Brianna White

Staff member
Jul 30, 2019
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It’s hard to miss the consistent and continual stream of news and information about artificial intelligence and how it’s predicted to fundamentally change how we do business. Its impact on marketing teams, processes and platforms is transforming the way we operate. AI can automate mundane tasks like customer segmentation and campaign optimization while providing deeper insights into consumer behavior that were previously impossible to uncover. By leveraging AI’s predictive capabilities, we can develop more targeted campaigns that drive better results for our organizations.

As an advisor and consultant to leading organizations, I have identified and implemented several types of AI-based solutions with marketing teams. These solutions include robust content personalization, next-best action approaches, predictive analytics, and workflow or task automation.

In this article, I’m going to talk about how successfully adopting AI within your marketing practice areas can have a meaningful impact on the way you work. We’ll look at this by focusing on three areas: your people, processes and platforms. Let’s get started.

How AI Can Change Your Marketing Teams​

While it can be easy to think of AI as something that could replace jobs or team members, a more accurate (and less scary) way of thinking about it is that it can augment the work that great team members are already doing.

AI can improve marketing teams by providing more accurate insights into customer behavior and preferences, thus allowing your people to focus on what people do best: making strategic decisions based on the best possible information at hand. By leveraging machine learning algorithms, you can identify patterns in customer data that would have otherwise gone unnoticed. With this newfound understanding of your customers, you can create more effective campaigns tailored specifically for your audiences.

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