How To Leverage AI In Your Marketing Strategies (With Examples)

Imagine you’re a marketing manager and have just launched a new email marketing campaign. You’ve spent hours designing the template and crafting the email copy, and you feel pretty good about the whole thing. With AI marketing automation, you could have created a personalized email that spoke directly to the recipient’s interests, pre-determined by the data you collected. Automating this process would have saved you time and likely resulted in a far better campaign. This article will explore how to leverage AI in your marketing strategy, such as email, to help you improve efficiency and create more targeted, personalized campaigns that your audience will care about.

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How to Leverage AI in Your Marketing Strategies

Although artificial intelligence is far from omnipotent and has limitations, it is hard to find an industry where it does not bring tangible benefits. We will discuss the most popular scenarios of AI applications in marketing automation.

1. Communication with customers

Today, almost all big companies use chatbots, regardless of their activity area, product type, or communication policy. A modern chatbot is not just a window with ready-made questions and template answers.

It is a program capable of simulating the speech of a living person. It learns from a specific database, independently searching for information using certain keywords and forming simple, understandable sentences.

AI in Technical Support

The primary function of chatbots is to reduce the workload on technical support services, which have had little or no serious automation tools until now.

Artificial intelligence can answer simple questions about the availability of goods and their characteristics, delivery terms and payment methods, warranty returns, and complaints. 

Chatbots for Customer Retention

Another scenario for using a chatbot is to connect while waiting for a response from a specialist. If users communicate with the program, they are likelier to stay online and continue cooperating with the company.

Tidio statistics show that 62% of respondents would rather use a chatbot than wait for an operator. Therefore, artificial intelligence is a powerful tool for customer retention and loyalty building. 

Examples of services:

• Claude 2
• ChatSpot
• Personal AI

2. Personalization

The use of AI in marketing is the most widespread and practical. Artificial intelligence can analyze thousands of variables within seconds and seek non-obvious connections. 

Therefore, it can create a complete portrait of a customer with only information about their behavior on the website. This makes it possible to predict their subsequent actions and determine the most effective marketing tools.

AI-Driven Personalized Shopping

While a user explores the site's main page, artificial intelligence will rebuild product cards for them. For example, suppose the site visitor was previously interested in furniture for a minimalist loft.

In that case, artificial intelligence will show them relevant recommendations and special offers to increase the likelihood of a purchase.

AI for Audience Segmentation

AI can also build narrow audience segments, that is, groups of people with similar characteristics, behaviors, and interests.

This allows you to personalize your campaigns on different communication channels as much as possible and choose the right triggers and messages that resonate with a specific segment.

Examples of services:

• Klevu
• Dynamic Yield
• Klaviyo

3. Content generation

This is another popular area of AI use. Everyone knows about ChatGPT, DALL-E, and Midjourney, neural networks that can create texts, images, and believable photo imitations. ChatGPT currently has over 180 million users and is used by 92% of Fortune 500 companies. SORA, a public model for generating short videos, will soon join them.

It's too early to refuse the services of photographers, artists, designers, and videographers altogether, but artificial intelligence allows businesses to save money on their services right now.

AI for Customized Website Experiences

Even today, thanks to the affordable subscription prices of the relevant services, you can fill your website with high-quality, optimized text, create graphic elements, and attract visitors' attention with vivid product demonstrations at minimal cost.

If you don't limit yourself to basic versions of apps but immediately use their APIs, the website will be rebuilt for each user, adapting to their needs and expectations.

Efficiency with Limitations

Has the future already arrived? Not quite yet. As we have repeatedly said, neural networks have limitations. Their results require careful review, editing, and corrections. Artificial intelligence can reduce working time by 30-60%.

Examples of services:

• Notion AI
• Jasper AI
• Nightcafe Studio

4. Decision-making

AI can play a key role in marketing strategy by performing some managerial functions. It can choose the best time to launch marketing campaigns, determine the ideal discount rate, or target the most promising segment of the target audience.

Predictive analytics can achieve all these. Top AI models can predict market events and consumer behavior with an accuracy of 90-95%.

AI-Optimized Pop-Up Strategy

All these AI insights can be used to optimize your website's pop-up strategy. Identified when the demand for a particular product is forecast? Use the Claspo widget to showcase its benefits and your special offer. Launched marketing campaigns for different segments?

Show a personalized widget with the optimal discount size based on which campaign the prospect has seen/received before. Isn't it great?

AI for Data-Driven Business Decisions

The use of AI gives businesses a serious competitive advantage. Thanks to new technologies, decisions can be made based on data rather than intuition, guesses, and unconfirmed hypotheses. This minimizes failure probabilities, optimizes costs, and increases the profitability of marketing campaigns. 

