Despite its intimidating reputation, artificial intelligence (AI) is an approachable concept. It is a part of our everyday lives; we use it for personalization and convenience. YouTube uses AI to suggest videos, Gmail to finish sentences, Amazon to predict purchases, and LinkedIn to curate homepages and recommend connections. Marketing, too, can flourish with AI.
In this week’s video, Paul Roetzer, founder and CEO of Marketing AI Institute, discusses AI marketing. He finds that the most significant barrier to adopting AI is a lack of education and training. However, marketers must resolve this issue and expand their knowledge of AI as it is the future of marketing. The next generation of marketers can use this technology to adapt audience targeting, allocate and adjust budgets, automate the generation of multiple ad layouts, develop advertising copy, and gain insight into ad performance. AI spans various topic areas, including language and vision, with innovations such as speech-to-text, voice recognition, emotion detection, and video recognition.
Marketers should not be focusing on how advanced their AI systems are. Instead, they must concentrate on improving efficiency and performance through intelligent automation of processes and tasks. Currently, marketing relies primarily on human inputs, with half or less than half their processes including AI elements. With more significant investments of time and effort, we could see marketing systems operating without human inputs or oversight in select conditions.