Did you know that AI tools could predict the success of your next marketing campaign before it’s launched?
Today’s world of emerging technologies offers new and unique ways to engage with marketing and communications, including features for automation, design, ad optimization, and more. Cloud-based customer relationship management (CRM) software like Salesforce unites operations across the board to enhance sales, service, marketing, and IT services to customers, while platforms like Adobe FireFly offer unlimited creative options that bring visions to life.
Research suggests that although artificial intelligence (AI) has existed for decades, it is within recent years that the field has taken off and is growing exponentially throughout various industries. According to a Grand View Research report, the market size of global AI in marketing was valued at USD 12.64 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 26.6% by 2030.
The emergence of AI in marketing can be attributed to increasing computing power, lower computing costs, availability of big data, and the advance of machine learning algorithms and models, according to Huang and Rust.
In many instances, marketing professionals are leaning on the power of AI to carry out routine processes more efficiently, saving human capital for other tasks that require more creative strategizing and problem-solving. This process is all part of technological evolution, concurrent with the shift from traditional to modern technologies in the digital age.
The History of AI
British mathematician Alan Turing posed the question in his 1950 publication Computing Machinery and Intelligence, “Can machines think?” which details early-on findings of the ability to cognitively compute. The article is based on an imitation game, modernly known as the Turing Test, and it determines the presence of human intelligence processes.
It wasn’t until the mid-1950’s that AI began to be widely recognized, which happened as a result of the 1956 Dartmouth Summer Research initiative. During this project, Dartmouth professor John McCarthy organized a study among a group of scientists to determine the capabilities of computers as thinking machines, which marks the beginning of AI as a research field.
Artificial intelligence was increasingly studied and by the mid-1960s was heavily funded by the Department of Defense, which also warranted the development of AI laboratories for further research and testing across the world, according to Science and Technology. From there, AI took off and is now a thriving industry, present in many of today’s innovations.
AI Marketing Tools
“AI is changing the way brands and users interact with one another,” according to Haleem and colleagues. “Marketers can now focus more on the customer and meet their needs in real time—by using AI, they can quickly determine what content to target customers and which channel to employ at what moment, thanks to the data collected and generated by its algorithms.”
There are many forms of AI tools that can be used for digital marketing, varying in capabilities that are dependent on users’ needs. AI-powered search engine optimization (SEO) platforms help organizations attract attention from desired audiences, while AI automation tools can assist with distribution of email campaigns, targeted advertisements, and more, with analytic features that monitor and report results.
AI should be seen as a tool to enhance human productivity, not replace staff. The future is expected to bring more streamlined processes that gain trust among those who are skeptical, however, it’s important that organizations remain committed to the professional development of employees, ensuring a skilled workforce that can adapt to changes and continue contributing meaningfully, reducing disruptions and job displacements.
Utilizing AI is essential for marketers to keep up in a fast-paced industry, helping them to stay ahead of shifts that will influence work products and services. The changing landscape will continue to evolve alongside technological advances, and it places professionals in an essential role to get on board. Those who are skeptical are encouraged to change their perspective, as they could be surprised by the benefits AI has to offer.
To learn more about incorporating AI into your marketing strategy, follow our upcoming AI series on Blackberg Insights.
