The Impact of AI on Modern Marketing, Part IV
13 Realistic AI Outcomes Marketers Can Expect
There's a scene in The Matrix after Neo takes the red pill, making him aware of the true nature of the matrix. While training, Morpheus and Neo have one of the most memorable and quotable dialogues in the movie:
Neo: What are you trying to tell me? That I can dodge bullets?
Morpheus: No Neo. I'm trying to tell you that when you're ready, you won't have to.
As marketers, we don't need to learn the ins and outs of the algorithms and programming behind the models. We don’t need to learn to build sophisticated models or program algorithms to teach our systems in order to ride the wave of the AI future. We simply need to be realistic about the potential outcomes of AI for marketers.
Based on opinions from marketing executives, AI experts and practitioners, we've identified 13 realistic outcomes that marketers, brands and customers can expect from AI.
1. Marketers will make faster, more informed decisions.
New AI capabilities simplify complex data processes and accelerate insights for better decision-making... It can alter the shape of the marketing value chain whereby CMOs and marketing teams can leave behind time-consuming data processing functions to uncover insights faster. — Mark Kovescek, President at Velocidi
One of the most promising AI areas is in redefining how marketers work. This is done by augmenting productivity and helping them do more with less. — Joe Staples, CMO at Workfront
Many of the programmatic technology providers will claim to have an AI function within their platform, which informs decision about which advertising to buy. — Rob Weatherhead, Digital Marketing & Advertising Consultant
It's almost impossible to program a machine to do these tasks on a classical 'decision tree' style basis, but recent advances in AI, specifically machine learning, have given us the ability to make machines efficient at these tasks—frighteningly efficient. — Mark Cook, Digital Marketing Director at ApplinSkinner
AI nudges us to make smarter decisions in our influencer selection. Once the team of influencers is selected, the AI part is over. Now, it’s the influencers’ turn to get us intrigued by a good story and fine image in the most human way. — Yuval Maoz, Head of Marketing at Klear
Thanks to the use of AI solutions and research using meta-learning mechanisms to automatically select machine learning algorithms and their parameters, based on specific knowledge, marketers are able to deduce from it and automatically make strategic decisions, using heterogeneous data which originates from offline and online spheres, and analysed in real-time. — Jaroslaw Krolewski, CEO at Synerise
2. Marketers will spend smarter.
Tomorrow, there will be no need to waste 50% of an advertisement budget, because we will know who is interested in our messaging and we will pay them to listen. — Mark Mueller-Eberstein, CEO & Founder at Adgetec
Think about all the repetitive tasks you perform daily. Then research and find a bot that'll do it for you, freeing your time for more personalized efforts. — Ksenia Newton, Digital Marketing Manager at CrossCap
3. Marketers will be able to dedicate their efforts and focus towards what’s important.
I foresee that AI will eventually take [over] some of the most operational and repetitive tasks...only the tasks and functions that require experience, more profound/emotional decisions, as well as instincts, are the ones that shall not be taken over by robots in the near future. — Carlos Rodrigo Paravella Montagner, IT Executive & Partner at Merial Animal Health
Marketers of tomorrow will have the opportunity to add a lot more relevance to products and services they sell. It will significantly affect the chain of value creation as customers get more relevant information when they need it and where it has the maximum impact. — Ian Khan, Technology Futurist at IanKhan.com
Marketers must focus on delivering great physical experiences. Human reviews of services will be among the most heavily weighted data points that a personal bot finds -- and a high incidence of reported bed bugs could, in this binary world, kill a hotel business.
Marketers must view the future of AI as an opportunity, rather than a threat, and adapt our practices to offer our customers the best. — Adam Fingerman, Chief Experience Officer & Co-Founder at ArcTouch
4. Marketers will look to AI, and its findings, to inform their strategies.
Big data analytics help marketers distill customer interaction data to get a better understanding of what combinations of customer, content, context and placement have potential and what combinations frustrate users. — Serge Vartanov, Chief Marketing Officer at AutoGravity
AI, specifically machine learning platforms, will form the basis of strategic marketing technology going forward, dominating tooling and consequently budget. — Sid Chaudhary, Founder at Intempt Technologies
Using artificial intelligence, CMOs can identify patterns and better understand who is converting, why, and how to optimize each interaction based on this insight. — Claudine Bianchi, CMO at ClickSoftware
I see machine learning helping managers of these channels make more-informed decisions, the way traffic-sensing map apps help a driver take a smarter route. — Joe Chernov, Vice President of Marketing at InsightSquared
AI has proven quite capable of parsing a large volume of information quickly and identifying promising opportunities for future marketing campaigns. — Jordan Brannon, President at Coalition Technologies
Artificial intelligence is going to continue to make marketing campaigns more targeted and efficient, and empower marketers with powerful predictive insights. — Jay Speidell, Sales & Marketing Coordinator at Momentum
5. Marketers will get answers to questions about their customers they didn’t know to ask.
AI is the natural next step for marketers in terms of predicting what customers want next, sometimes even before customers recognize what they want. — Lauren Mead, Chief Marketing Officer at TimeTrade
We will need to include many of the current technologies in AI with new ones, including natural language processing (NLP), computer vision, sentiment analysis and machine learning to both understand and predict [customer] behavior (adding right brain into the learning). — Janet Muto, President and Co-Founder at WEVO
So, instead of doing the thinking for marketers, AI will help them use actionable intelligence to make better, faster decisions. In fact, people and machines are already mutually learning from the patterns in the data, and processing them together is a way for both to improve.
