Marketing is one of the areas where artificial intelligence (AI) and machine learning are being widely adopted. As the technology advances, you may be concerned that the entire function will eventually be automated. But worry not, because AI presents an opportunity to enhance your role, not kick you out of it. Marketing automation has already been embraced across industries, saving time, honing targeting capabilities and optimising customer experience. Artificial intelligence allows you to take those capabilities even further. Here we explore the top applications for artificial intelligence in marketing. You can be using these today to drive results across all stages of your marketing funnel.

1. Dear fellow
marketers, do
not fear, AI
isn’t coming
for your job
But it is going to make it a hell of a lot
easier.

2. Marketing is one of the areas where artificial intelligence (AI) and
machine learning are being widely adopted.
As the technology advances marketers may be concerned that the
entire function will eventually be automated. But fear not, this exciting
technology presents an opportunity to enhance your role, not kick you
out of it.

3. Here we explore the top applications for artificial intelligence in
marketing that you can be using today to drive results across all stages
of the marketing funnel:

4. Here we explore the top applications for artificial intelligence in
marketing that you can be using today to drive results across all stages
of the marketing funnel:

5. Data
collection
and
analysis
• The process of gathering and measuring
information is now easier than ever.

6. Data
collection
and
analysis
• The process of gathering and measuring
information is now easier than ever.
• Machine learning has the capacity to process
the vast data and extract meaning.

7. Data
collection
and
analysis
• The process of gathering and measuring
information is now easier than ever.
• Machine learning has the capacity to process
the vast data and extract meaning.
• These findings can help inform your content
performance and creation as well as
information on your target customers.

8. Personalisation
• Getting personalisation right is the
holy grail for marketers the world
over.

9. Personalisation
• Getting personalisation right is the
holy grail for marketers the world
over.
• But getting personalisation right and
not coming across as creepy is a
difficult balance to strike.

10. Personalisation
• Getting personalisation right is the
holy grail for marketers the world
over.
• But getting personalisation right and
not coming across as creepy is a
difficult balance to strike.
• 80% of users find emails with
personally recommended products
helpful –eMarketer

11. Personalisation
• Getting personalisation right is the
holy grail for marketers the world
over.
• But getting personalisation right and
not coming across as creepy is a
difficult balance to strike.
• 80% of users find emails with
personally recommended products
helpful –eMarketer
• With AI we can provide increasing
personal experiences without
intruding and make intelligent
suggestions

12. Programmatic
advertising • Machines buying and selling ads in real time is
more efficient than human ad operations
management.

13. Programmatic
advertising • Machines buying and selling ads in real time is
more efficient than human ad operations
management.
• AI can run infinite possibilities of your creative
and optimise it for individual platforms as well
as monitor what people are searching for and
what they’re clicking on.

14. Programmatic
advertising • Machines buying and selling ads in real time is
more efficient than human ad operations
management.
• AI can run infinite possibilities of your creative
and optimise it for individual platforms as well
as monitor what people are searching for and
what they’re clicking on.
• Lingerie brand Cosabella managed to increase
its search and social return-on-ad-spend
(ROAS) by 50% and decrease its adspend by
12% in the first month alone of employing AI.

15. Customer communication
• Chatbots have become a vital customer service channel and
are an obvious entry point for businesses seeking use AI
enabled communications.

16. Customer communication
• Chatbots have become a vital customer service channel and
are an obvious entry point for businesses seeking use AI
enabled communications.
• Today, chatbots are largely human coded meaning they are not
that intelligent.

17. Customer communication
• Chatbots have become a vital customer service channel and
are an obvious entry point for businesses seeking use AI
enabled communications.
• Today, chatbots are largely human coded meaning they are not
that intelligent.
• Bots enabled with machine learning and natural language
processing have the ability to understand the meaning of
words in different combinations, ask questions to create
context and intent, and actually do something for the
customer.

18. Automation • Automation has already been making the lives of
marketers easier for a good few years now.

19. Automation • Automation has already been making the lives of
marketers easier for a good few years now.
• The current irony of automation is that it has to be
programmed by a human and therefore becomes a
manual task.

