The Best Use Cases for Incorporating Artificial Intelligence in Your Marketing Efforts

Artificial intelligence is rapidly transforming the marketing landscape, enabling brands to automate tasks, gain valuable insights, personalize content, and engage with customers in powerful new ways. By leveraging AI technologies, marketers can work smarter, faster, and more efficiently to drive better results.

In this post, we'll explore some of the most impactful use cases for AI in marketing and highlight the top platforms to consider for each application. Whether you're looking to optimize your ad targeting, supercharge your content creation, or deliver highly personalized customer experiences, an AI solution can help.

Programmatic Advertising

One of the most significant opportunities for AI in marketing is programmatic advertising - the automated buying, placement, and optimization of ads using real-time bidding. With programmatic, ads are automatically served to the right person, in the right place, at the right time based on data about their demographics, interests, behaviors, and more powers programmatic by analyzing massive amounts of data to determine which ad impressions are most likely to convert, how much to bid on them, and when and where to serve the ads for maximum impact. As the campaigns run, machine learning algorithms continuously test different creative, copy, and targeting combinations to optimize performance over time.

Top AI Platforms for Programmatic Advertising:

• Google Marketing Platform - Includes Display & Video 360 for programmatic campaign management

• Adobe Advertising Cloud - AI-powered cross-channel programmatic platform

• The Trade Desk - Omnichannel DSP with AI optimization and forecasting

• Simpli.fi - Programmatic platform specializing in localized campaigns

• MediaMath - Pioneering programmatic platform with proprietary AI bidding and optimization

Dynamic Creative Optimization

Another powerful application of AI for advertising is dynamic creative optimization (DCO). With DCO, the elements of an ad creative - images, copy, CTA, etc. - are automatically mixed and matched to generate hundreds or even thousands of variants. Advanced machine learning then tests all the different versions to determine which combinations perform best for each audience segment, placement, and customer journey stage.

Over time, the AI learns to predict which creative elements will drive the highest engagement and conversions. Manually performing this type of multivariate testing and optimization would be time-consuming. However, AI-powered DCO can be automated and scaled quickly, leading to dramatically better ad performance and ROAS.

Top AI Platforms for Dynamic Creative Optimization:

• Persado - Uses AI to generate and optimize ad language that resonates emotionally

• Clinch - Video-centric DCO platform with real-time creative rendering

• Adacado - Intuitive, creative management platform with predictive DCO capabilities

• Thunder - Creative management platform with semantic asset tagging for intelligent DCO

• Jivox - AI-driven DCO and dynamic experience optimization across channels

Conversational Marketing

Conversational marketing leverages AI-powered chatbots and virtual assistants to engage customers in personalized, one-on-one dialogues at scale. Rather than forcing people to navigate a website to find information, conversational AI allows them to ask questions and get instant answers.

Chatbots can be deployed on a brand's website, app, or social media channels to provide 24/7 customer service, answer FAQs, help with product selection, and even make sales. More sophisticated agent-assist platforms can also use natural language processing to understand a customer's intent and send more complex inquiries to human agents.

By automating frontline support with AI, brands can significantly reduce costs while providing fast, helpful service. AI chatbots also learn from every interaction, getting progressively smarter over time. Many can even mimic a brand's unique voice and personality.

Top AI Platforms for Conversational Marketing:

• MobileMonkey - All-in-one chatbot platform for marketing, sales, and support

• ManyChat - Chatbot builder for Facebook Messenger, Instagram, and SMS

• Drift - AI-powered revenue acceleration platform with advanced chatbot capabilities

• Intercom - Customer messaging suite with AI-enabled bots for sales, marketing and support

• Bold360 - Conversational AI platform for building chatbots, virtual agents, and human agent-assist

Hyper-Personalization

Personalization has become a staple of modern marketing. But AI takes it to a whole new level, enabling true 1:1 personalization at scale. By continuously collecting and analyzing data on individual customers, AI can predict their unique needs, preferences, and behaviors with a high degree of accuracy.

These insights can then be used to tailor every touchpoint and micro-moment of the customer journey. From website content and product recommendations to email campaigns and mobile app experiences, AI allows dynamically serving up the most relevant marketing for each individual.

Personalization engines and recommendation systems powered by machine learning can even adapt to behavior changes in real time. So, if a customer's needs or interests suddenly shift, the messaging and experiences will automatically adjust.

Top AI Platforms for Hyper-Personalization:

• Salesforce Einstein - AI toolset for marketing, sales, and service with powerful personalization capabilities

• Adobe Target - Personalization solution that uses AI and automation to optimize experiences at scale

• Dynamic Yield - Unified personalization platform with advanced segmentation and predictive targeting

• Evergage - Real-time personalization platform with machine learning for authentic 1:1 experiences

• Monetate - Personalization solution that uses AI to adapt experiences across touchpoints

Predictive Analytics

Perhaps the most valuable application of AI in marketing is predictive analytics. Predictive models powered by machine learning can forecast future outcomes, such as which customers are most likely to convert, churn, or purchase a specific product. Armed with these insights, marketers can be proactive rather than reactive.

Brands might use predictive scoring, for example, to identify and engage at-risk customers before they defect to a competitor. Or to promote relevant cross-sell opportunities to customers who exhibit certain behaviors.

Predictive analytics helps marketers plan more effectively by building more accurate forecasting models. Techniques like time-series analysis, neural networks, and deep learning make predicting demand down to the individual customer and product level possible.

