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How AI is Shaking up the Digital Marketing World

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Since the release of OpenAI’s ChatGPT in November 2022, many people have been considering how artificial intelligence will impact the professional world.

How does artificial intelligence work? Will digital jobs soon be replaced by chatbots? Are there benefits to using AI? How is it evolving? 

These are just a few questions that many people have about the future of AI. 

Can agencies use AI to create content, write blog posts, use social media, and plan sales campaigns almost effortlessly?

Maybe someday, but artificial intelligence programs like ChatGPT need refinements before they reach a human’s exactness. So how does AI work, and how can it be applied to the digital marketing world?

What is AI?

IBM defines artificial intelligence as “the science and engineering of making intelligent machines, especially intelligent computer programs. It is related to the similar task of using computers to understand human intelligence.” AI is revolutionizing the digital world, but it still performs best with human direction to feed it data. Correctly prompting AI software is crucial to yielding reliable and accurate results. 

Prompting AI software refers to providing the program with relevant data and up-to-date information to make predictions or decisions. AI will perform best in marketing with comprehensive data and a target audience. Algorithms can quickly produce advertisements, writing content, and images that are useful for marketers. Information such as audience preferences, behavior tendencies, and areas of need will direct the algorithm and produce the most valuable data or content. But, there’s a significant caveat: Humans need to review the information AI produces to ensure accuracy. These programs scan the internet for information; if they find wrong information, they may produce inaccurate results.

While automated machines like ChatGPT may advance the digital marketing world, they still require human assistance. Someday, combining human processing and direction with the power of AI may create successful marketing campaigns.

AI Advancements in Marketing

Artificial intelligence can do translations, write content, create images and logos, and write specified strings of code. Marketers and professionals are already utilizing these functions across various fields. Algorithms have proven effective thus far for basic brainstorming and idea development, but what will the future of AI look like? 

Photo: metamorworks via Shutterstock

Automated Customer Support and Sales Representatives

Imagine a software that your company can implement that collects millions of data points from your clients and services and permanently stores that information to automate responses to customers’ questions. At first, this algorithm will need supervision, but it may be able to answer some of your customers’ basic questions. With improvements to chatbot conversationality and available information, this software could entirely substitute member support, making service available 24/7. 

AI may also be able to support and increase sales. Think of a customer who becomes interested in your product or service on a weekend. They won’t have to wait until Monday to contact your team. Instead, your AI assistant may be able to close a sale for your company after hours!

Content Creation

What if your YouTube videos could be transcribed exactly and automatically? Or a recording of your voice is transformed into a podcast with ease. Think of software that would automatically upload them to your social media or website as an article or video with the click of a button. Content creation using artificial intelligence paves the way for endless possibilities.

Website Creation

What if you could provide AI software with things like your product or service, your target audience, the colors and images you wish to use, and the tone of voice you want to portray, and it automatically created a sales page within minutes? This would change the game for many web designers and digital content creators. Companies like Artbreeder are already beginning to do this, where images are produced based on the criteria and specifications provided.

Ad Optimization

Although AI has been improving advertising efforts for the past couple of years with targeted advertising, search engine optimization, keyword finding, and more, there is still room for this software to take digital marketing to the next level. According to an article from Forbes, the need for keywords or demographics may become obsolete; advertising software could one day know what products to advertise to which customers based on the data it collects. Some software is already beginning to do so, with targeted advertising based on search history or general interests.

Artificial intelligence has proven useful in tasks such as analysis and automation but still 

requires a fair amount of human input and guidance to be effective. As AI becomes more integrated into the workforce, certain jobs may become outdated, but experts in various fields will always be in demand. Humans bring unique skills and perspectives that AI can’t replicate yet. 

If you have any more questions about how artificial intelligence influences the world of marketing, or need tips on how to use AI alongside your business, visit our contact page or book a consultation through our website today!

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