Artificial intelligence (AI) makes it possible for machines to learn from experience, adjust to new inputs and perform human-like tasks. Consider the AI capabilities of your existing marketing technology.
1. Automatically Generate Content
With artificial intelligence, marketers can automatically generate content for simple stories such as stock updates and sports reports. You’ve probably even read content written by an algorithm without noticing it.
2. A.I. Chatbots support
Chatbots are computer programs that use artificial intelligence to mimic conversation with users. One example is Facebook Messenger, which uses chatbots to carry out quasi-conversations with users, answering queries and concerns in real-time. Companies such as Uber and 1-800 Flowers use Facebook Messenger chatbots to request a ride (without having to open the app) or choose their flower arrangements.
3. News Feed Algorithms
Artificial intelligence enables social networks such as Facebook, Twitter, and Instagram to customize users’ news feeds. This allows them to only see the posts they’re interested in. These social networks analyze literally hundreds of variables and can predict with reasonable accuracy which posts a user will like, comment, hide, or mark as spam. Algorithms also give relevancy scores to social media ads so users only see the ads they might be interested in.
4. Predictive Intelligence
Predictive intelligence makes businesses more efficient. It helps companies understand an individual customer and personalize the content that appeals to their needs and interests. It also greatly affects lead scoring—a points system used to determine where your prospects are in the buyer journey. Predictive lead scoring allows marketers to fast-track the sales process by ascertaining which customers are ideal to convert, depending on their past behaviors and history. According to a recent Gartner study, “Predictive Lead Scoring Can Yield Significant ROI for Technology Provider Marketers, Even for Lower Lead Volumes.”