5 Artificial Intelligence Trends in Marketing 2020
While Artificial Intelligence is starting
to become commonplace across business functions (Chaffey, 2019), below are 5 of the AI trends which are believed to impact in the marketing
domain in the coming decade.
Conversational
search: AI technologies will boost Machine Learning
(ML) capabilities associated with Voice search (Balkhi, 2018) and Natural Language Processing (NLP) which will eventually lead to
the new era of conversational marketing. Brands like Air Canada are already using
NLP technologies like Persado to boost customer engagement (Chaffey, 2020)
Content
Marketing: With advancements in NLP, there is great
interest in adopting Natural Language Generation (NLG) as well for the automation
of content marketing. NLG solutions like Quill, Wordsmith are already being
used by some companies, while others like Amazon are developing their own NLG
systems like Polly and Washington Post’s Heliograf which are customized to
their specific organizational needs. (Marr, 2019). These not only just save time in generating the content, but they
can personalize the communication en masse according to the customer
preferences by linking them with their Customer Analytics.
Customer
Service: While Chatbots have already being used by many businesses, their functionality
is still limited to sending template messages and responding only to specific
commands. (Cannella, 2018). But with advancements in NLP and NLG, AI-powered Chatbots will be
able to respond to customer queries, offer them support and resolve their issues
in a much better fashion. (Mitchell (CMO), 2018)
Customer
Data Analytics: Customer Data Platforms are improving
Customer Data Analytics by integrating AI-powered Predictive Analytics which
can generate valuable insights like Purchase predictions, Campaign Engagement
Predictions, and Demand analysis (Exponea, 2019).
Marketing
Automation: All
the above AI trends once they become mainstream, will eventually bring in more levels
of automation in all areas of Marketing. (Stephen, 2017). Eventually, the AI systems though deep learning will be able to
predict customer response, optimize content, trigger personalized ads, push
conversions and respond to customer queries. (Sterne, 2017).
While it may take some years for AI systems
to become perfect, there is no doubt they will transform the landscape of
marketing as we know it.
References:
- Balkhi, S. (2018) 4 Artificial Intelligence Trends to Watch for in 2019, Entrepreneur. Available at: https://www.entrepreneur.com/article/323761 (Accessed: 20 February 2020).
- Cannella, J. (2018) ‘Artificial Intelligence In Marketing’, p. 132.
- Chaffey, D. (2019) Latest Gartner Hype Cycles, Smart Insights. Available at: https://www.smartinsights.com/managing-digital-marketing/marketing-innovation/technology-for-innovation-in-marketing/ (Accessed: 20 February 2020).
- Chaffey, D. (2020) 6 essential marketing trends for 2020, Smart Insights. Available at: https://www.smartinsights.com/managing-digital-marketing/marketing-innovation/6-essential-marketing-trends-for-2020/ (Accessed: 20 February 2020).
- Exponea (2019) CDP Predictive Analytics.pdf. Available at: https://elearning.dbs.ie/pluginfile.php/1129284/mod_resource/content/1/CDP%20%20Predictive%20Analytics.pdf (Accessed: 18 February 2020).
- Marr, B. (2019) Artificial Intelligence Can Now Write Amazing Content -- What Does That Mean For Humans?, Forbes. Available at: https://www.forbes.com/sites/bernardmarr/2019/03/29/artificial-intelligence-can-now-write-amazing-content-what-does-that-mean-for-humans/ (Accessed: 20 February 2020).
- Mitchell (CMO), V. (2018) Predictions: 9 AI trends in marketing for 2019. Available at: https://www.cmo.com.au/article/650692/predictions-9-ai-trends-marketing-2019/ (Accessed: 20 February 2020).
- Stephen, A. (2017) AI Is Changing Marketing As We Know It, And That’s A Good Thing, Forbes. Available at: https://www.forbes.com/sites/andrewstephen/2017/10/30/ai-is-changing-marketing-as-we-know-it-and-thats-a-good-thing/ (Accessed: 20 February 2020).
- Sterne, J. (2017) Artificial Intelligence for Marketing: Practical Applications. John Wiley & Sons.
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