AI is already proving very beneficial to digital marketers. Look at video streaming services like Amazon or Netflix. Customers get recommendations based on past behavior. The AI technologies collect data, analyze it and generate insights. It allows for a personalization that makes the customer feel the company values them.
AI chatbots are becoming critical components of customer care. Such use AI technologies like machine learning and natural language processing. They have smart attributes that allow them to mimic human behavior. The chatbots can customize responses depending on the situation.
AI technologies like Augmented and virtual reality are reshaping the landscape. Imagine test driving a Porsche right from the comfort of your living room.
Right now, the projections for the use of AI in digital marketing are quite positive. But, will technology still, have a significant role by the end of this decade? We take the position that they will. But how?
AI and digital marketing are certainly changing the marketing outlook altogether. But its relevance in the said field by 2030? Let’s find it out in the further sections of this article.
The role of artificial intelligence in decision-making will grow bigger. But, some people have reservations. They feel that machines will take over jobs that have been the preserve of humans. Their intelligent capabilities will also make them more intrusive.
For some, concepts behind movies like Terminator may very well be the case. The machines could become hostile and attack the Creators. The issue of job loss continues to be of significant concern.
There was an interesting debate by some industry players. Bill Gates believed that the taxation of machines is essential. For him, this was the only way to slow down the takeover of jobs by AI robots.
But, proponents of AI technology have some pretty solid arguments. The technology is already finding use in so many industries and sectors. Digital marketers are reaping many benefits as we speak.
Other than advertising and marketing purposes, AI Technologies are shaping other areas. One of the greatest challenges for digital marketing is content creation. Finding the right people to handle the tasks can be very difficult. They have to go through tons of proposals to find writers.
But, they can now use AI Talent acquisition platforms to find talent. The tools use AI technologies to sift through resumes and profiles. They then find the perfect candidate for the job. There is no issue of human bias that plays out in recruiting processes. Automation of the tasks is also time and resource-saving.
The basis for the final decision is data, and not personal likes or dislikes. Going forward, we can only expect more of this.
With emerging AI technology there will be market disruption. We can expect changes in customer behavior and marketing strategies. A good example would be driverless AI-enabled cars.
Insurance marketers will, for example, need to change their focus. There will be fewer individual customers purchasing such products. Since the car can drive itself and avoid accidents, there will be less need for such covers.
They will need to shift to other areas like cyber Security insurance for such cars. Digital marketers in real estate can focus on far to reach places. Driverless vehicles will achieve faster speeds and longer distances without fatigue.
We are going into a future where AI agents will take over some of the human agent jobs. Machine learning and voice analysis provide deeper insights than a human can deliver. Real-time feedback and prompt response to queries will help achieve higher conversions.
Real-time monitoring of Tele conversations will allow for 24/7 customer service. Even the process of making initial contacts can rest on chatbots. Businesses can improve efficiency resulting in higher productivity.
But, companies must pay attention to how customers react to AI technologies. Are they, for example, comfortable with full-time monitoring of conversation? Some people may also not want to deal with machines.
This should be good news for human agents. The role of AI technologies will be to augment what they do rather than replace them.
A typical business model follows the shop then ship structure. A customer places an order. The seller then ships it to them. With AI technologies, we see a ship-then-shop model.
What does this mean? AI will use data insights to predict what the customers want. The seller then ships the products without waiting for the customer to place an order. Once they receive it, they can choose to keep it and pay for it. If they don’t, they send it back to the seller.
We could look at this as a product recommendation taken a step further. Instead of just telling you about the product, you receive it. Marketers will have to change how they communicate with such customers.
The focus will be to get customers to accept the recommendations, resulting in a conversion. Some companies are already using this method. Birchbox sends a personalized box consisting of curated products to customers every month.
The package contains beauty products, chocolates, razors, and so on. Customers can discover or test new products. They then take orders from the Birchbox store, depending on what they like. The trend could very well be the way forward for retail marketers.
Artificial intelligence uses big data to generate insights. But, the challenge lies in how digital marketers will handle such information. The legislation is in place to guard against misuse. Good examples would be the Data Protection Act and GDPR rules.
Even with such in place, there are still some grey areas. Such include how much leeway digital marketers have with marketing data. When do marketers cross the moral line when using such data? If they impose limitations, will it impact the adoption of present and emerging technologies?
Digital marketers must be careful about how to approach data use and management. But, with the right processes in place, AI use will continue to rise.
AI is a very relevant tool for digital marketers today. And looking into the future, it will continue to have a significant role in digital marketing.
Data-driven insights will help in better decision-making. Product recommendation and service personalization will only get better with artificial intelligence.
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