• Do marketing technologies powered by artificial intelligence (AI) and machine learning pose a threat to marketers’ jobs? No, say more than half of surveyed marketers. According to a recent survey, 61% of them  say they aren’t concerned about being replaced by automation tools fueled by AI and machine learning anytime soon. Now, let’s take a step back to learn about these technologies:

    • Artificial intelligence is a branch of computing science that deals with the simulation of intelligent behavior in computers.
    • Machine learning is the science of getting computers to learn and act like humans do. By feeding computers data and information, they improve their learning over time in an autonomous way.
    • Automation is applying technology to control and monitor the production of services and goods. It performs tasks that humans would typically do.

    Check out some of the ways AI and machine learning technologies are giving marketers a boost:

    Automated Audience Building

    AI provides greater analytical capabilities, allowing for enhanced keyword and audience tracking in advertising campaigns. For example, it can automate the analysis of first- and third-party data to better target your brand’s audience across various platforms.

    Business Insider reports that these enhanced analytics can help marketers plan and execute campaigns in three main areas: segmentation, tracking, and keyword tagging. Adobe Audience Management, which helps identify segments of a target market, and Kenshoo, a cross-channel audience targeting tool that improves how to market an audience, are two examples of AI-based automation tools that can help marketers create more targeted ad campaigns across various channels.

    Building Social Media Plans and Automating Customer Engagement

    Social media is getting trickier as marketers must anticipate algorithm changes, brand content throttling, and the decline of organic sharing. Rather than feeling intimidated by the ever-changing Wild West of social media, marketers can use “secret weapons” like social listening tools to engage with audiences as effectively as possible. Two platform options include Twizoo, which uses AI to automatically display and discover user generated social content across a brand’s website, or Unmetric, which uses AI to identify patterns and see how content contributes to reaching business goals.  

    Using AI to automate audience engagement can also facilitate building relationships with customers. By 2020, 85% of customer service interactions on social media will be powered by AI. Using AI tools to engage with customers on social media allows the technology to automatically register feedback and brand sentiment. AI can also provide suggested responses for brands based on interaction and consumer insights.

    Developing Content

    Marketers have been developing ways to speed up the content creation process for as long as we can remember. While the thought of AI-created content may cause heartburn for some , this technology can actually help them focus more on being creative. Although it’s still in the earlier stages of development, AI processes can augment creative minds in many ways, such as developing basic messaging for ads, editorial content, and photo captions, and cutting down production time for content creators with automation.

    Robot writers like Wordsmith by Automated Insights already exist, but they’re far from taking away jobs from human writers. A study by Curata found that 42.5% of companies increased their content marketing staff levels. Rather than seeing AI as a threat, marketers can see it as a tool that allows them more time to focus on big picture ideas behind campaigns to drive more results. Also, keep in mind that marketers provide the human touch that AI isn’t able to.

    We’ll get a bigger helping hand from AI and machine learning in the near future. Developing technology will enhance machine learning and drive better and more intelligent interactions and campaigns, while boosting employee productivity and efficiency.

    Subscribe to RampUp and be one of the first to read the second part of this blog series, which will cover the skill sets marketers can cultivate to get the most out of AI and machine learning.

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