An open letter to marketers, AI won’t steal your job
- 1. Dear fellow marketers, do not fear, AI isn’t coming for your job But it is going to make it a hell of a lot easier.
- 2. Marketing is one of the areas where artificial intelligence (AI) and machine learning are being widely adopted. As the technology advances marketers may be concerned that the entire function will eventually be automated. But fear not, this exciting technology presents an opportunity to enhance your role, not kick you out of it.
- 3. Here we explore the top applications for artificial intelligence in marketing that you can be using today to drive results across all stages of the marketing funnel:
- 4. Here we explore the top applications for artificial intelligence in marketing that you can be using today to drive results across all stages of the marketing funnel:
- 5. Data collection and analysis • The process of gathering and measuring information is now easier than ever.
- 6. Data collection and analysis • The process of gathering and measuring information is now easier than ever. • Machine learning has the capacity to process the vast data and extract meaning.
- 7. Data collection and analysis • The process of gathering and measuring information is now easier than ever. • Machine learning has the capacity to process the vast data and extract meaning. • These findings can help inform your content performance and creation as well as information on your target customers.
- 8. Personalisation • Getting personalisation right is the holy grail for marketers the world over.
- 9. Personalisation • Getting personalisation right is the holy grail for marketers the world over. • But getting personalisation right and not coming across as creepy is a difficult balance to strike.
- 10. Personalisation • Getting personalisation right is the holy grail for marketers the world over. • But getting personalisation right and not coming across as creepy is a difficult balance to strike. • 80% of users find emails with personally recommended products helpful –eMarketer
- 11. Personalisation • Getting personalisation right is the holy grail for marketers the world over. • But getting personalisation right and not coming across as creepy is a difficult balance to strike. • 80% of users find emails with personally recommended products helpful –eMarketer • With AI we can provide increasing personal experiences without intruding and make intelligent suggestions
- 12. Programmatic advertising • Machines buying and selling ads in real time is more efficient than human ad operations management.
- 13. Programmatic advertising • Machines buying and selling ads in real time is more efficient than human ad operations management. • AI can run infinite possibilities of your creative and optimise it for individual platforms as well as monitor what people are searching for and what they’re clicking on.
- 14. Programmatic advertising • Machines buying and selling ads in real time is more efficient than human ad operations management. • AI can run infinite possibilities of your creative and optimise it for individual platforms as well as monitor what people are searching for and what they’re clicking on. • Lingerie brand Cosabella managed to increase its search and social return-on-ad-spend (ROAS) by 50% and decrease its adspend by 12% in the first month alone of employing AI.
- 15. Customer communication • Chatbots have become a vital customer service channel and are an obvious entry point for businesses seeking use AI enabled communications.
- 16. Customer communication • Chatbots have become a vital customer service channel and are an obvious entry point for businesses seeking use AI enabled communications. • Today, chatbots are largely human coded meaning they are not that intelligent.
- 17. Customer communication • Chatbots have become a vital customer service channel and are an obvious entry point for businesses seeking use AI enabled communications. • Today, chatbots are largely human coded meaning they are not that intelligent. • Bots enabled with machine learning and natural language processing have the ability to understand the meaning of words in different combinations, ask questions to create context and intent, and actually do something for the customer.
- 18. Automation • Automation has already been making the lives of marketers easier for a good few years now.
- 19. Automation • Automation has already been making the lives of marketers easier for a good few years now. • The current irony of automation is that it has to be programmed by a human and therefore becomes a manual task.
- 20. Automation • Automation has already been making the lives of marketers easier for a good few years now. • The current irony of automation is that it has to be programmed by a human and therefore becomes a manual task. • Imagine if you could leave this responsibility in the hands of an intelligent technology that has learnt from more data than you could dream of consuming?
- 21. Automation • Automation has already been making the lives of marketers easier for a good few years now. • The current irony of automation is that it has to be programmed by a human and therefore becomes a manual task. • Imagine if you could leave this responsibility in the hands of an intelligent technology that has learnt from more data than you could dream of consuming? • AI can pick up the pieces existing systems miss and make intelligent automated decisions.
- 22. Content creation • Natural language generation (NLG), is AI capable of turning data into human-friendly text.
- 23. Content creation • Natural language generation (NLG), is AI capable of turning data into human-friendly text. • At the moment NLG needs to be trained by a human to write stories about data at scale, so won’t be writing a winning blog but works well for tasks like product descriptions.
- 24. Content creation • Natural language generation (NLG), is AI capable of turning data into human-friendly text. • At the moment NLG needs to be trained by a human to write stories about data at scale, so won’t be writing a winning blog but works well for tasks like product descriptions. • Paul Roetzer, predicts that AI will have the ability to add narrative and create content like blog posts in the next five years.
- 25. Content creation • Natural language generation (NLG), is AI capable of turning data into human-friendly text. • At the moment NLG needs to be trained by a human to write stories about data at scale, so won’t be writing a winning blog but works well for tasks like product descriptions. • Paul Roetzer, predicts that AI will have the ability to add narrative and create content like blog posts in the next five years. • Coca-Cola is looking to AI for the future of storytelling. The brand’s global senior digital director, Mariano Bosaz said that they want to “start experimenting with is automated narratives.”
- 26. Safeguarding your future career So with all the capabilities of this emerging technology what does the future for a marketer look like?
- 27. AI is best at handling repetitive manual tasks such as reporting and data. Giving over these tasks to a bot frees up your time to focus on higher level tasks such as strategy and more creative tasks like content and messaging. Eventually with automation handling a wide part of your day to day, marketers will have time for tasks that they’re not even aware of yet…
- 28. AI is best at handling repetitive manual tasks such as reporting and data. Giving over these tasks to a bot frees up your time to focus on higher level tasks such as strategy and more creative tasks like content and messaging. Eventually with automation handling a wide part of your day to day, marketers will have time for tasks that they’re not even aware of yet…
- 29. Where to begin? • Though it will be harder for SMEs to adopt AI, due to the quantity of data necessary for machines to get smarter, every business can utilise the technology in some small but effective way.
- 30. Where to begin? • Though it will be harder for SMEs to adopt AI, due to the quantity of data necessary for machines to get smarter, every business can utilise the technology in some small but effective way. • Start by thinking about what tasks you can be doing more intelligently along with the most intensive tasks and think about how these can be streamlined.
- 31. Where to begin? • Though it will be harder for SMEs to adopt AI, due to the quantity of data necessary for machines to get smarter, every business can utilise the technology in some small but effective way. • Start by thinking about what tasks you can be doing more intelligently along with the most intensive tasks and think about how these can be streamlined. • Pick a single use case such as predictive scoring, content strategy or email send time optimisation and take a month or year of data. Look at the things that you spend the most time and money doing and see if there’s a way you can automate it.
- 32. Rather than fearing the changes that AI will bring, marketers can fortify their careers by embracing it.
- 33. Rather than fearing the changes that AI will bring, marketers can fortify their careers by embracing it. Despite its intelligence, AI still requires ongoing human training and support. Commit to learning all things AI and its potential within your business rather than being overwhelmed by it.
- 34. If you use AI to work smarter it can be your competitive advantage as both an employee and a business. Embrace how the technology is going to disrupt your career to set yourself apart from those who are afraid.
- 35. If you use AI to work smarter it can be your competitive advantage as both an employee and a business. Embrace how the technology is going to disrupt your career to set yourself apart from those who are afraid. 1
- 36. For more great content and insights into how you can get connected to your target audience, digitally, personally and socially visit chiefnation.com.