The current mad dash by Google, Microsoft and Open.AI to roll out new AI search functionality undoubtedly is leading marketers to wonder, “What’s it all about?” In their rush to be first, technology giants have launched amazing and oft-times inaccurate results to an awe-struck public. Anyone in marketing not asking how to tap the enormous potential of AI isn’t paying attention.
Artificial intelligence is many things, but it isn’t magic regardless of what Arthur C. Clarke may have to say on the subject. The technology offers significant upsides when compared to traditional techniques, but there are also significant pitfalls.
Impressive use cases for AI continue to accrue, some more ubiquitous than others. Who hasn’t interacted with an AI-powered customer service chatbot? Marketers are already using AI for optimizations, such as ad placements; increasing sales through targeted promotions and cross-sell/upsell efforts; and hyping customer loyalty through improved personalization and smart segmentation.
AI can add machine-based efficiencies to your ad design and copywriting. There are even new AI tools that create ads and video from text. There are AI solutions available to personalize the online experience to the specific customer, whether the interactions are proactive, such as a website visit, or reactive, such as a push notification. Personalized email messaging is a straightforward AI task.
Another task gaining momentum among marketers is AI-powered content creation. Unless you’ve been living under a rock, you have heard of tools such as Jasper.ai and Copy.ai. They each provide essentially the same thing: AI-generated copywriting for blogging, articles, etc. There are no shortage of options there, for AI-powered visual content either.
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