30 Practical Examples of AI in Marketing
Real-world companies, across various industries, are incorporating elements of artificial intelligence into their marketing efforts. Let’s take a look at who’s doing it well, and how machine learning and innovation are helping these brands stand out above the rest.
Technology is ironic in the sense that it can give us invaluable insight into the minds and behaviours of our consumers. These companies recognise the benefit of using artificial intelligence to connect with humans.
1. Cogito Corp
Cogito Corp has a product which helps detect and interpret the social signals of human communication, based on the work of researchers at MIT. This AI solution provides call center agents with in-call behavioural guidance, in real time. A combination of thousands of interactions and literally millions of data-points has allowed them to understand human behaviour and guide agents to respond in ways that best match the tone, sentiment and thoughts of the consumer on the other end of the phone.
Featured on TechCrunch, in the New Yorker, on the BBC and WSJ, Pandorabots is one of the most well-known bot-building platforms in the world. It has over 250 000 users, among which are brands like Barclays Coca-Cola and Tata. Pandorabots was also used to build the popular chatbot, Mitsuku (4-time winner of the Loebner Prize during testing) – which converses with millions of people, daily.
Brainshop allows you to “make a free AI brain” and delight your customers using a bot that machine learns through artificial intelligence. These can respond to consumers accordingly and even do things like teach them English. In fact, Brainshop built the Learn English with Aco app for Android. They also offer the option to have a paid package with email support, white label software and an advert-free “brain”.
Botmother is a platform for businesses to build service, marketing or support bots using WordPress. Anyone can build a simple bot using Botmother for free. However, there are also paid options with debugging and analytics – among other value-added services. You can use your bot to replace your FAQ section, for example, and it’s easy enough to build a bot within a day – sometimes before COB.
Communicating with your audience is made easier through interactive AI mechanisms and understanding consumers, thoroughly.
Most of us have used Slack at some point. It’s become part of our daily business communications. But what makes it so special, aside from widespread adoption, is the fact that it incorporates a variety of AI elements from chatbots to integrations of other tools and services you already use (over 1500 to be exact). Suggested content and features, channels and cross-team collaboration make it a useful tool for remote communication – based on your preferences.
7. Facebook Messenger
Facebook Messenger is another AI-based application that is familiar to most people on social media. In fact, according to TechCrunch, at least 2.5 billion people use at least one of Facebook’s apps – and Messenger is by far one of the most popular.
In 2016, Messenger introduced bots and has now become one of the go-to platforms for housing B2C customer service and news bots. As a consumer you can request rides from Lyft, watch trailers, check transaction info and get tutorials – among a range of other features.
An example of how Mastercard can tell you how much you spent on restaurants in May.
Sephora’s chatbot makeup tutorials on Facebook Messenger.
Idio is in the business of helping B2B enterprises understand their buyers intimately. This helps businesses deliver the right experiences, using their “demand orchestration platform” to predict individual interests, using AI. Its core process involves understanding content and consumers, as well as personalised experiences and channels.
Concured has a suite of products to help you “stop guessing and start knowing exactly what you need to do to start improving ROI”. iTopic helps with topic modelling and data, iCreate gives you insight into what resonates with your audience, iMeasure helps you monitor performance and adapt accordingly. Its iAudit feature is remarkable in that it analyses billions of data points and uses a Distribute tool to help you understand what content is “best” for specific social platforms.
Conversation intelligence is perhaps one of the most interesting examples of Ai in marketing – because it blurs the lines between what is considered human and what is considered robotic. These are just a few of the companies and products, gaining insights from technology and human interactions.
TalkIQ analysis phone calls to provide analytics within the mobile and IT sectors. It uses deep-learning algorithms to provide voice-to-text transcriptions. It also incorporates elements of proprietary speech recognition and predictive analytics, powered by artificial intelligence. Businesses use it to optimise sales, compliance and customer service.
This conversation technology for sales teams helps users gain critical marketing intelligence. It helps sales reps determine what kind of words work best to persuade their audience. Gong’s AI technology analyses phone calls, web conferences and emails to pick up data points and then uses machine learning to develop a conversation strategy. A number of successful agencies use Gong to help gain a competitive advantage for their clients and teams.
12. Chorus AI
Another noteworthy conversation intelligence platform for sales, is Chorus AI. Its less quirky in its presentation and appeal but just as important in terms of its offering.
Salesforce markets itself as the world’s #1 CRM solution – in terms of using cloud-based tools for automation and increasing productivity. There tools are split up into 4 main offerings: The Sales Cloud, the Services Cloud, the Marketing Cloud and the Salesforce platform. You can purchase an AI-based sales assistant or in-depth analytics, all built on deep learning and artificial intelligence.
Growbots is essentially an AI sales platform that helps businesses fully automate outbound sales. While the impersonal nature of outbound sales might already seem like a hurdle, Growbots actually uses AI to make the experience better for consumers. Its 3-step approach involves selecting a target market, setting up a campaign and optimising the results.
