Artificial Intelligence (AI) is an exciting new development in the marketing world. In a “work-smarter-not-harder” industry, it only makes sense for marketers to turn to machines to help them better understand their audience, and how they interact with them. In today’s tech-forward world, it’s projected by Adobe that over the next 12 months, 31% of enterprises are expected to add some form of AI to its marketing mix.

Search

Before machine learning really took off, it was difficult to search for products in an e-commerce setting, unless you knew the exact name of the item you were searching. Now, you could type in something extremely vague like “black pants” or “Under Armour shirt” and chances are you’ll find what you’re looking for quickly. This is all thanks to AI. A constant updating of consumer data helps companies like Google, Amazon, Bing or any company really, find the most relevant content with the fewest words. In 2019, it’s thought that consumer personalization will increase 29% followed by AI at 26%, according to BrightEdge. This will reflect in how search engines find relevant content based on the searchers previous queries and patterns.

SEO itself is also evolving from AI. Now, search engines are not only crawling for keywords but “cluster content”, meaning that machines are looking for context in conjunction with keyword placement, making it easier for searchers to find the content most relevant to what they are looking for.

Robotic Marketer

We can’t talk about AI and data without mentioning Robotic Marketer. This application of machine learning helps us develop the most comprehensive marketing strategies in the field, combining data scraping, AI, and the personal touch of a Marketing Manager. While we’re on the cusp of this cutting-edge technology, this is just one of many ways marketing data is being used to target the right customers for your business.

Social Media

You can see it in native ads, the ones that just look like another post on your Facebook or Instagram feed. By combining your activity online with advanced algorithms, social media platforms are able to serve you content you’re familiar with in a way that’s not distracting from the user experience.

While some companies are implementing AI in its strategies, others find it daunting. There is a fine line to balance between machines and human touch to make the most out of your interactions. It must be noted that machines can only do so much - while it's a great tool to supplement areas of marketing, it cannot replace person-to-person contact. We see that here at Marketing Eye, where we combine the machine learning within Robotic Marketer with the personal touch of our Marketing Managers to develop fully comprehensive marketing strategies.

In an age where social media has become an increasingly prominent part of life, one platform seems to have risen to the top, creating an obsession among Generation Z users: Instagram.