AI is a powerful marketing tool, but don’t leave people behind

It answers our questions, turns off lights, retargets us to the products we can’t live without, gathers marketing data, writes snappy headlines and finds the perfect media plan for our budget, all with accuracy and precision.

Artificial Intelligence (AI) is a master at making conversational marketing applications like chat, chatbots, messaging apps, virtual assistants and personalized emails. These tools can help businesses better understand their customers, improve lead generation and help move buyers through the sales funnel faster, all with a better user experience.

Businesses have been using artificial intelligence for years to reach target markets more effectively while driving sales conversations for better business outcomes and user experiences, easing the workload for our marketing teams and budgets.

In the nearly six months since Open AI released ChatGPT, a world of infinite possibilities has opened, while also giving many people pause on potential misuse or overuse that may reduce the need for human contributions in the business world. It is essential for business owners and executives to understand both the potential and limitations of AI to make informed decisions and maximize its benefits. Let’s look at some of the ways AI can best enhance your marketing efforts.

Data driven insights: One of the most common applications of AI in marketing is customer segmentation. By analyzing a variety of data points, including demographics, purchase history and online behavior, AI algorithms can categorize customers into segments based on their interests, preferences and buying behaviors. This enables businesses to tailor their marketing messages, ensuring they reach the right people with the right content at the right time.

Optimizing advertising campaigns: AI’s ability to analyze large datasets allows marketers to optimize their campaigns like never before. Through machine learning algorithms and real-time analysis of customer response and feedback, AI-powered platforms can automatically adjust campaign parameters such as ad placement, targeting and budget allocation. By continuously learning and adapting, AI ensures that ad spend is optimized for maximum impact, driving higher conversion rates and return on investment.

Enhancing customer experience: AI-powered chatbots and virtual assistants have transformed customer service, offering prompt personalized support around the clock. By automating routine customer interactions, businesses can enhance customer satisfaction and reduce response times.

Artificial vs. human intelligence: While AI can process and analyze vast amounts of data, it lacks human intuition and empathy. Businesses must strike a balance between automation and human touch to maintain meaningful customer relationships.

AI should be your data processor, not your marketing director: AI is here to enhance human intelligence, not replace it. Human emotions and experiences are ours alone and cannot be processed by AI. Rather than worry about AI, embrace it as the data tool that it is and focus on the soft skills like effective communication, leadership and inspiration that drive the loyalty of our teams and clients. ●

Author’s note: Putting AI tools to the test, some information for this article was provided by OpenAI’s ChatGPT under this business owner’s human direction.

Kelly Borth is CEO and chief strategy officer at GREENCREST

Kelly Borth

CEO and chief strategy officer


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