“Real marketing seeks to attach to existing or even latent behavior of our customers by humbly offering up and inserting perfectly placed instants of value, maybe even magic, into the human mix of natural and multiplying mobile behaviors.” – Thom Kennon
Appier brings artificial intelligence to marketing decisions, serving over 1000 brands. It’s basically a technology company, run by technophiles and created to harness AI for problem solving. Its products include the AIQUA Proactive Marketing Automation, AIXON Data Science Platform and CrossX Advertising – all of which cover a broad spectrum of analytics and marketing tasks.
Kahuna deals in omni-channel personalisation, using AI to garner insights within integrated platforms. Kahuna can help do everything from optimising copy and subject lines to facilitating paid promotions and interactions. According to CEO, Sameer Patel:
“Kahuna can ingest data from live interactions via [our] SDK or third-party systems like order management. We can capture any new gestures from [these sources] and update the user’s profile in four seconds or less. Once that’s done, we apply AI to determine the best message, best time, best subject line, best device and best channel.”
“Adbrain uses machine learning algorithms to contextualize unstructured data points across devices, people, and households – achieving both broad coverage and a clear view of your target audience’s behavior.”
In other words, you get in-depth insights on users by their preferences and not just standalone factors like their devices. This is particularly helpful in retargeting and relationship building. You can view more of their use cases here.
We’ve heard the word “disruptor” 1000 times but CNBC details the top 50 on a yearly basis and Drawbridge made the cut. This AI company uses machine learning to build personalised experiences for consumers to influence things like what advertising they see. It can also provide information to advertisers about which adverts make consumers behave in a certain way and even the influence that a mobile ad had on sales in brick-and-mortar stores.
Emotient offers facial expression and emotion recognition, which starts to borderline on some of the technologies we’re seeing employed in robotics. Emotient makes it easy to gather and interpret human data, based on recordings. It’s built on platform features such as stimuli presentations, study designs (the physical placement of participants, real-time synchronisation, using plug-and-play hardware, visualisations and raw data exports.
Mintigo positions itself as AI for marketing with a “complete, intent-based customer engagement platform”. It allows marketers to use data to integrate with marketing automation platforms, CRM tools and data warehouse systems to help businesses with a variety of tasks. This includes, but is not limited to, finding the right buyers faster using buying signals and other indicators.
21. Albert AI
Albert is your “self-learning, digital marketing ally” by integrating with your existing tech stack and using all of that information to operate and “learn”. It looks at data, analytics, paid media channels, content and site activity to create media and operational efficiency.
Google AdWords is a familiar friend to anyone working in search or paid media. Like a reliable older friend in the business, it serves the purpose of helping us create paid advertising campaigns using keyword information and planning. Part of Google’s appeal, is that all its tools cater to some extent of personalisation.And AdWords is going to start automating the process of creating ads, using AI. Other examples of AI in AdWords include pausing poorly performing ads automatically, dynamic ads and automated bidding.
23. Narrative Science
Narrative Science shines as the driving force behind products like Quill – which uses intelligent automation to create natural reporting language. This frees up strategists to work on other elements of their campaigns outside of reporting grunt work and it’s all driven by AI. Narrative Science also created Lexio which uses AI to turn data into stories and as users interact with it, so it tailors these stories to their knowledge levels and preferences.
24. Bright Edge
BrightEdge uses AI to “power organic search performance”. The platform is geared predominantly towards SEOs, digital marketers, content creators and business owners. BrightEdge products allow you to do everything from story building to getting recommendations, reporting, forecasting and intent signalling. This helps you determine what content, above the fold, is most likely to do well in line with user intent.
Meltwater leverages its Fairhair.ai platform to ensure that the sentiment of social media conversations can be analysed with the highest degree of accuracy possible, giving organisations real time insight into how consumers feel about campaigns, competitors or even their own brand.
Strategy & data analysis
Lucy is an AI powered assistant that can help you with strategic development and data analysis.
Companies like Walmart, Discovery and the Wall Street Journal, all use Vidora’s Cortex platform, which promises access to high-performance, machine learning capabilities. It uses billions of raw data points, in real time, and gets smarter with every point of data it processes – through machine learning. Cortex provides businesses with time series, look alike and classfication models – to help them make predictions about consumer behaviour, find data points with similar attributes and to help them classify the information at hand.
Conversica uses AI to replicate sales agents. “Our AI sales assistant engages in human conversations with marketing and sales leads to engage and qualify then, and then hand them over the most qualified leads to humans to close the deal,” says Conversica CEO, Alex Terry. However, Conversica is not a chatbot at its core – in that it focuses on problem-solving in a more holistic way – without an emphasis on responding to keywords.
29. Adobe Sensei
Adobe Sensei is unified artificial intelligence and machine learning to transform documents into editable elements in a cloud, to find sentiment based assets from a massive database. You can also build custom workflows and applications collectively and make use of its experience intelligence services to look at metrics like conversion or churn propensity. Here’s a look at its creative intelligence in action.
And with that in mind, we’ll leave you with the words of Ginny Rometty: “Some people call this artificial intelligence, but the reality is this technology will enhance us. So instead of artificial intelligence, I think we’ll augment our intelligence.”