Artificial intelligence is a growing phenomenon that everybody wants to hitch a ride on. AI, despite significant, yet has been seldom understood properly. Debates and discussions about the impact of automation on the economy extend beyond the realm of marketing.  Whatever might be the reason, AI has certainly caught everybody’s fancy of late.

Let us discuss the role AI will play in the digital world by the end of this decade through this blog.

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AI in Marketing:

AI has played an important role in shaping up digital marketing to what we see it is today. We have seen AI being deployed widely in the marketing sector. Classic examples of this include:

  • Voice-activated customer service by the likes of Siri, Alexa, and Cortana
  • Large retailers have incorporated AI through voice commands to add items to a virtual shopping basket
  • Smartphones deliver personalized and customized health and fitness advice
  • It is widely used in the travel and transport sectors

There are umpteen classic examples and cases that are so familiar to us that most of us don’t even see them as AI at work. Since we already have known about Alexa and Siri and the likes of it, its best to assume that voice-activated devices will be ubiquitous in the years to come in this decade. Voice-activated speakers could be a common feature in household items like how we have microwaves and smartphones of today are.

It will have an impact on digital marketing as well, as the tools that are used in it – be it PPC, content, or social media – will feature some kind of voice-activated protocol. Just visualize content that includes a clickable link to a voice-activated device that could place an order, sign up for an email mailing list or even request a callback.

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Big Data and AI:

Artificial intelligence coupled with machine learning (ML) has dissected and analyzed the data to help fine-tune people’s needs and wants. Airbnb is a good example where recording and analyzing travelers’ past experiences and actions, it helps them target with the products and services that suit them the most.

Some e-tailers and supermarket apps have already been doing this based on past purchases. These data have several implications for buyer personas:

  • By recording consumer habits, AI can help produce more accurate buyer personas. Artificial intelligence does this by picking up emergent trends in customer habits.
  • Buyer personas may be fine-tuned down to the individual level, with marketing also reshaped for specific groups in distinct circumstances.
  • A buyer persona can even be fine-tuned to take account of seasonal factors like how much a person is habitually spending during festivals.

Unforeseen Changes affecting AI:

Technological advancements only suggest AI will have a larger role to play in marketing in years to come, but it is certainly tough to predict what sort change it might bring due to the prevailing market conditions.

  • We have been witness to the recent economic and political history that sudden and unexpected events can bring change in a large-scale, right from 2008-09 economic recession crisis to the current COVID-19 pandemic.
  • More and more people are now being reliant on the internet, thanks to the outbreak of COVID-19. This could speed up the pace towards more automated and IT-based social and economic interaction.
  • We cannot rule out the effect of disruptive technology as it might emerge as a paradigm shift in how people react, just like the way radio, television and the internet did in the last century.

TAKEAWAY:

It is clear that artificial intelligence already has its involvement with marketing to a great extent and the potential for it to dominate the marketing sphere is only greater by leaps and bounds between now and 2030.

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