Artificial intelligence (AI) has ushered in a new era of technological progress. Today, the digital mind improves many areas of marketing activities and, according to forecasts, these trends will continue. We check in which areas of PR and advertising AI is particularly leading today and what are the predictions for its further expansion in the industry.
The statistics speak for themselves. Currently, 84% enterprises consider the implementation of AI a priority [source: https://techjury.net/blog/ai-statistics?ref=marketsplash.com]. Not without reason. AI-based marketing can bring productivity increases of up to 35% and savings of up to 30% [source: https://www.accenture.com/us-en/insights/artificial-intelligence-summary-index]. What advertising spaces are currently being most revolutionized by the digital mind? Here are 5 areas in which artificial intelligence supports marketing and PR activities.
1. Personalization
Discovering an individual path to reach the customer, taking into account their preferences and needs as much as possible, is in fact the key to the brand's success. Hence, an extremely important benefit of using AI in marketing is the strengthening of personalization. The digital mind helps segment recipients based on their behavior or demographic data, allows them to predict their behavior, and prepare content and offers that meet their expectations, which is the basis for purchasing decisions, successively expanding the audience and building brand loyalty. Artificial intelligence is a valuable ally in this regard.
2. Content marketing vs. artificial intelligence
AI tools are widely used today in... content marketing:
- generate texts that can serve as inspiration and a basis for further work of copywriters;
- analyze trends and propose keywords based on them;
- help plan content on social media;
- automate the content distribution process through various communication channels;
- support the process of preparing and sending personalized messages as part of email marketing;
- artificial intelligence helps optimize content for SEO.
3. Analyzes and reporting
Thanks to artificial intelligence, marketers have access to tools that precisely analyze large data sets and prepare advanced reports, which provides specific support in planning and implementing advertising strategies, relieves employees and increases the effectiveness of advertising activities. Automation of these processes is especially applicable to researching the target group, and in-depth knowledge of it is a condition for the effectiveness of promotional activities. AI tools also allow for ongoing verification of campaign effects and adaptation of subsequent activities to its results.
4. Search and positioning
AI also brings a new quality in positioning and improves the efficiency and accuracy of searches. Neural matching, natural language processing, search personalization, Google Assistant, navigation, improving website auditing for SEO, assistance with technical SEO and Google Analytics are just some examples of the use of this technology.
5. Customer service
The role of AI in customer service is also strong. Chatbots answer consumer questions quickly and precisely, and advanced tools allow you to identify recipients' expectations and meet them. The digital mind also relieves employees of routine, repetitive activities, so they can focus on more complex tasks. It also provides them with tips on how to serve customers effectively.
Artificial intelligence is changing the face of marketing
As we think about the future, we can look forward to further innovations in the field of artificial intelligence, as well as improvements to what it has already brought. Development is expected to continue especially in personalization and providing unique customer experiences. We are talking about extreme personalization or hyperpersonalization [source: https://www.cmswire.com/digital-marketing/the-2024-ai-roadmap-for-marketers/]. It will be possible on a scale never seen before.
AI will also bring even more advanced data analysis. Experts announce that there will also be development in the field of SEO in terms of voice searches. AI tools will be even more adept at creating content, graphics and videos, as well as optimization, predictive analysis, and ad targeting. We can also expect contact with even more capable chatbots.
There are some challenges inherent in these forecasts and developments. Companies will have to strike an even greater balance between personalization and protection of recipients' privacy, fighting for their trust. In the context of the wave of content generated by AI, it may be crucial to maintain the content at a high level so that it is authentic, valuable, unique, engaging and, above all, consistent with the communication style and the brand's mission.
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91% marketing agencies declare that they plan to use AI in their activities this year [source: https://agencyanalytics.com/blog/marketing-agency-benchmarks-management]. This will certainly impact all aspects of advertising, especially personalization, content marketing, SEO, and predictive analysis, but it will also bring ethical and legal challenges. All this will strongly determine companies' communication strategies and will focus on providing the recipient with a unique, individual experience. It is worth adapting to these realities, staying up to date and consciously, but also responsibly, using the potential of artificial intelligence.