AI, or artificial intelligence, is rapidly changing the marketing landscape, and it is sure to increase in prevalence throughout 2023. More and more, AI is being used alongside more traditional methods to create powerful marketing campaigns. As marketers, it is crucial to stay up-to-date on the latest trends and take advantage of their benefits in our work, so we’ve put together some of the top trends that we’re already seeing on the rise within the world of AI marketing.
AI is already widely used across the marketing industry to create dynamic brand content. Many software's are hitting the market that help companies generate copy, graphics, and even content strategy. We’ve seen such technology implemented with apps like Grammarly, which edits and improves your writing as you work. Now, we are seeing apps that take it one step further and simply write your projects for you. Jasper is one such program that offers a full spectrum of copywriting services. This AI works tirelessly to help you generate ideas, tailor your blogs to SEO specifications, and write social media captions. Programs like Midjourney can be fed prompts and generate amazing imagery to use across social media, advertisements, and anything in-between. While AI learns from existing content and information, it will produce unique work, making this a phenomenal alternative to simple stock imagery. Whether you have a small team and want to push out more content, or you want to increase conversions on your marketing efforts, AI content generators are an amazing tool to harness.
In 2023, chatbots and voice assistants are expected to continue their growth as prominent tools for businesses to engage with customers and provide efficient and convenient customer service. Many companies already use chatbots and voice assistants to assist with day-to-day customer support across their apps, websites, and phone lines. Their integration with popular platforms like Facebook Messenger, WhatsApp, and voice assistants like Alexa and Google Home will make them more accessible to customers, providing a seamless and convenient experience. In 2023, we will see these AI systems increase their capacity for knowledge and ability to converse in a human-like manner. Many companies have already begun to harness these bots to help with tasks such as lead generation and tracking campaign success.
Over the last few months, you may have heard of the AI system ChatGPT. ChatGPT is a large language model that feeds users information in a conversational format. It harnesses the feedback provided by users in real-time to improve upon itself. This particular chatbot can even write content, edit code, and help you strategize for client projects. Like any AI, it learns from every interaction it has with its users to become stronger and more capable.
With the use of AI chatbots being increasingly common for brands, it is no secret that these systems will naturally progress and become more adept at their functions. Not only will chatbots help companies work more efficiently, but they will also help companies create deeper, more meaningful connections with their customers.
Understanding current trends and defining KPIs are two vital aspects of any marketing strategy. AI is a powerful tool in this regard. It can be trained through machine learning to predict future trends and outline certain measures that companies can use to build a strategy around. PredictHQ is one such company that is already doing this through its demand forecasting. This helps companies determine trends in their data sets, which then influences business and marketing decisions. Tools like this can be incredibly effective at developing an efficient workflow for your team, as you can spend less time researching and more time executing your strategy.
Automation of marketing efforts is one way that AI has already proven itself useful. AI works to automate marketing by leveraging machine learning algorithms to perform repetitive and time-consuming tasks, freeing up marketers to focus on more strategic initiatives. For instance, AI can personalize and automate email campaigns, including segmentation, subject line optimization, and content creation. This is especially beneficial when you’re sending out multiple emails every week and don’t have the time to get hung up on details. AI can also assist with social media management, performing tasks such as scheduling posts, finding the right audience, and tracking engagement metrics. Another way that AI aids in automating tasks is through ad optimization. AI algorithms can be used to optimize ad spend, target the right audience, and improve ad relevance and performance.
As AI increases in prevalence across the marketing sphere, many are beginning to consider its ethical implications. 2022 saw legal action across the globe being taken to protect human values as we integrate AI into our lives, introducing the concept of AI governance. AI governance is the idea that there should be a legal framework in place to ensure the ethical and responsible development of machine-learning technologies that will help humanity fairly. This concept encourages a heavier government hand in not only the development, but the use, of these technologies to keep them fair, ethical, and constantly improving upon themselves.
While AI systems are growing smarter by the day, they do lack the moral foundation that is inherently learned by most people, so they can make mistakes that a physical marketing team may have caught otherwise. In late 2022 there was a social media trend featuring AI that generated portraits based on live photos of users. This AI was accused of stealing art styles and techniques from real artists and profiting off of it. This is a prime example of how AI can, even if not intentionally, cross a line that may have detrimental repercussions for any company. In 2023, we can be sure to see the conversation surrounding data privacy, intellectual property, and regulatory compliance.
AI is becoming an increasingly common tool in the world of marketing, largely for its role in helping companies accomplish goals faster and save money in the long run. While the integration of artificial intelligence into the world of marketing is exciting and full of possibilities, it is important to note that none of these systems are a threat to human labor. There are certain aspects of business and nuances to real human interaction that cannot yet be replicated by machine learning. Each member of a marketing team brings their own talents and skills to the table, so think of AI simply as the newest addition to your team! As the digital landscape continues to melt into our physical space, we as marketers must learn to work alongside new technologies to create the most effective campaigns possible.