4 Use Cases for AI in Your Marketing Org

Artificial intelligence (AI) is taking the world by storm. That’s true across the board, but if you work in marketing, you’re probably seeing it just about everywhere. Over 80% of marketing industry experts report that they’re already using AI in some way.

In the fast-moving world of marketing, falling behind likely means staying behind. As a result, you’re probably looking for a way to jump on the AI bandwagon. But you also want to make sure the AI you deploy actually drives results.

With that in mind, let’s look at some possible use cases for AI at your marketing organization. This way, you can pinpoint the best opportunities to move forward with this exploding resource.

Even as third-party data evaporates, most marketing orgs have more data than they know what to do with. Fortunately, AI can help.

With AI-powered tools to sort through and organize your data, you can more accurately segment audiences. Specifically, AI can use past customer behavior to pinpoint attributes and historic actions you can use to tailor their marketing.

The more data you feed your AI tools — from metrics like time-on-page and email opens to past purchases and submissions to your helpline — the more intelligent it becomes. It can pore over huge amounts of data to synthesize key takeaways, helping you get the data-driven insights you’ve long been promised.

Good news: as customer expectation in terms of personalization soars, AI can help you keep pace.

Today’s AI tools can help you fine-tune the marketing mix to an individual’s preferences. As it learns from customer engagement based on channel, frequency, and timing, it can optimize what you put in front of customers, how you present it, and more. From trigger-based emails to dynamic website personalization, artificial intelligence can help you better be all things to all people.

Plus, with A/B testing, your AI tools can literally learn what works and what doesn’t. If you’ve been looking for a way to better target individual customer segments, AI delivers.

Better personalization obviously goes a long way to strengthen the customer experience, but the benefits of AI don’t stop there. It can make suggestions to ensure you put the right products and services in front of the right customers. It can help you improve your company’s support experience, from chatbots that leverage natural language processing (NLP) to phone trees driven by AI that can analyze a person’s tone.

This use case is fairly broad, but it underscores that your marketing org shouldn’t be the only department thinking about using AI. Ask what other parts of your company are using or exploring to see how your various AI tools can interplay to optimize the customer experience.

Humans have a creative limit. If you need to come up with an idea but you’re feeling completely drained, AI can come to the rescue.

From image generators that can help you explore new ideas for visual assets to nNLP tools that can write first drafts for content and copy, you have resources at your fingertips.

Be advised: experts generally agree that AI-created content shouldn’t go straight to publication. But it might give you a first draft that you can leverage, saving you some time and brainpower. It might even stimulate new ideas.

AI can do a lot to help today’s marketers thrive, but it’s not without its risks. To explore which use cases might best fit your marketing organization, get in touch with our team today.