Every professional media outlet, every LinkedIn influencer is making predictions - and if we are to believe them, soon our jobs will be completely transformed by this new technology.
But what about today? What can we already do in terms of marketing with Artificial Intelligence?
In this article, discover the use cases for AI in marketing that are already helping you to gain time, relevance and performance in your day-to-day actions.
Better targeting, time-saving content creation, optimized performance and user experience: these are just some of the benefits that AI can bring to marketing... as long as you know how to use it wisely! The choice of tools used is also extremely important. Make sure you choose marketing tools boosted by Artificial Intelligence that meet real business goals, and make sure they are simple to apply to the use cases you want to develop in your marketing practices. Finally, don't hesitate to seek the support of experts in the field, capable of guiding you through their use. Cyprien Claudez, Marketing Lead at Gamned!
Based on a fairly well-organized database, some AI applied to marketing are able to create relevant segments among your prospects or customers. This enables you, for example, to segment your database according to their maturity with regard to your products, or their interest in one product versus another.
This allows you to make your campaigns more relevant, as they are closer to the profiles of your audiences. For example, some tools already enable the automatic combination of various customer data (such as date of last purchase, purchase recurrence and average basket size) to achieve segmentation methods that previously took a great deal of time to calculate, such as RFM (Recency Frequency Monetary) segmentation.
Conversational AIs like ChatGPT are already helping marketers in their ideation phases, to dig out creative ideas before launching a campaign or creating content.
For example, you can ask ChatGPT to step into the shoes of one of your target audiences, and determine their key pain points, so that you can draw inspiration from them to produce relevant content.
Other tools also enable you to perform automated competitive monitoring, in order to discover ideas you can exploit in your marketing strategy. This is the case, for example, with the Semji tool, which supports you in your SEO monitoring to automatically find the most relevant keyword opportunities.
You've already seen how Netflix or Amazon are able to recommend extremely relevant content based on your previous experience on their platforms. Behind this optimal user experience lies a tool: Artificial Intelligence.
Such personalized content propositions can be achieved thanks to an AI marketing tool. Thanks to this type of tool, you can improve user experience according to the profile of the visitor on your website.
Other AIs can also help you improve the search experience for users in a search bar. Typically, why not choose an AI-boosted tool to improve searches among the products on your e-commerce site, on your FAQ page, or even in your blog?
Many generative AIs are already advanced enough to handle content creation in any format: text, visuals, video, website, web page... They also offer automated content translation.
Their premise is simple: you "talk" to them, providing them with a brief (in the form of a prompt), to obtain the optimum result for your needs.
But note that the outputs provided by these marketing AIs may not necessarily match your brand's tone of voice or values. To overcome this problem, you have two options - either:
Gone are the days of hand-coded chatbots providing generic answers to website users! Some chatbots are now boosted with AI, and can answer your prospects' questions in an efficient and relevant way. This technology takes over the role of sales and marketing teams 24 hours a day.
But it can also enable you to drive your visitors to relevant pages on your site, or to consume content that corresponds to their concerns. All of which boosts your lead generation and online sales.
In addition, some Artificial Intelligences enable you to create automated marketing workflows, customized to your audience's profile.
For example, you can automate the sending of your newsletters from A to Z. AI then :
Numerous AI tools enable you to optimize your existing marketing campaigns. In fact, whether you know it or not, major advertising platforms such as Meta Ads, Google Ads and LinkedIn Ads have already been using Artificial Intelligence for several years to optimize the performance of your ads.
Among today's most innovative tools are :
However, we recommend that you use these tools under the supervision of an expert to avoid any unpleasant surprises, and to exploit their full potential in your marketing actions.
Here's a final interesting use case for AI in marketing: certain machine learning algorithms classify and analyze your users' behavior (on your website, for example), and even predict their future actions. It's this kind of AI that can, for instance, help you predict which flagship products to highlight in your next advertising campaign.
Aren't these use cases inspiring?
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