Tips for getting started with artificial intelligence

Artificial intelligence can improve the efficiency of any number of marketing applications, from content to conversational chatbots. For businesses looking to take advantage of these capabilities, here are some ways to get started.

Using Artificial Intelligence for Better Forecasting

One important way artificial intelligence can improve marketing functions is to help teams make better predictions, rather than manually picking campaign targets. For years, we’ve sat in conference rooms, staring at cells in spreadsheets and making decisions. Encourage team members to think about areas of the business that would unlock significant value if they could better predict.

#For example, which customers are more likely to buy if driven by an ad or email? Using artificial intelligence to help discover these prospects within a business's customer data can lead to better returns on ad spend and can increase top line revenue.

In a B2B environment, it can help find possible customers and help determine which customers should be a priority for top salespeople.

Step-by-Step Experimentation and Adoption of Artificial Intelligence

After thinking about where AI can improve marketing functions, businesses should look for one or two small AI-based applications rather than building in-house AI Data collection. First, businesses must ensure that customer purchase data and other touchpoints are accessible in a privacy-compliant manner. Advances in customer data technology, such as CDPs, have played an important role in enabling AI technology to help marketers.

TEST WITH PARTNERS

Research AI technology companies that offer marketing applications and services to see which ones best fit needs.

Transition from old to new

The “90-10” model should be considered when adopting AI technology. That is, 90% of marketing functions should use existing technologies and methods, while 10% of marketing functions will be used to experiment with new technologies.

The bottom line is that it’s not necessary to acquire your own AI startup. There’s a misconception in the marketing industry that the only correct way to be able to do this is to have a lot of extra capital and create it in-house. these models. Businesses should experiment first and then transition to smaller AI projects for their marketing functions.

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