ROLE OF ARTIFICIAL INTELLIGENCE IN DIGITAL MARKETING

ROLE OF ARTIFICIAL INTELLIGENCE  IN  DIGITAL MARKETING

Artificial Intelligence has transformed the digital landscape, such as Google’s Rank Brain personalising recommendations by Amazon. Artificial Intelligence (AI) is rapidly becoming essential in the day-to-day happenings of the digital world, with marketing and advertising being no exception.

 AI can easily identify marketing trends and  can provide  better   options  to buyers. Nowadays  brands and marketers  are incorporating   machine  learning  and  deep learning   to enhance  purchase options for customers.

Amazon , Google, Microsoft, Spotify etc  rely heavily  on AI and machine  learning. 

We See Artificial Intelligence in Marketing Today

1. Search Engines

Google and Bing have been using AI for years. In 2015, Google announced Rank Brain, which uses machine learning to provide more relevant search results. 

You can get a lot  of   results  for   misspelled  words.

2. Content Strategy and Creation

Artificial intelligence also extends to content creation. Natural-language generation, or NLG, is an AI technology that takes data and spins it into a written story that sounds like it’s by a human writer. Depending on the software, NLG can be used to create content, from articles to white papers and social media posts. The Associated Press and The Washington Post are two high-profile newsrooms that use NLG.

3. Email Personalization

Artificial intelligence can help personalize email marketing. AI provides useful metrics for marketers and uses past subscriber behavioral data to craft more targeted and relevant messages.

4. Chat bots

Chat bots use NLG to mimic human conversations via text. They streamline conversation, are available at all hours, and save time for social media and community managers so they can focus on more complex communications. Marketers can use chatbots to help:

Provide users with specific content

Assist with customer service

5. Product Pricing

AI-based dynamic pricing is becoming a science. Companies are using data to determine demand and competition, and then they influence prices in real time. When you experience a spike in the cost of an Uber after a concert, for example, that’s artificial intelligence-based dynamic pricing at work, or “surge pricing,” as Uber calls it. 

This technology can also use data to determine what a customer is likely willing to pay for a product. With this insight, artificial intelligence can compare a retailer’s pricing to its competitors to see where they land in comparison. Ever find a great deal on Amazon? Third-party sellers on that platform often use algorithmic pricing to compete against each other, allowing consumers to seek out the best price.