Artificial Intelligence (AI) has taken the marketing world by storm in recent years. AI reduces the time humans spend on tasks, improving the productivity and efficiency of marketing teams.

As scary as it sounds, machines are far from taking over. Much still rests with humans, and it is our responsibility to learn how to harness the benefits of artificial intelligence to make our marketing strategies more effective. Here are some more facts about this interesting evolution.

What is artificial intelligence?

Artificial intelligence is an umbrella term that refers to various types of technology, including machine learning, deep learning, natural language processing (NLP) and more. It encompasses the entire field of computer science combined with data sets to facilitate intelligent problem solving.

Artificial intelligence can learn from previous iterations and completed tasks to modify its behaviour. For example, the artificial intelligence used in Google Ads tests keyword combinations with different audiences, effectively finding those that have the highest return on investment (ROI).

Other examples of AI include voice assistants such as Siri or Alexa, which use AI to capture your voice, decipher what you are saying and then, according to the research, provide an answer to your question.

Artificial intelligence also plays a role in the algorithms present on various websites or platforms, such as Amazon, HBO and Instagram. These AI solutions create profiles of users based on their interests and behaviour. They then use these to predict the type of content that users are most likely to interact with.

In short, artificial intelligence uses large amounts of data to extrapolate crucial information by applying statistics and learning patterns. It can also evaluate its own performance and modify its trajectory without human intervention.

For all these reasons, AI can have very powerful uses for marketing, as being able to predict consumer trends and behaviours is a big part of what can make a company successful.

What are the benefits of using artificial intelligence?

AI provides many benefits for sales functions and objectives, including those listed below.

1. More precise data

AI won't accidentally skip a page, misread a number or forget a set of data. Well-oiled machines (even digital ones) do their job perfectly. More importantly, AI also performs tasks within the scope of so-called 'data cleansing', which includes filtering out inaccurate, irrelevant or obsolete data, to refine results and compile more accurate trends, conclusions and predictions.

2. A more personalised customer experience

With AI collecting behavioural patterns from human behaviour, each customer can have their own customer profile, get the most personalised brand experience and find exactly what they need or want, without any additional effort from human members of the sales or marketing team. AI can automatically make recommendations that best suit the needs of each individual user.

3. Improve team performance and productivity

Artificial Intelligence can also be used to observe patterns of behaviour and performance within the company. As a result, it can help optimise each team member's task load in a way that works best for their particular needs and personality in the workplace. In turn, this increases group performance and company results.

How the use of AI can boost brands' sales

Artificial intelligence, as we have explained, makes use of large data sets, often constantly collected and optimised on the fly. From here, it uses the data to recognise patterns, try to predict effects and outcomes, suggest recommendations and optimise the customer journey.

When it comes to executing sales, AI compares immensely large amounts of information to forecast events such as sales, target-potential audiences, chances of closing for different prospects and even ups and downs in the market based on past customer behaviour and trends.

Artificial intelligence can also provide recommendations for sales teams, such as price labelling or which customers to pay attention to based on their likelihood of conversion.

Conversational AI has become commonplace on websites and landing pages, in the form of a chatbot pop-up window designed to predict a user's needs and even answer their questions or concerns.

In conclusion, AI will make marketing and sales more scientific than it already is. As machines take over the easiest and most repetitive tasks, sales will shift its focus towards more human elements, such as customer service, human interaction and connection, as well as broader general trends including complex contextual analysis, critical thinking and decision-making.

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