5 ways in which AI is used in Marketing and Communications

5 ways in which AI is used in Marketing and Communications

Rosie Shephard
13 December 2018
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Artificial intelligence sounds like a scary space until you look at the many ways in which it is already ingrained into our marketing practices. Whether you’re looking to create content, optimise feedback, build loyalty or target new customers, AI has a solution at your fingers tips. The role of AI across most industries is getting more prevalent; however, comms pros have been overlooking the importance, which as a result, is restricting their outlook on future trends. So with this in mind, here are just a few examples of how AI is used in marketing and communications.

1. Content creation

Major newspapers, including Reuters and Washington Post, are leading the way when it comes to how AI is used in marketing and communications – particularly around the writing of stories. The Press Association actually creates 30,000 AI generated stories per month. This will undoubtedly impact the traditional role of the public relations professional, as we see a shift in writing press releases for humans’ vs computers to read. Will personal relationships with journalists remain as important as AIs role in securing press develops?

2. Targeting

Another way AI is used in marketing and communication is via audience targeting. Machine learning and artificial intelligence have paired up to enable marketers to better target based on what is known as ‘Look-alike audiences’. Look-alike audiences are an advanced form of customer segmentation where audiences match other groups of people based on similar preferences. By using AI-powered look-alike audiences, campaigns can be continuously refined using information from specific customer profiles and personas, allowing a far more targeted marketing whilst still working with mass campaigns.

As Rob Glickman, Head of Marketing, Data Business at Treasure Data Arm explains:

“Even with thousands of attributes in the system, machine learning can begin to filter in on the variables that contribute to conversion in a meaningful way. Behaviours with a high propensity to convert are typically very specific, occurring with low frequency — making it much more difficult and time-consuming to create good models without machine learning.”

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3. Personalised experience

Let’s not forget how AI is used in marketing and communications from a UX perspective. Already, when scrolling through Netflix or e-commerce sites such as Farfetch, sites are adapting to our preferences at every twitch of the mouse. AI-assisted algorithms are creating thousands and thousands of different versions of the shopping experience and adapting for future visits to ensure we are surrounded by our preferences at every touchpoint. It really is all about you!

4. Design

AI is closing the feedback loop too. It’s ability to analyse thousands of versions of a marketing strategy or product design using customer interaction has made it possible for AI to create the most optimised version of what is being created.  This reverses the design and customer feedback process entirely, and will have larger implications for the marketing, sales and manufacturing processes as it is further developed.

5. Evaluation

Media intelligence companies, such as Meltwater, are constantly investing in how AI is used in marketing and communications. Every trace of a business’s online presence can be tracked by savvy comms pros. In fact 26,000 brands use Meltwater to do exactly that. Insights found via media intelligence, such as consumer feedback, spikes in online conversations and increases/ decreases in sentiment are used to optimise marcomms is. Things really get interesting when you start tracking the breadcrumbs left behind by competitors as well as on your own company. Learn more about how Meltwater is investing in AI here.