Exploring AI marketing: How automation is changing the game

AI in marketing isn’t a futuristic fantasy; it’s happening now. From automating tasks to personalizing content and predicting trends, smart technology gives brands unprecedented ways to engage with their audience.

For marketers, this means endless opportunities to improve efficiency and deliver more impactful results. As AI evolves, businesses that embrace it will gain an edge over competitors. This guide will explain the role of AI in marketing, how it’s driving change, and how international brands can leverage it to create more intelligent and effective marketing strategies.

What is AI in marketing?

AI marketing combines digital marketing and artificial intelligence technologies, such as predictive analytics, natural language processing (NLP), and machine learning (ML), to take your consumer outreach to the next level. You can leverage data and smart algorithms to inform content creation and personalization, enhancing your advertising efficiency and new customer experience.

As a subset of AI, ML has driven digital marketing technologies for decades. It predicts customer behavior, personalizes content, and optimizes real-time campaigns by continuously analyzing data patterns. The result? Businesses can create more relevant ads and experiences to increase their return on investment (ROI).

Benefits and challenges of using AI in marketing

AI takes the guesswork out of marketing, helping brands fine-tune content and make data-driven decisions that boost campaign success.

However, it’s not always smooth sailing. Challenges like AI integration and data quality assurance can pose hurdles. For some businesses, the initial investment may feel overwhelming. But even with these obstacles, AI drives growth and improves customer experiences across the board.

How to use artificial intelligence in marketing: 5 use cases

We’ve covered the basics of artificial intelligence marketing. Now, let’s explore how you can include it in your strategy to drive success:

Content creation

Creating uniform content isn’t always easy, but AI can help. Generative AI tools included in services like Story Generator, Copy.ai, and Writesonic help craft high-quality blog posts, social media captions, and product descriptions so brands can keep up with demand while staying on message.

Personalized outreach

Customized marketing is the driving force behind stronger customer connections, and AI makes it easier than ever. AI-driven automation platforms enable brands to deliver tailored messages based on customer preferences, browsing history, and behaviors, creating more relevant and impactful connections with every interaction.

AI even streamlines localization for global brands, so every piece of content resonates—no matter the language or region. By integrating Smartling into its CMS, a brand can use AI-powered tools to translate content into hundreds of languages while preserving the original tone, style, and message. This is vital for global businesses that want to expand their reach without losing their voice.

Ad campaign optimization 

A successful ad campaign requires more than just a good idea. Marketers must make ongoing adjustments to get the best results.

AI helps by analyzing data in real time, identifying what’s working, and automatically tweaking budgets, targeting, and placements for better performance. This allows brands to reach the right audience at the right time without wasting ad spend. 

Customer service

AI tools are a must-have for businesses seeking elevated customer interactions. Chatbots and automated help desks handle customer inquiries 24/7, so companies can offer support anytime. They leverage natural language processing to understand customers’ needs and deliver quick, helpful responses.

Global businesses can easily tailor chatbots to provide personalized assistance in numerous languages and regions. With Smartling’s integrations, they can translate customer requests and provide multilingual support, ensuring seamless service no matter where people are.

Product recommendations

AI is leveling up online shopping with personalized product recommendations tailored to each customer. It examines individual browsing history, preferences, and past purchases to suggest products that will grab their interest. This creates a more customized shopping experience and can notably boost conversion rates.

4 types of AI marketing

AI marketing isn’t one-size-fits-all. Different AI technologies serve distinct needs. Here are four types and how they work:

Predictive analytics

Predictive analytics taps into historical data to forecast future behaviors and trends. Marketers can anticipate which customers are most likely to convert, what products they’ll buy next, and when to send them personalized offers.

Natural language processing (NLP)

NLP is the vital element that helps AI understand human language. From customer support chatbots to automated content creation, NLP enhances engagement by allowing businesses to respond with contextually relevant and emotionally intelligent messages. NLP helps AI detect not only what customers are saying, but how they’re saying it (tone, intent, etc.), which allows for more personalization.

Machine learning (ML)

ML sifts through large datasets to help brands understand customer behavior and make smarter decisions. Businesses can reach their intended audience with personalized ads and content that truly connects. Plus, the technology continuously improves as it gathers new information, increasing the efficacy of marketing strategies over time.

Deep learning

Deep learning is a segment of ML that uses neural networks to analyze extensive datasets. It’s especially valuable in programmatic advertising, where AI automatically buys and places ads based on customer behavior. It’s also used in customer relationship management systems to predict sales opportunities and customer behavior.

FAQ

What companies provide AI marketing technology?

AI marketing is a collaborative space, with countless small startups and tech giants contributing to its development and use. Major players like Google, Microsoft, and IBM have made significant strides in AI marketing technologies, as well as companies specializing in AI marketing tools and platforms, such as Smartling, HubSpot, and Salesforce. 

How is AI changing the future of marketing?

AI is making marketing more personalized, efficient, and data-driven. Brands have cutting-edge tools to analyze customer behaviors and preferences, helping them create tailored experiences that improve engagement and satisfaction. 

What is the AI marketing industry worth?

The AI marketing industry is rapidly growing and is expected to continue its upward trajectory. According to a report from McKinsey & Company, AI technology could add up to $4.4 trillion annually to the global economy, with marketing and sales listed as top contributors. The continuous adoption of AI across industries is driving this growth.  

What are some examples of artificial intelligence tools? 

Examples of artificial intelligence tools include:

• Chatbots: AI-powered tools can handle customer service and support, like answering questions or processing transactions.
• Voice assistants: Tools like Siri, Alexa, and Google Assistant use NLP to listen and respond to voice commands.
• Image recognition: AI programs can analyze and identify images. Examples include photo tagging on social media platforms and facial recognition software.
• Predictive analytics: Businesses use AI to forecast trends and customer behavior by analyzing complex data patterns.
• Language translation tools: AI translation software, like Smartling, helps global brands communicate across language barriers.
• Fraud detection systems: AI detects unusual patterns in banking and e-commerce that might indicate fraud.
• Healthcare: AI assists with diagnosing conditions, analyzing medical data, and even performing surgeries.

Unlock global success with AI marketing powered by Smartling

AI is revolutionizing digital marketing, and businesses can’t afford to fall behind. AI-powered tools help them deliver personalized customer experiences, optimized ad campaigns, and stronger global engagement.

Smartling’s AI solutions integrate AI translation technology into your marketing workflows. Our AI-powered translation workflows produce human and MTPE quality translations for half the price and twice as fast. We also offer a satisfaction guarantee, so you can rest easy knowing your international content is top-notch.

As AI marketing advances, marketers must adapt by embracing new technologies and adopting a global mindset. To dive deeper into marketing localization best practices, check out our eBook, “The Ultimate Guide to Translating Your Marketing Materials,” and start building your localized marketing strategy today.