AI is growing, and digital marketing will be heavily affected by it, regardless of which stage of the marketing funnel we look at. The ultimate goal will be to automate most, if not all, digital marketing processes, going well beyond precise targeting and personalised messaging. Let’s look at three future applications of AI in digital marketing.
1. Predictive analysis
Predictive analysis makes sense of consumer data in order to make accurate predictions, by examining feelings, mood and engagement, amongst others. Predictive analytics can figure out patterns in past events to inform future ones. Imagine being able to predict what products or services users will become interested in in the future… For one, it could save you a considerable amount of money and time!
Bing, Naver, and Yandex are three of the many companies already making use of chatbots, computer programs conducting the online chats which pop up on most websites these days, normally asking whether you need help with something. Chatbots are increasingly popular and they are improving all the time. Marketers will be able to use them to provide better customer service, or to allow users to complete transactions more easily. Having said this, the implications of online chats on the protection of personal data and on emotional addiction are yet to be fully examined.
3. Virtual assistants
Virtual assistants, such as Siri or Cortana, have had a real surge in popularity in the last couple of years. They use AI to deliver detailed and personalised answers to users’ queries. It’s possible that marketers will be able to influence the answers provided by virtual assistants in the future, and to make the most of personalisation technologies in the process. Watch this space!