In 2024, most people have adopted some form of AI into their work or personal lives. Most commonly, Chat GPT, which has achieved mass adoption - delivering information at lightning speed, rivalling the convenience of a trusty Google search. In this post, we’ll look at the impact of AI for businesses, with particular focus on the opportunities for Marketing Specialists to increase their impact and make their lives a little easier.
AI won’t replace humans, but humans using AI will
AI is expected to play an even bigger role in content creation in the future. By 2025, it is predicted that up to 90% of online content (1) could be generated with the help of AI. This includes everything from copywriting for marketing collateral to supporting the development of video production.
It isn’t just Marketing that is set to adopt AI; Gartner forecasts that 50% of all business content will be AI-generated by next year. This transformation is driven by AI’s ability to produce high-quality content quickly and efficiently, allowing businesses to scale their content strategies significantly.
What may have seemed alien a few years ago, today Artificial intelligence (AI) is becoming embedded in our everyday lives and is here to stay.
What is AI in Marketing?
AI in Marketing is not new – Netflix have used this technology for over a decade. Remember the recommendations you get based on your watch history? That’s Integrated AI at play.
How to use AI in Marketing?
There are two types of AI intelligence, task automation and machine learning. Both are game changers for Marketing Specialists, since they can use their intelligence to reduce manual tasks and support quicker decision making.
1. Task Automation
These applications are designed to follow a set of rules or execute a predetermined sequence of operations based on a given input, but they can’t handle complex problems. Think chatbots and email automation.
2. Machine Learning
Algorithms are trained using huge volumes of data to make relatively complex predictions and decisions. This can help determine buying stages in a CRM or guide programmatic buying in online advertising.
"AI’s ability to analyse large amounts of customer data provides an in-depth understanding of behaviour patterns. Marketers can now build campaigns catered to specific preferences, anticipate future needs, and create a tailored customer experience."
- Forbes, 2024
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