When AI tools are in the hands of knowledge workers, they can provide greater value to those who need to understand vast amounts of data. — Mark Kovscek, President at Velocidi
6. Marketers will become more valuable.
AI will continue to give marketers a significant edge in this arena. They should leverage these technologies to make the leap beyond targeting right person, right time, right place and start thinking about the right message. — Assaf Baciu, SVP of Product & Co-Founder at Persado
With the rise of big data, AI and conversational interfaces (chatbots), marketers can now inject a healthy dose of science into their craft to tell stories that are much more insightful and personalized. — Etienne Mérineau, Co-Founder at Heyday.ai
As these tools are there to serve the marketing team, marketing will drive the client agenda. Today, marketing is often a service arm of sales and customer service teams but as you can see, the power of the AI tools will shift the authority and agenda-setting to the marketing team as AI significantly increases the measurable value of marketing. — Steve de Mamiel, Director at Hostopia
We may see the marketing skills gap start to widen as traditional marketers find it difficult to navigate in a more automated, data-driven environment. There will always be need for a great copywriters, illustrators, designers, etc. But their value increases exponentially when they are able to plug their work into an AI framework to help them determine what's working, and what's not.– Megan Lueders, Vice President of Marketing at Zenoss
Theoretically, this could create a more even playing field for SEM/SEO firms to use a counter AI to monitor and Google's results, and better predict how to enhance their company's/client's marketing.
Think of it this way, Google has always held 100% of the deck, but the more they turn over to AI, the less of the deck they ultimately hold, (or at least, completely understand) which may make it easier for marketers to monitor what's driving search results. – Jake Rheude, Director of Marketing at Red Stag Fulfillment
Among my activities, I mentor startups at MIT. Several years ago many start-ups described themselves as "Uber for X" -- X being the industry that they were focused on. Now it is very common to hear a start-up describe itself as "AI for X".
AI will be commonly used by sophisticated marketing operations. The challenge, though, will be the need for large data sets for it to work on. Enterprises have those. Most SMBs—the vast majority of businesses—do not. – Louis Gudema, President at revenue + associates
7. Marketers will develop a culture of experimentation.
The next phase, the really powerful one, will be to turn those insights into action. In other words, not just knowing how to optimize content but having AI create it for you. — Michael Litt, Co-Founder & CEO at Vidyard
That real-time learning and feedback is an incredible advantage when addressing fickle, distracted buyers and test-driving new tactics. — Claudine Bianchi, CMO at ClickSoftware
A/B testing tools like Adobe Target and Optimizely, which provide marketer-friendly WYSIWYG editors to publish different content for different segments, are being repurposed as always-on personalization engines. While this may not be the best technology for personalization, it’s the most accessible, which means it’s the most likely to get used. — Jake Bennett, CTO at POP
To re-process all the successful copywriting, headlines, slogans etc in history, split test and tweak will be like child's play for AI fairly soon. — Jason Lavis, Marketing Director at Out of the Box Innovations Ltd.
8. Brands will have deeper engagements and more quality interactions with their customers.
Brand awareness will become less about broadcasting information to anyone who will listen, and more about engaging with relevant consumers to show how a brand can provide something they’re already looking for. — Jason Flaks, Senior Director of Product & Engineering, Speech Analytics at Marchex
Core artificial intelligence platforms will rapidly replace traditional rules-based systems as the standard for orchestrating every brand/customer interaction. — Glenn Pingul, VP of Scientific Marketing Strategies at Amplero
The advantage of AI algorithms is that they can incorporate far more data than any one person can internalize, then analyze the myriad of ways customers interact with the brand to uncover the intent of customer behavior. — Dean Abbott, Chief Data Scientist at SmarterHQ
Chatbots are traditionally used for customer service, but with more advanced applications in the works, I would like — and expect — to see them be utilized to serve enticing content to website visitors based on their interaction with the website. — Alexandra Bohigian, Marketing Coordinator at Enola Labs
