What is AI Marketing?
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Artificial intelligence (AI) technologies are now an integral part of most digital marketers’ toolkits.
However, with so many new solutions hitting the market, it’s easy to get overwhelmed and miss an opportunity to employ AI in the best possible way for your business.
That’s why in this guide, we’ll explore how AI can be used by marketers to achieve different goals — like improving productivity, accurately predicting customer behaviors, driving revenue and retention, and much more.
We’ll also discuss some of the challenges companies face when using AI and real-world examples of successful AI marketing implementations from brands like Adidas and Allianz.
AI marketing is a broad term that encompasses many techniques that marketers use to:
Automate or simplify time-consuming tasks, such as content generation or reporting.
Anticipate future customer behaviors, such as purchases or mobile app installations.
Create personalized experiences across all lifecycle stages and brand interactions.
Some AI, machine learning, and deep learning techniques have been used by marketers for years. Others are newer, spurred by the success of ChatGPT and the new wave of generative AI solutions on the market.
Overall, the uses of AI for marketing purposes involve solutions that perform data analysis and provide marketers with actionable insights (e.g., into what customers are likely to do next), automate specific tasks (e.g., content creation), or deliver personalized content across channels.
Use cases and benefits of AI for marketing teams
There are different ways we can categorize AI’s marketing use cases. For example, we can distinguish between three different types of AI marketing technologies that serve distinct purposes:
Predictive AI, which refers to the use of algorithms to analyze past data, identify patterns, and make predictions for future customer behaviors (like purchases, churn, or channel engagement).
Conversational AI, which refers to the use of techniques like natural language processing (NLP) to understand customer queries and provide timely and relevant responses.
Generative AI, which is the newest form of AI used by marketers. Generative AI models analyze inputs like prompts in order to produce content like text, images, music, and video.
Many teams use a combination of these AI types across different workflows. For example, Insider offers various predictive, conversational, and generative AI capabilities.
Teams can use them to find valuable customer segments (predictive AI), create engaging marketing messages for them (generative AI), and have unstructured, two-way conversations with them (conversational AI).
Additionally, our platform also has a mix of traditional AI capabilities for delivering personalized product recommendations and messages across your website, mobile app, email marketing campaigns, and other channels.
