It’s become increasingly clear how powerful automation is in creating truly impactful brand experiences. Artificial intelligence (AI) and machine learning (ML) are revolutionising the digital marketing process and go beyond chatbots or personalised website recommendations. Up to 67% of marketing leaders use automation platforms in one way or another, and spending is set to reach $25 billion this year, highlighting the importance of AI in marketing.
Steve Ohanians, the CEO of a Silicon Valley B2B digital agency, Clear Digital, believes AI and ML can be used to enhance creativity in the ideation phase, freeing up creative roles to spend more time on innovation. AI and ML can also be used to alleviate the burden of repetitive tasks, like writing code, testing and deploying for digital systems. The challenge, however, is that many AI and ML models require a certain degree of human input and editing to be effective.
AI and ML should be used in tandem with human context to create meaningful digital brand experiences. Marketers should use AI and ML to improve customer service, optimise website design and stay ahead of the competition. Companies need to implement checks and balances and have experts assess the results.
Automation is accessible today, so marketers should take advantage of its numerous benefits. AI and ML present countless opportunities for brands to improve marketing outcomes with more creative, innovative brand experiences. Ultimately, a great team is the key to implementing AI and ML effectively.
Originally reported by Martech: https://martech.org/automation-and-ai-the-power-to-build-true-digital-experiences/
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