9. Brands will anticipate customer needs - faster and more accurately.
If AI can automate and optimize the process of identifying potential customers, predicting their wants/needs, responding to queries, customizing marketing collateral and increasing its effectiveness, that's incredibly powerful for marketers. — Sandra Fathi, Founder & CEO at Affect
In the future, AI will move us to a highly personalized web and app universe where the customer’s needs and wants will be anticipated *before* the customer becomes aware of the need or want. — Karl Mattson, Senior Vice President of Growth at Fillr
As such, AI will enable brands to become much more customer-centric. Brands will no longer simply have a style guide, a logo, and a slogan, they'll have an adaptive human personality and a brain. As a result, AI has the potential to make brands much more human. — Etienne Mérineau, Co-Founder at Heyday.ai
Complicated algorithms will drill down on each individual customer profile, potentially looking at hundreds of variables like purchase history, frequency of engagement, things the customer has affirmatively said or written to a brand with sentiment and language analysis done on these communications. — Dana Gibber, COO at Headliner Labs
10. Brands will see their bottom line improve through operational efficiency and customer journey optimizations.
As marketers are increasing their technology spend beyond the IT department, we now have an opportunity to help lead our businesses as we seek to get a firmer grasp on the customer journey and their respective experience. — Leah Pope, Chief Marketing Officer at Datorama, Inc.
When marketers can get answers to questions like these with AI powered solutions, they will be freed up from the shackles of ineffective software and the tedium of running campaigns. Campaigns, segments, email cadences etc. will be dead and replaced by automated goal optimization systems that are truly individualized and drive helpful conversations with consumers. — Mihir Nanavati, SVP Product & Marketing at Kahuna
Where current journey builders map the journey and expect customers to follow the map, future customer journey tools will be emergent. They will watch the mobile moments. They will see app engagement, email opens, clicks, attention, requests for information, invitations to offers, store visits, event attendance, add to shopping carts, purchases, and social interactions. They will respond when prospects and customers raise their hands. They will measure what happens, when, and where.. — John Koetsier, Trend Watcher and Mobile Economist at TUNE
11. Customers will have deeper engagements and more quality interactions with brands.
AI will educate yet charm and delight, adding value to the user's experience and aiding in the acquisition of a happy customer for the business. — Samaneh Pourjalali, VP & Head of Product at Starbutter AI
These AI-driven models will lead to more relevant communication with customers in marketing campaigns, responses to requests for information, or even (seemingly) meaningless chatbot banter. — Dean Abbott, Chief Data Scientist at SmarterHQ
Machine learning will help AI engagement appear more human, and even allow chatbot systems to converse and even negotiate with human users. — Mahi de Silva, CEO at Botworx.ai
Customers will demand a fully natural form of interaction with technology, so they won’t google needed information anymore, but ask bots about them. — Dariusz Zabrzenski, Head of Research and Development at LiveChat
The marketing world will become a 360 degree immersive online experience that is dynamic and hyper-personalized to each customer. — Kar Villard, Manager at Neuroplanner
12. Customers will receive faster, improved customer care.
I always recommend that marketers start with solutions that can provide immediate improvements to the customer experience because, at the end of the day, it’s still all about them. — Brie Pinnow, CEO at Blinc Digital Group
AI can assist in the automation of mundane tasks, like setting appointments and troubleshooting problems, to empowering customers to serve themselves without the constant aid of a live agent or customer service representative. — Merijn te Booij, Chief Marketing Officer at Genesys
This shift means marketing will continue to become more "consumer-focused," based on giving the customer value and not on hyping the product or service. — Suraj Kandukuri, Marketing Lead at Preferred Surgicenter
Thanks to market research, social media, public databases, and so on, we have more information about audiences than ever. The tendency is to think that the always-on future of screens is an opportunity to fill the public's visual field with ever-present marketing messages. AI lets us avoid that misstep by using these massive datasets to anticipate who will respond and when by building models of interest and response and being helpful rather than intrusive. — Eddie Offermann, Creative Technology Director at Mirada Studio
13. Customers will have richer, personalized experiences throughout their customer journey.
Overall, marketing will be much more personalised to individual consumers. — Laura Hall, Marketing Executive at Shiply
Machine learning works inside specific parameters and can teach us things like when the best time to call is, what a good email subject line is, or when the best time to send a newsletter might be . — Kristoffer Nelson, COO at SRAX
You will be able to create on-the-fly bundles of products for customers that make the most sense for them as well as following up with them in a time frame that they are known to respond to. — Dustin Montgomery, Digital Marketing Specialist at Shippers Supplies
Some companies are trying AI-based content creation engines, and chatbots are impacting marketing and customer support. — Vishal Srivastava, Director at Trainedge Consulting
Another major impact of AI on marketing will be in terms of data and analytics. The main differentiators between brands’ marketing campaigns will be how sharper their algorithms are, which are based on machine-learning that will be fed with real-time customer data. The algorithm-powered campaigns will allow brands to form customized relationships with consumers based on what stage they are at in the conversion funnel. — Jitesh Keswani, CEO at e-Intelligence
The future of AI for marketers is personalization at scale. Marketers are already using AI to automate engagements with customers in a personal and conversational way, but we have only scratched the surface. — Kemal Moujahid, Product Lead at Facebook Messenger
With our minds now open to the true nature of the promise AI offers marketers, we are steps away from achieving the holy grail of delivering the right message at the right time to the right audience, effectively.
