 respondents).

AI will help create 97 million jobs.

While AI will still eliminate far more jobs than it will create, a report from the World Economic Forum says it will help make 97 million positions and bring $15.7 trillion to the economy by 2030 while taking over routine tasks and assisting workers in getting more creative opportunities.

AI can affect almost every occupational group, but some more than others

Because AI has many uses, it is not surprising that its impact will broadly impact the field of employment. Occupations that are likely to disappear or be significantly transformed by the introduction of AI:

  • Customer service.
  • Accounting and data entry.
  • Pharmaceutical industry.
  • Retail.
  • Administrators.
  • Market research analysts.
  • Adjusters.
  • Couriers.
  • Cab and bus drivers.
  • Doctors.
  • Soldiers.
  • Security guards.

The Role of AI in Marketing

AI in marketing effectively automates data collection and behavioral targeting to help companies achieve their goals. The use of digital tools and programmed algorithms in these processes remove the element of human bias. As a result, the information collected is considered more objective and realistic in revealing valid consumer preferences and behavior in the online environment.

AI collects data on consumer reactions to online content, affiliate and online marketing offers, and social media posts. Moreover, it automatically reaches out to current or potential customers who exhibit certain behaviors.

In an online world where customers are looking for immediate answers and solutions to their needs, and competitors can afford 24/7 service, wasting time collecting and analyzing information is an unaffordable luxury. And only AI allows you to meet your audience’s needs in the here and now.

Intelligent tools have instant access to any data and can deliver it via clear messages right at the point of contact with the customer. It doesn’t require time-consuming or intervention from anyone on the marketing team. It’s a responsive and efficient way to engage with customers and ensure their satisfaction.

Gartner predicts that by 2025, generative AI (the one responsible for creating new, original content) will account for 10% of all data generated, up from 1% in 2022. In addition, it can be used for good (creating software code, assisting in drug development, and targeted marketing) or not (for fraud, political disinformation, identity fraud, and more).

Ways to use AI in marketing

Although AI has disadvantages and cannot fully replace marketers, it can help them. For example, AI can create a large volume of simple texts, such as descriptions of products for an online store or movies – for the online cinema. Text generators also help to reduce the time for proofreading because they immediately provide grammatically correct and well-structured fragments in a short period.

AI can also help with SEO. Search engine optimization is designed to increase website visibility and traffic from search engines. Since search engines are also machines, it is only natural that AI can help select effective keywords.

AI is also suitable for analyzing big data. For example, marketers can ask it to analyze customer feedback to find patterns that can then be used to solve specific problems. AI can also analyze market trends and help position a business or product more effectively.

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Arnab Das is a passionate blogger who loves to write on different niches like technologies, dating, finance, fashion, travel, and much more.

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