Artificial intelligence (AI) allows machines to learn from experience, to adapt to new inputs and to perform tasks as humans do. Most of the examples of AI we hear about today – from computers playing chess to cars driving themselves – rely heavily on deep learning and natural language processing. Thanks to the help of these technologies, computers can now be programmed to achieve specific tasks by processing huge amounts of data and identifying patterns in them.

APPLICATIONS IN DIGITAL MARKETING 🖥️

Artificial Intelligence advances beyond pure data analysis. Its evolution is rapidly moving towards the generation of such data, as science redefines the ability of machines to make better decisions. For many years, marketing specialists have hesitated to apply Artificial Intelligence to their marketing strategies. The reasons? There was ignorance, fear, uncertainty about their results, and so on. But now many brands have incorporated it into their decision-making processes.

The experience of big brands such as Mercado Libre, Amazon or Spotify shows that the application of this technology tends to significantly increase the ROI of actions. For example: Amazon uses Artificial Intelligence to show buyers only relevant products based on previous searches, purchases and visits. This increases the probability that a user makes a first purchase or becomes a regular customer because of these suggestions.

If you use Doppler or another marketing automation tool, you probably created targeted campaigns or automations based on user behavior, right? This type of functionality works with processing large volumes of information in real time and thus allows you to optimize email flows.

Artificial Intelligence as part of Digital Marketing is now a reality and offers a variety of advantages and options that we can use to be more precise in the development of our marketing strategy.

ARTIFICIAL INTELLIGENCE THROUGH THE 4 PURCHASING STEPS 💸

Many predict that marketers starting to implement AI will see huge benefits – in fact, so huge that inbound marketing without some kind of Artificial Intelligence will make no economic sense. The online marketers will finally get to their final target: to attract, convert, close and delight

The AI can already produce results in all four steps of the purchase path:

  • Attract – Natural Language Processing (NLP) and Natural Language Generation (NLG) used in AI can automate and accelerate content creation and scaling, for example, HubSpot’s Content Strategy tool
  • Convert – AI systems can customize and test landing pages, improving scaling conversions; it also has the power to completely remove modules.
  • Close – Artificial Intelligence excels at extracting insights from data that humans lose, which offers new driving opportunities
  • Delight – AI-based tools can improve the customer experience by giving buyers more than they want

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