AI is therefore a very tangible reality in the world of marketing. It is list of australia whatsapp phone numbers no longer science fiction. But, concretely, how can artificial intelligence be put at the service of the marketing team ? How can it help marketing professionals? At what levels?
These are the questions that will occupy us in this article. The objective, as you will have understood, is to provide an overview of the main use cases of artificial intelligence in marketing. But let's start with the basics!
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Summary
What is artificial intelligence?
The Benefits of Artificial Intelligence for the Marketing Team
The different fields of application of artificial intelligence in marketing
The challenges and limitations of artificial intelligence in marketing
Artificial Intelligence in Actito
What is artificial intelligence?
A branch of computer science, artificial intelligence (AI) refers to all the theories and techniques implemented to create machines capable of simulating human intelligence and carrying out tasks that normally require human intelligence: reasoning, learning, planning, perceiving, communicating.
Artificial intelligence encompasses various technologies, including machine learning and deep learning, which enable machines to learn from data, identify patterns, and make decisions.
There are three main types of artificial intelligence:
Weak AI , also known as Narrow AI (ANI) , is specialized in performing specific tasks with an efficiency that can surpass that of humans in certain specific areas such as image recognition, speech recognition or product recommendation. Unlike more advanced forms of intelligence, it does not have general reasoning capacity beyond its programmed tasks. This form of AI is currently the most widespread. It offers targeted and optimized solutions for specific problems.
Strong AI or artificial general intelligence (AGI) aims to match human intelligence. It has the ability to learn, understand, and apply knowledge autonomously across a variety of domains. This AI is conceptually capable of solving problems, learning new skills, and transferring its knowledge from one context to another. Strong AI remains theoretical for now.
Superintelligent artificial intelligence (SAI) refers to AI that surpasses human intelligence in all aspects, including creativity, decision-making, and emotional intelligence. This form of AI would be able to offer solutions to problems that are currently insoluble for humans. The development of SAI raises important ethical considerations. In this case, we are still in the realm of science fiction. The advent of SAI is not for tomorrow.
Key takeaway: The AI solutions that exist today, in 2024, and are used in marketing belong to the first category of AI, weak or narrow AI . These are the ones we will talk about in this article.
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The Benefits of Artificial Intelligence for the Marketing Team
Using artificial intelligence offers several benefits for marketing teams. AI saves time and increases productivity, thus reducing costs, but also stimulates creativity.
1. Save time and increase productivity
The main benefit of artificial intelligence for marketing teams lies in the time and productivity it allows to be saved thanks to the automation of repetitive and time-consuming tasks .
A wide range of tasks managed by marketing can be fully or (most often) partially handled by AI. For example:
Segmentation of contacts (prospects and customers) based on “intelligent” segmentation rules and criteria.
Content creation: emails, blog articles, advertisements, social media posts, etc.
Creation of custom templates (email templates, popups, etc.)
Managing advertising campaigns, for example deciding whether to stop or continue a campaign based on its performance or managing A/B tests.
Managing simple customer requests (AI chatbot).
Reporting production and performance analysis.
Recommending products to customers.
In most of these areas of activity, automation is partial . It does not replace humans, but assists them, whether by providing ideas, content, automating low value-added tasks that can be automated or by optimizing processes. AI thus allows the marketing team to focus on more strategic and creative tasks.
This time saving made possible by automation turns into productivity gains for the marketing team.
2. Reduce costs
Cost reduction is directly correlated to the time and productivity gains that artificial intelligence allows. Reducing the time spent on content production, for example, translates into a reduction in the time spent by teams and therefore the cost of producing this content. Similarly, AI handling the processing of simple customer requests (thanks to a chatbot) reduces the human time needed to manage requests.
It should be noted that this automation does not necessarily result in a reduction in human resources (and therefore a reduction in costs). The time freed up by AI can be an opportunity for the marketing team to devote more time to more creative tasks.
In fact, the main reason why AI reduces marketing costs is to be found elsewhere, namely: in the improvement of campaign targeting. Predictive analysis and AI segmentation make it possible to significantly improve the targeting of marketing campaigns and scenarios.
Improving the targeting of marketing actions means ensuring that you only send a particular solicitation to customers with the highest probability of buying or converting. This mechanically reduces the volume of solicitations, and therefore the cost of campaigns.
Thanks to AI, the marketing team becomes able to better allocate its marketing budget and reduce waste on less effective initiatives, actions and campaigns.
While the cost reduction made possible by AI is often associated in the imagination with a reduction in human resources, with a replacement of man by machine, it is undoubtedly the improvement in the efficiency of marketing actions that will ultimately lead to the biggest savings in financial resources.
3. Stimulate creativity
Artificial intelligence not only offers the ability to automate all or part of routine tasks, but it can also assist humans in the design and production of tasks with higher added value. AI can thus act as a collaborative partner in the creative process.
Artificial intelligence can for example be used to:
Brainstorming a marketing strategy . Are you hesitant to deploy a loyalty program? A solution like ChatGPT can be very useful to help you explore this idea further, its consequences, its implementation conditions, the key success factors, the earn/burn mechanics to favor. The relevance of the advice provided by ChatGPT will depend on the level of context that you provide.
Generate ideas or drafts of content (texts, images, videos) capable of stimulating the creativity of the teams in charge of creating content. For example, AI can help editors build article plans.
Create innovative campaigns based on trends detected by AI and predictive analysis. AI helps detect original ideas for content, campaigns.
Also, relieving the marketing team of routine tasks leaves more time for producing more creative tasks. So, ultimately, the 3 main benefits of AI for the marketing team overlap.