Top AI Platforms for Predictive Analytics:

• SAS - Powerful predictive analytics solution with embedded AI and machine learning

• H2O.ai - Open source machine learning platform for predictive modeling and forecasting

• RapidMiner - Data science platform with drag-and-drop predictive analytics capabilities

• DataRobot - Enterprise AI platform that automates and accelerates predictive modeling

• TIBCO - Comprehensive predictive analytics suite with visual workflows and built-in algorithms

Content Generation

Creating enough high-quality content to fuel digital marketing programs is a major challenge for many brands. But AI is helping to bridge the gap with tools that can automatically generate everything from social media posts and email subject lines to blog articles and ad copy. Natural language generation (NLG) platforms use deep learning to understand the structure and patterns of language. They can then produce original content that reads like a human wrote it in a matter of seconds.

AI writing assistants are not meant to replace human content creators altogether. But they can dramatically speed up production and help generate ideas when writer's block strikes. And as the algorithms advance, it's becoming harder and harder to tell the difference between human-authored and machine-generated copy.

Top AI Platforms for Content Generation:

• Persado - Uses AI to generate high-converting marketing language at scale

• Phrasee - AI-powered copywriting for email subject lines, push notifications, and social media

• Narrative Science - Turns data into natural language stories, reports, and articles

• Articoolo - Content creation tool that generates unique textual content from scratch

• Automated Insights - Natural language generation platform for data-driven content

Image and Video Creation

Marketers need constant fresh visual content to capture attention across channels. However, creating enough images and videos to keep up with demand is both time and resource-intensive. Here again, AI is coming to the rescue with generative tools that can produce original visuals on demand.

Platforms like Rosebud AI and Synthesia use generative adversarial networks (GANs) to create photorealistic images and videos. Users describe what they want to see or provide a few visual examples, and the AI will generate unique variations in seconds.

Image upscaling tools like Let's Enhance use machine learning to automatically improve photos' resolution and quality. AI-powered video editors like Magisto can take raw footage and automatically edit it into polished clips complete with music, filters, and transitions.

Top AI Platforms for Visual Content Creation:

• Rosebud AI - AI image and video synthesis platform for generating photorealistic visuals

• Synthesia - AI video creation platform that turns text into presenters, product demos, and more

• Let's Enhance - AI tool for upscaling image resolution and enhancing visual quality

• Magisto - Intelligent video editor that automatically assembles clips into dynamic videos

• Deepdream Generator - AI art and image generation tool for creating original visuals

Voice and Audio Marketing

With the rise of smart speakers and voice assistants, audio has become an increasingly important channel for marketers. Once again, AI is powering new tools and capabilities to engage audiences through sound.

Text-to-speech platforms like Amazon Polly and Google Cloud Text-to-Speech use deep learning algorithms to convert written text into natural-sounding speech. This makes creating audio versions of blog posts, product descriptions, and other text-based content easy.

Generative AI is also used to create synthetic voices that sound like real human speakers. In addition to text-to-speech, these platforms can clone a specific person's voice, enabling marketers to scale audio content without recording every clip individually.

Top AI Platforms for Voice and Audio Marketing:

• Amazon Polly - AI service that turns text into lifelike speech across a variety of languages

• Google Cloud Text-to-Speech - Convert text into natural-sounding speech using AI

• Descript - AI-powered audio and video editor that makes editing as easy as editing text

• Resemble AI - AI voice generator that can clone any voice and create dynamic audio content

• Murf - AI voice generator for creating natural-sounding voiceovers for videos and presentations

Customer Journey Mapping

AI can analyze customer interactions across various touchpoints to create detailed customer journey maps, helping marketers understand and improve the customer experience. For example, a SaaS company uses HubSpot to track customer interactions, allowing them to identify pain points in the customer journey and implement targeted improvements.

Top AI Platforms for Customer Journey Mapping

• HubSpot: Offers tools for mapping customer journeys and analyzing interactions across channels.

• Pendo: This platform helps businesses understand user behavior and optimize the customer journey.

Email Marketing Optimization

AI can optimize email marketing campaigns by analyzing data to determine the best times to send emails, segment audiences, and personalize content. A nonprofit organization can leverage Seventh Sense to analyze when its subscribers are most likely to open emails, resulting in higher open rates and engagement.

Top AI Platforms for Email Marketing Optimization

• Seventh Sense: This AI platform optimizes email delivery times based on individual recipient behavior.

• Mailchimp: Known for its email marketing capabilities, Mailchimp uses AI to suggest optimal send times and content personalization.

Social Media Marketing Automation

AI tools can automate social media posting, analyze engagement metrics, and generate content tailored to audience preferences. A fashion brand uses Hootsuite to automate its social media posts, allowing it to maintain a consistent online presence while analyzing engagement data to refine its strategy

Top AI Platforms for Social Media Marketing

• Hootsuite: This social media management platform uses AI to suggest optimal posting times and analyze engagement.

• Buffer: Buffer’s AI features help schedule posts and analyze performance across various social media channels.

Sentiment Analysis for Brand Monitoring

AI can analyze social media and online reviews to gauge public sentiment about a brand, helping marketers respond proactively to customer feedback. A consumer goods company uses Brandwatch to monitor social media sentiment, allowing them to address negative feedback promptly and improve their brand image.

Top AI Platforms for Brand Monitoring

• Brandwatch: This platform uses AI to analyze social media conversations and provide insights into brand sentiment.

• Sprout Social: Offers sentiment analysis tools to help brands understand how they are perceived online.

Conclusion

Incorporating AI into marketing strategies offers numerous benefits, from enhanced personalization to improved customer service and data-driven decision-making. By leveraging the right platforms for each use case, businesses can optimize their marketing efforts, engage customers more effectively, and drive growth.

As AI technology continues to evolve, the potential applications in marketing will only expand, making it essential for marketers to stay ahead of the curve. Embracing these innovations will enhance marketing strategies and create more meaningful connections with customers.