As a marketer, will you be able to assimilate the skills required to master machine learning, natural language processing, deep learning and neural networks that goes along with AI?
No Neo. I'm trying to tell you that when you're ready, you won't have to.
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Also in this series:
A special thanks to our contributors:
Dean Abbott, Chief Data Scientist at SmarterHQ | Assaf Baciu, SVP of Product and Co-Founder at Persado | Jake Bennett, CTO at POP | Claudine Bianchi, CMO at ClickSoftware | Alexandra Bohigian, Marketing Coordinator at Enola Labs | Jordan Brannon, President at Coalition Technologies | Sanjay Castelino, VP of Marketing at Spiceworks | Chaitanya Chandrasekar, Co-founder and CEO at QuanticMind | Sid Chaudhary, Founder at Intempt Technologies | Derek Cheng, Director of Content Marketing at Tipalti | Jonathan Cherki, CEO at ContentSquare | Joe Chernov, Vice President of Marketing at InsightSquared | Mark Cook, Digital Marketing Director at ApplinSkinner | Ran Craycraft, Managing Partner at Wildebeest | Ned Cullen, North America Analytics discipline leader at IBM | Mahi de Silva, CEO at Botworx.ai | Sandra Fathi, Founder and CEO at Affect | Adam Fingerman , Chief Experience Officer and Co-Founder at ArcTouch | Jason Flaks, Senior Director of Product and Engineering, Speech Analytics at Marchex | Dana Gibber, COO at Headliner Labs | Michael Green, Chief Analytics Officer at Blackwood Seven | Louis Gudema, President at revenue + associates | Laura Hall, Marketing Executive at Shiply | Erik Harbison, CMO at AWeber | Lindsey Havens, Senior Marketing Manager at PhishLabs | Michelle Huff, CMO at Act-On Software | Suraj Kandukuri, Marketing Lead at Preferred Surgicenter | Stephane Kasriel, CEO at Upwork | Jitesh Keswani, CEO at e-intelligence | Nabeel Khalid, Marketing Manager at Crozdesk | Ian Khan, Technology Futurist at IanKhan.com | John Koetsier, trend watcher and Mobile Economist at TUNE | Mark Kovscek, President at Velocidi | Jaroslaw Krolewski, CEO at Synerise | Jason Lavis, Marketing Director at Out of the Box Innovations Ltd. | Megan Lueders, VP of Marketing at Zenoss | Michael Litt, Co-founder & CEO of Vidyard | Steve de Mamiel , Director at Hostopia| Yuval Maoz, Head of Marketing at Klear | Karl Mattson , Senior Vice President of Growth at Fillr | Lauren Mead, CMO at TimeTrade | Etienne Mérineau, Co-Founder at Heyday.ai | Dustin Montgomery, Digital Marketing Specialist at Shippers Supplies | Kemal Moujahid, Product Lead at Facebook Messenger | Mark Mueller-Eberstein , CEO & Founder at Adgetec | Janet Muto, President and Co-Founder at WEVO | Mihir Nanavati, SVP Product & Marketing at Kahuna | Kristoffer Nelson, COO at SRAX | Ksenia Newton, Digital Marketing Manager at CrossCap | Eddie Offermann, Creative Technology Director at Mirada Studio | Carlos Rodrigo Paravella Montagner, IT Executive and Partner at Merial Animal Health | Glenn Pingul, VP of Scientific Marketing Strategies at Amplero | Brie Pinnow, CEO at Blinc Digital Group | Leah Pope, Chief Marketing Officer at Datorama, Inc. | Samaneh Pourjalali, VP, Head of Product at starbutter AI | Jake Rheude, Director of Marketing at Red Stag Fulfillment | Rob Ristagno, CEO at The Sterling Woods Group | Samuel Scott, Global Marketing Speaker and Columnist at the Drum | Nancy A Shenker, Founder at theONswitch marketing | Jay Speidell, Sales and Marketing Coordinator at Momentum | Vishal Srivastava, Director at Trainedge Consulting | Joe Staples, CMO at Workfront | Merijn te Booij, Chief Marketing Officer at Genesys | Brianna Valleskey, Marketing consultant and founder at Brave Ink | Serge Vartanov, Chief Marketing Officer at AutoGravity | Kar Villard, Manager at Neuroplanner | Rob Weatherhead, Digital Marketing and Advertising Consultant | Dariusz Zabrzenski, Head of Research and Development at LiveChat