Since the AI boom, marketing tools and platforms have stepped up their game and worked hard to include it among their functionalities. It’s hard to find one right now that doesn’t offer this type of technology, even at a very basic level. This has been very positive for companies, brands, and entrepreneurs, who have been able to further improve their efficiency, take their personalization to the next level, and make better decisions.
However, not all have been able to incorporate AI in the same way. Therefore, in this article, we review some of the nine best examples of Artificial Intelligence in marketing and tell you about the features currently available on platforms that have opted to include deep learning among their services.
1. Marketing automation to streamline processes
Before the arrival of AI, many marketing tools already included automation features, but with the expansion of this technology, platforms have been able to expand and refine this service. Many more repetitive tasks can now be automated, and with much greater precision. This is something we notice most in customer segmentation, campaign management, and everything related to customer interaction.
HubSpot is one of the tools that has best integrated AI into its automation features. This has improved automations related to lead nurturing and campaign management.
On the other hand, ActiveCampaign is another tool we recommend for automating processes, as it’s another of the best examples of Artificial Intelligence in marketing. The tool has applied this type of technology to improve campaign performance, analyze user performance and behavior, segment customers, and schedule content.
2. Content personalization with predictive analytics
Like automations, product recommendations existed before the advent of AI. But this technology has enabled a much more precise level of personalization, allowing users to receive recommendations that are much more tailored to their tastes and needs. Based on user behavior history, AI shows the products or services that are most likely to convert in each case, ensuring that each user’s experience is never the same.
Dynamic Yield is one of the tools we found most interesting when it comes to personalizing content through predictive analytics. With it, you can tailor content on any digital channel to the user to boost revenue. In fact, some clients reportedly see product recommendations powered by predictive analytics as accounting for 25% of their revenue. For others, recommended products have increased their click-through rate by 40% to 60%.
Furthermore, platforms like Amazon and Shopify have already implemented these types of recommendation systems to create a more personalized experience and boost sales for brands that trust them and their community.
3. Chatbots and virtual assistants for customer service, one of the examples of Artificial Intelligence in marketing that companies have most incorporated.
Chatbots and virtual assistants have revolutionized customer service. Not only have they allowed users to receive 24/7 support for frequently asked questions, but they have also freed up professionals to focus on solving more complex user problems. Furthermore, AI has made it possible for these responses to become more like human responses, but in a much more agile manner. Of course, for companies, this has also meant the possibility of reducing customer service costs.
Drift, a solution now part of the Salesoft ecosystem, is one of the most sophisticated chatbots on the market. Its function is to act as a sales professional at different stages of the sales funnel, offering personalized attention to each potential customer and qualifying leads at the point of greatest purchase intent.
4. Optimizing advertising campaigns with machine learning
AI campaign optimization is one of the most powerful examples of Artificial Intelligence in marketing. It involves using machine learning algorithms to analyze the large volumes of data generated by digital campaigns and improve their performance in real time. This eliminates the need for a human to monitor ad performance and eliminates the need for intuition or fixed rules (which don’t always apply in all situations). Therefore, this type of technology allows for smarter and more objective advertising decisions.
Google is another platform that has implemented AI features, and one of them is Google Ads Smart Bidding, an automated bidding strategy solution designed to increase and improve conversion value. It works with algorithms that continuously learn from user behavior to adjust bids and achieve maximum performance.
5. Predictive analysis for audience segmentation
Segmentation is one of the most important components of a marketing strategy. It’s the foundation that allows us to establish the different types of target audiences we have and the guideline we use when designing different actions.
Traditionally, audience segmentation has been done manually, and technology has gradually been implemented to streamline this process and achieve more precise user segmentation. But with the advent of AI, it has become possible to achieve what is known as hypersegmentation, which allows for the creation of highly specific audience groups that would otherwise be impossible to identify. All this is thanks to the analysis of large amounts of data.
In addition, AI is also able to identify which of these groups are most likely to convert so that the brand can target them with more sales-oriented ads or so that sales teams can reach out to them and prioritize them.
The e-commerce solutions provider BigCommerce is working on features like this, allowing brands to gain insights into the lifetime value of new buyers. This will allow them to better leverage their opportunities and focus their efforts on the right path to avoid missing out on highly converting users.
6. AI tools for content creation, one of the most explored examples of Artificial Intelligence in marketing
Without a doubt, content creation (both written and visual) is one of the areas where Artificial Intelligence has been most widely used. Proof of this is the fact that tools like ChatGPT and OpenAI’s Dall-e are world-renowned.
Companies use them as a support for generating written content, as they are truly useful as a source of inspiration or for perfecting existing texts, and also for generating visual resources without having to invest a large amount of resources in the process. All of this means that writing articles, creating advertising creatives, or generating messages for an email marketing strategy is greatly streamlined and can even achieve a more creative result.
7. Sentiment analysis on social networks as one of the most interesting examples of Artificial Intelligence in marketing
What are people saying about your brand on social media? This is invaluable information for any business, and AI has enabled them to find the answer. By analyzing interactions, comments, and posts on a large scale, Artificial Intelligence can extract the essence behind them all and determine whether there is a positive, negative, or neutral overall opinion about a brand; as well as about a specific topic, product or service, or even a person.
This allows organizations not only to better understand their audiences and better target their strategies, but also to identify trends ahead of the competition and manage crises quickly to minimize the impact.
Brandwatch is a very interesting platform for sentiment analysis on social media, which are the platforms where brands and users are most active; therefore, it’s the place where we can find the largest number of opinions to analyze. It offers graphics to intuitively display the results and allows all the information to be shared with different members of the organization so they can apply what they’ve learned to their respective strategies. And the best part is that you can set live alerts to alert you about the mention of a specific topic. Plus, it not only analyzes the main social networks but also a wide variety of other platforms, giving you a more comprehensive view of your brand image.
8. AI for SEO optimization
SEO positioning is one of the most widely used and important strategies for brands that sell online. However, it’s a strategy that takes time to plan and execute to be truly effective. AI has also made it possible to streamline and perfect all of these processes, which is why we find tools with this technology that help professionals detect powerful keywords and refine the content they write for positioning, thus increasing their visibility. Therefore, this type of platform can help both SEO experts and content writers.
Surfer SEO is one of our favorite tools for SEO, especially for its “Content Score” feature. This content marker indicates the level of optimization of a text on a scale of 0 to 100 and offers suggestions for improvement. This makes it much easier to choose the content you want to rank.
9. Image recognition for visual marketing, one of the examples of Artificial Intelligence in marketing that we like the most.
We conclude this list with one of the most current examples of Artificial Intelligence in marketing, one that we’ll increasingly see incorporated into marketing tools and companies. AI applied to image recognition allows this technology to see and understand content in a visual format, which has a multitude of practical applications.
On the one hand, it allows users to search using images rather than just text, which makes the experience easier. This is something e-commerce sites or marketplaces can introduce to improve the customer journey and increase conversions.
On the other hand, you can also analyze visual trends to apply them to your own strategy, as well as visual elements used by your closest competitors, which also greatly helps you find inspiration and ways to differentiate yourself.
Platforms like Google Lens demonstrate the great power of this feature, and marketplaces like Amazon have already included the ability to search by image.
As you can see, AI is helping companies in every marketing sector. So, sooner rather than later, it will become a basic technology in any type of tool and in any type of organization, creating a clear competitive disadvantage for those corporations that turn their backs on it.