20. Automation • Automation has already been making the lives of
marketers easier for a good few years now.
• The current irony of automation is that it has to be
programmed by a human and therefore becomes a
manual task.
• Imagine if you could leave this responsibility in the
hands of an intelligent technology that has learnt from
more data than you could dream of consuming?

21. Automation • Automation has already been making the lives of
marketers easier for a good few years now.
• The current irony of automation is that it has to be
programmed by a human and therefore becomes a
manual task.
• Imagine if you could leave this responsibility in the
hands of an intelligent technology that has learnt from
more data than you could dream of consuming?
• AI can pick up the pieces existing systems miss and
make intelligent automated decisions.

22. Content
creation
• Natural language generation (NLG), is AI capable of turning data into
human-friendly text.

23. Content
creation
• Natural language generation (NLG), is AI capable of turning data into
human-friendly text.
• At the moment NLG needs to be trained by a human to write stories
about data at scale, so won’t be writing a winning blog but works well
for tasks like product descriptions.

24. Content
creation
• Natural language generation (NLG), is AI capable of turning data into
human-friendly text.
• At the moment NLG needs to be trained by a human to write stories
about data at scale, so won’t be writing a winning blog but works well
for tasks like product descriptions.
• Paul Roetzer, predicts that AI will have the ability to add narrative and
create content like blog posts in the next five years.

25. Content
creation
• Natural language generation (NLG), is AI capable of turning data into
human-friendly text.
• At the moment NLG needs to be trained by a human to write stories
about data at scale, so won’t be writing a winning blog but works well
for tasks like product descriptions.
• Paul Roetzer, predicts that AI will have the ability to add narrative and
create content like blog posts in the next five years.
• Coca-Cola is looking to AI for the future of storytelling. The brand’s
global senior digital director, Mariano Bosaz said that they want to
“start experimenting with is automated narratives.”

26. Safeguarding your
future career
So with all the capabilities of this
emerging technology what does the
future for a marketer look like?

27. AI is best at handling repetitive manual tasks such as reporting and
data. Giving over these tasks to a bot frees up your time to focus on
higher level tasks such as strategy and more creative tasks like content
and messaging. Eventually with automation handling a wide part of
your day to day, marketers will have time for tasks that they’re not even
aware of yet…

28. AI is best at handling repetitive manual tasks such as reporting and
data. Giving over these tasks to a bot frees up your time to focus on
higher level tasks such as strategy and more creative tasks like content
and messaging. Eventually with automation handling a wide part of
your day to day, marketers will have time for tasks that they’re not even
aware of yet…

29. Where to begin?
• Though it will be harder for SMEs to adopt AI, due to the quantity of
data necessary for machines to get smarter, every business can utilise
the technology in some small but effective way.

30. Where to begin?
• Though it will be harder for SMEs to adopt AI, due to the quantity of
data necessary for machines to get smarter, every business can utilise
the technology in some small but effective way.
• Start by thinking about what tasks you can be doing more intelligently
along with the most intensive tasks and think about how these can be
streamlined.

31. Where to begin?
• Though it will be harder for SMEs to adopt AI, due to the quantity of
data necessary for machines to get smarter, every business can utilise
the technology in some small but effective way.
• Start by thinking about what tasks you can be doing more intelligently
along with the most intensive tasks and think about how these can be
streamlined.
• Pick a single use case such as predictive scoring, content strategy or
email send time optimisation and take a month or year of data. Look
at the things that you spend the most time and money doing and see
if there’s a way you can automate it.

32. Rather than fearing the
changes that AI will bring,
marketers can fortify their
careers by embracing it.

33. Rather than fearing the
changes that AI will bring,
marketers can fortify their
careers by embracing it.
Despite its intelligence, AI still requires ongoing human training and
support. Commit to learning all things AI and its potential within your
business rather than being overwhelmed by it.

34. If you use AI to work smarter it can be your competitive advantage as
both an employee and a business. Embrace how the technology is
going to disrupt your career to set yourself apart from those who are
afraid.

35. If you use AI to work smarter it can be your competitive advantage as
both an employee and a business. Embrace how the technology is
going to disrupt your career to set yourself apart from those who are
afraid.
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36. For more great content and insights into how you can get connected to
your target audience, digitally, personally and socially visit
chiefnation.com.