Artificial Intelligence Marketing

Artificial Intelligence is a reality for digital marketers, and this article brings some practical applications you can alredy put in practice. Are you ready?

But… what is Artificial Intelligence, really?

It’s all about algorithms – mathematical models – that execute specific tasks in a way that emulates human behaviour. That with the machine attributes, of course: extremely fast and predictable.

AI is based on Neural Networks, algorithms – mainly based on statistics – which provide machines with the ability of learning from their previous experiences in order to continually evolve the approach they employ to solve their tasks.

These algorithms – also known as Machine Learning – must be, at first, “trained” to solve specific problems. This “training” is previously provided by developers and only then the product can be released.

Practical applications to Digital Marketing


The presence of online chats in our lives is a fact, and it’s been increasing fast. Either to comunicate with friends, colleagues, website support or any kind of service, text messaging is all over the place. E-commerces are already selling their products via chat and ERP’s also send information to users via text!

Moreover, according to research from Gartner (this and this article):

  • In 2020,the average person will have more conversations with bots than with their own partners;
  • Also in 2020, 20% of companies will have AI system departments
  • In 2016, computers were able to detect 52% of breast cancers, based on mammography tests, a year before the patients were officially diagnosed.

Technology is available and some enterprises already provide chatbot services that answer more than 50k questions from their team, related to internal processes.

A curious case happened in 2016 when Microsoft was forced to turn-off the bot Tay, only 16 hours after it’d been launched, because it had quickly learned racist and xenophobe opinions from it’s interlocutors.

Check here an IBM tutorial on how to build a chatbot in 10 minutes!

Automatized Content Generation

Did you know that nowadays companies such as Forbes employ robots to generate reports on their financial results? Does that sound like a Sci-Fi movie?!

Complex software tools such as Wordsmith, or simpler, like Arria, are capable of producing content according to templates, like ads, comments on reports and much more, automatically! Check here some examples or articles published on Forbes  and written by Quill, an automated content generation product.

Clientele Segmentation

Most companies nowadays categorize their clients in order to better understand and communicate with them. These segmentations can be based on location, interests, income, brand engagement and much more. To consider gender and/or age only, for instance, might not be enough to afford the competitive cost of clientele acquisition nowadays.

The target audience must be rather specific and gather quite a few criteria to allow marketers to plan and distribute more efficient, campaigns for a lower cost. Digital marketing nowadays tend to work with more and more specific segmentations, so Artificial Intelligence should sooner or later be the cheapest way to achieve that. Check Sap Hybris website to know more about what is already available!

Customized Search and Recommendations

Machine Learning algorithms are great to analyse shopping habits – using the categories we mentioned above, for example – and suggest related products on an e-commerce page, or bring back specific search results, for example. Google does employ Artificial Intelligence on it’s search engine. And so do other players, such as Klevu, which can turn the search for your website into your customer’s concierge.

Sales processes and Follow-up

Companies are challenged on a daily basis to optimize their conversion rates on each stage of their pipelines and design targeted campaigns to each segment of their clientele, including calls or real human contact with leads that have potentially higher potential.

Therefore, some new tools aim to connect your customer journey, from the moment they visit your website, become a lead for your email campaigns, up until it’s part of your CRM. Connecting and studying the whole process helps identifying the best leads from your base! The most popular of these tools,that apply Artificial Intelligence to achieve these results are Conversica and Infer.

Is it substituting my job / carrer?

Nope! Artificial Intelligence tools do not intend to retire Marketing or Content Managers, nor eliminate the need for a real person doing these tasks. However, new technologies will certainly allow these managers to automatize daily tasks, focusing on their strategies, improving their aim – by providing more relevant and precise data – and maximizing results.

In a nutshell: Artificial Intelligence is a reality. It’s not meant to eliminate jobs, but to generate more qualified functions and improve results. These are just some of the possible Artificial Intelligence applications in digital marketing.

Naturally, new technologies are firstly employed by enterprise companies. The good news is: our Contentools development team is right now working to bring our customers Artificial Intelligence resources within a click!

If you’ve arrived these far and you’re concerned about the high cost of these solutions, don’t worry. This one is the first of a series of articles on Artificial Intelligence, and the next ones are more hands on! If you’re interested in AI, digital marketing and related topics, sign up to receive our weekly newsletter on the sidebar menu.

Should you have any doubts, suggestions or comments, feel free to speak up, our team will be delighted to help you out or chat about your ideas.

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