Thanks largely to sci-fi movies, the layman is more or less aware of the term Artificial Intelligence or popularly, AI. In the last couple of years, there has been a tremendous leap in developing and utilizing AI for various purposes, including digital marketing. The huge amount of data collected and sorted by brands from their customers are underutilized mainly due to the large scale of the assimilated data.
Artificial Intelligence can make sense of the vast data collected from various sources. Brands today are not satisfied with simply the customer interaction form filled up by the purchaser. Brands are gleaning data from social media profiles, previous purchases, buying patterns, web browsing history, and many other avenues. All this data can be utilized to create a customized, targeted digital marketing message for individual customers.
However, human digital marketers will not be able to handle and collate all this information. AI can do that for human marketers. With the help of AI, you can fine-tune your marketing message and send out tailor-made messages for each buyer, even the potential ones. You can customize discounts, freebies and other accesses that will take your brand closer to the customer. AI can achieve that in order to make the customer think that they are the only customers on the brand’s buyer list!
It does not mean that Artificial Intelligence will completely take over the digital marketing medium, cutting out human jobs. It is now proven beyond doubt that AI can help humans, not replace them. Not as yet, definitely! Marketing teams need the human experience, planning and strategy. AI needs a capable driver to plow through all the information and categorize them into sensible, effective units of information. A human digital marketer needs to function as that driver.
It is very much like the PDA or Personal Digital Assistants that you use today on your phone, like Alexa, Siri and Cortana. They make life simpler for you to make optimum use of your time. AIs serve the same function for digital marketers, albeit on a much bigger scale.