By Héctor Borrás, on 1 June 2022
Artificial Intelligence (AI) has taken the world of marketing by storm in recent years. AI reduces the time spent on tasks by humans, improving the productivity and efficiency of marketing teams.
As scary as it sounds, machines are far from taking over. A lot still falls on humans, and it’s our responsibility to learn how to reap the benefits of artificial intelligence to make our marketing strategies more effective.
What Is Artificial Intelligence?
Artificial Intelligence is a catch-all term that refers to several types of technology, including machine learning, deep learning, natural language processing (NLP), and more. It encompasses the entire field of computer science combined with datasets in order to facilitate smart problem-solving.
Artificial intelligence can learn from previous iterations and completed tasks in order to modify its behavior. For example, the artificial intelligence used in Google Ads tests out combinations of keywords with different audiences, effectively finding the ones with the highest returns on investment (ROI).
Other examples of AI include voice assistants like Siri or Alexa, which use AI to capture your voice, decipher what you are saying, and then, based on research, provide an answer to your question.
Artificial Intelligence also plays a role in the algorithms present on several websites or platforms, like Amazon, HBO, and Instagram. These AI solutions create profiles on users based on their interests and behavior. Afterward, they use them to predict the type of content that users are most likely to engage with.
In short, artificial Intelligence uses large amounts of data to extrapolate crucial insights by applying statistics and learning patterns. It can also assess its own performance and modify its trajectory without any human intervention.
For all of these reasons, AI can have very powerful uses for marketing, as being able to predict consumer trends and behaviors is a huge part of what can make a business succeed.
What Are the Benefits of Using Artificial Intelligence?
AI provides many benefits for sales functions and objectives including the ones mentioned below.
1. More Accurate Data
AI will not skip a page on accident, misread a number, or forget a dataset. Well-oiled machines (even digital ones) do their job perfectly. Most importantly, AI also performs tasks within the scope of the so-called “data cleaning”, which includes filtering out inaccurate, irrelevant, or outdated data, in order to refine results and gather more accurate trends, conclusions, and predictions.
2. A More Personalized Customer Experience
With AI gathering behavioral patterns from human behavior, every single client can have their own customer profile, get the most customized experience from the brand, and find exactly what they need or want, with zero extra effort from the human sales or marketing team members. AI can automatically make recommendations best suited to every individual user’s needs.
3. A Well-Executed Customer Journey
AI can prevent pitfalls based on previous events, which is extremely valuable to ensure no client gets lost on the journey from discovering the brand to the moment the sale closes. Artificial Intelligence will quietly gather data from previous flops and oversights in the customer journey, make suggestions to avoid these in the future, and even stop them from happening again! In short, a seamless experience is guaranteed every single time.
4. Improving Team Performance and Productivity
Artificial Intelligence can also be used to observe patterns in behavior and performance within the company. As a result, it can help optimize every team member’s task load in a way that best works for his or her particular needs and workplace personality. In turn, this increases group performance and results for the company.
How Using AI Can Boost Sales for Brands
Artificial Intelligence, as we’ve explained, makes use of large datasets, often constantly collected and optimized on the go. From here, it uses the data to recognize patterns, attempt to predict outcomes and results, suggest recommendations, and optimize the customer journey.
When it comes to executing sales, AI compares immensely large amounts of information to forecast events like sales, potential target audiences, chances of closing for different leads, and even ups and downs in the market based on past customer behaviors and trends.
Artificial Intelligence can also provide recommendations for sales teams, such as price tagging or which customers to pay attention to based on their likelihood to convert.
Conversational AI has become common in websites and landing pages, in the form of a chatbot popup designed to predict a user’s needs and even reply to his or her questions or concerns.
In conclusion, Artificial Intelligence will make marketing and sales more scientific than they already are. As the easiest and most repetitive tasks are taken over by machines, sales will shift its focus toward more humane elements, such as customer care, interaction and human connection, as well as to larger overarching trends including complex contextual analysis, critical thinking, and, decision-making.
