Development of AI Technology in Marketing

Far from the Terminator-esque foreshadowing of the future, Artificial Intelligence (AI) is paving the way for automation and customer service in a multitude of industries. According to a report from Narrative Science, around 38% of companies surveyed used artificial intelligence in 2016, but this is set to increase to 62% by this year.[1]

From the relatively basic enhancement of search engines for eCommerce websites, all the way to the machine learning platforms such as Adext,[2] the world’s first and only AMaas (Audience Management as a Service) that can find the best audience or demographic group for any ad, AI is evolving at a rapid rate.

The question is: how can marketers harness this power? Here are the top AI marketing features to keep an eye out for in 2018.


9 out of 10 recommend-

Recommendation AIs run some of the web’s biggest service and product providers, from Amazon’s product recommendations to Netflix’s ‘Because You Watched…’ and all of them analyze a myriad of behaviours and consumer trends to base their suggestions on.

Learning to monitor and improve these recommendation systems can be useful in social media strategies, such as through sponsored posts on Instagram and appropriate hashtags, to maximise a brand’s exposure and likelihood of getting recommended to a consumer.


The robot gets to choose-

As previously mentioned, robots such as Adext have the power to “predict the efficacy of ad buys on programmatic platforms.”[3] This is giving marketers analytics and projections for advertising cost, strategy, timings, etc., that are obtained faster and can be more thoroughly relied on than conventional statistical analysis.

Marketers can use a variety of tools to improve their ad-buying with AI, primarily propensity modeling to make predictions, ad targeting for effective ad placement, and dynamic pricing to develop special offers that can nudge prospects into becoming customers.


How m-AI help you?

Excellent customer service can make or break a business, so it’s no surprise that more and more, companies are investing in building positive relationships with their clients. AI can provide a cost-effective solution to the maintenance of client relationships with real-time chatbots to address issues – makeup brand Sephora utilizes chatbots[4] to determine individual customer preferences and recommend products and tips.

With predictive customer service, AI can also determine whether a customer is likely to become dormant or leave, allowing marketers to reach out and rekindle relationships with promotional offers. The results of these kinds of consumer communications all feed into the automated machine learning of an AI and help make your marketing more efficient.


The magic of AI doesn’t end there, with a plethora of new features being engineered every few months. One thing is certain: content marketing careers are about to change drastically, and quickly. Those in the industry have to start adapting now to stay ahead of the impending robot takeover.