Jason Flaks is a featured contributor to The Impact of AI on Modern Marketing: 50 Categories Ranked, 70 Experts Sound Off report.
Here's the complete contribution:
As artificial intelligence (AI) technology continues to mature, it will enable a hyper-personalized marketing experience that is not only more effective for marketers, but more relevant and engaging for us as consumers.
Drawing data from social media, web cookies, demographics and more, AI systems will ‘know’ exactly what content individuals will be interested in, and beyond that, how the information should be presented in order to truly resonate.
We see these kinds of targeted ads already, through native ads on social media, for example, that relate to products, brands and activities that we’ve recently engaged with.
But this experience is only going to improve by showing us content that matches our recent searches and interests, and potentially exposing us to things that we want and need, before we even realize the desire ourselves.
It may seem a bit creepy right now, but AI is going to signal a transformation in the industry, which mitigates irrelevant, disruptive marketing and ad experiences for consumers. It’s actually quite exciting!
AI will cause a shift in both the consumer experience with brands’ marketing promotions and the way that companies target prospects and generate leads as well.
Armed with the data that AI can provide, marketers will cast a significantly smaller net for lead gen, because they’ll undoubtedly know where to find their target audience.
As a result, 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.
With much to gain for consumers and brands alike, AI will ultimately strengthen the bonds of brand loyalty, by cultivating a personalized marketing experience that has previously been unimaginable for companies to achieve at scale.
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