Artificial intelligence is going to change everything we do in advertising and marketing, but not in the way we think. The truth is, if used correctly, RPA software and intelligent machine learning can give businesses and agencies the power to deliver extraordinary customer experiences. The type of campaigns that move the customer on an emotional level.
After all, that’s the key to a loyal customer base. People who come back time and time again because they know on a gut level that a company understands them. Steve Jobs saw this after a calligraphy class inspired his design for the iconic mac fonts. Creativity and intelligent automation seem like the furthest concepts from each other, but in fact, they are intrinsically connected.
We are currently drowning in a sea of data. These data contain valuable information about consumer preferences, likes and dislikes. The key to creating something that consumers really want. Even giants like holding companies spend a lot of resources crunching the numbers.
The combination of AI with creativity can open up a whole new field of marketing and advertising. There are three ways this can take shape, and they are all interconnected.
Targeted Experiences – When you add AI to the marketing mix, you open up a whole new category in the funnel. This means curated experiences for every different type of customer in the market. Reach Millennials and Baby Boomers with the same campaign, using powerful messages that appeal to each group. This is not tomorrow’s thing. Many agencies are already implementing AI technologies to their advantage and producing creative that works across the board. According to Entrepreneur, AI will help businesses target customers more accurately and put budget dollars where they belong.
Tighter budgets: Speaking of dollars, the analytical power of AI software will help solve one of advertising’s oldest problems. Funding campaigns that generate ROI and help companies take calculated risks that pay off. Marketing and creativity wants budgets to be higher and companies want to cut costs. There is no “right” or “wrong” party here. A lot of advertising is trial and error, but that means wasted money. However, when companies and agencies use intelligent machine learning software to analyze customer data, a lot of the guesswork is taken away. This creates a positive feedback loop, where money can flow to projects that need it and create richer marketing experiences.
A Marriage of Creativity and Data: Any marketing manager worth their salt knows that the best creativity is made possible by data and analytics. Machine learning algorithms are strengthening this symbiotic cycle. They perform elaborate functions without slowing down the customer experience. This allows creative teams to get quick feedback, giving companies time to shift their focus and become agile. Instead of waiting for analytics to determine if a campaign is resonating, with MLA, companies can get results in near real time.
Don Draper would have killed for the kind of value AI can add to creativity. It is an opportunity to leave guesswork behind and make more impactful campaigns. Like it or not, advertising and marketing are just one of many fields that AI is going to change.