For example, AI can find the best product discount for each target audience segment. This will allow you to attract the maximum number of new customers with no extra costs.

AI for Optimized Pricing Strategies

After analyzing the market, the supply and demand ratio in these groups will be determined, the price elasticity will be compared, and consumer awareness of a particular product will be considered.

This will allow the company to attract the maximum number of new customers without unnecessary costs, the discount will be significant enough to create hype and sufficient to maintain positive financial results.

Examples of services:

• Tableau
• Polymer
• Microsoft Power BI

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3x AI Marketing Automation Examples

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1. Voice Technology: Starbucks’ AI Voice-Powered Barista Services 

Some 60 million adults now use voice search at least once a day. In addition, 72% of Americans currently own a smart speaker (like Siri or Alexa) of some variety. Voice technology is on the rise, and those who embrace its possibilities stand to reap great rewards.

Voice-Activated Ordering with Alexa

Starbucks is no exception. The coffee colossus integrated one of its most subscribed apps with Amazon’s Alexa technology to offer its audience an additional layer of consumer value.

In doing so, its customers can now use their very own ‘My Starbucks Barista’ service to place and modify orders and confirm a pickup location for maximum convenience, a seamless blend of voice and chatbot innovation in action.

AI-Driven Coffee Innovation

Due to the success of its ‘My Starbucks Barista’ app, the brand has broadened its AI innovations by adding AI-powered Mastrena II espresso makers (machines that essentially complement the app's pre-ordering capabilities) to thousands of its outlets. This will offer a more consistent and streamlined coffee-making experience to its customers.

Boasting a whopping 31.2 million mobile customers to date, it’s clear that initiatives like this are driving incredible levels of growth and engagement across the globe.

2. AI Marketing Automation: Real Estate’s AI-Powered Rental Turnaround Service

The United States has one of the most dynamic housing markets in the world. The demand for rental properties in the U.S has continued to outpace supply, with occupancy rates at 93%, according to RentCafe’s Rental Market Competitiveness Report.

Boosting Efficiency with Smart Glasses

With so much money at stake, it’s no surprise that realtors in the rental market are looking to boost productivity and drive efficiency. For one real estate property company, vacant properties cost up to $2.5 million each year due to maintenance delays between rentals.

This was because assessing work such as painting, electrical repairs, and furniture replacements was manual and time-consuming. In partnership with Elemental AI, an AI solutions company, project managers used Ray-Ban Meta Wayfarer AI-powered smart glasses to capture video and commentary of the properties.

Cutting Costs in Real Estate

AI then analyzed the footage, summarized key requirements, clipped relevant sections, and added notes. These details were automatically forwarded to tradespeople, booking appointments, and projecting timelines for completion and rental.

Using Wayfarer smart glasses, the property company shortened rental turnaround time from 4.5 weeks to 2 weeks and saved $1.5 million.

3. Lowe’s AI-Powered Personal Shopping Assistants

A forward-thinking brand that has successfully enriched its in-store shopping experience, hardware giant Lowe’s introduced its AI development, the LoweBot, to offer its consumers personalized suggestions and tailored information as they browse its colossal US stores.

Not only does its AI-driven technology help give its customers a seamless shopping experience, but by automatically tracking stock and inventory in real-time, the store’s rolling kiosks provide its marketers with invaluable insights on consumer shopping trends.

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Artificial intelligence is a collection of algorithms that can analyze data, recognize patterns, and make predictions, improving the more data you feed. Marketing has many repetitive tasks that require this sort of data analysis, from audience research to segmenting to tracking campaign performance can automate these tasks with lightning speed, allowing human marketers to focus on more strategic activities.

For example, imagine being able to identify your target audience, create a segment, and even write a personalized ad for them, all before your coffee gets cold. That's what AI can do for marketing.

Identify Goals for AI in Marketing

As with any new technology, it’s crucial to identify specific goals when implementing artificial intelligence in marketing. Rather than diving right in to see what AI can do, take a step back and assess your marketing operations. What processes are inefficient? Where can you use some extra help?

For instance, if you’re struggling with creating content, you might use AI to help you research, outline, and even generate copy.

On the other hand, if you aim to improve customer experience, you could leverage AI to personalize marketing efforts or even power a chatbot to assist customers on your website. By zeroing in on specific objectives, you can better measure the impact of AI on your marketing performance and make adjustments as needed.

Explore AI Solutions for Marketing

With your goals in mind, it’s time to explore the various AI solutions available for marketing. These tools can be integrated with existing software like CRMs or content management systems to enhance their functionality.

For example, HubSpot has integrated AI tools to help with everything from writing and content organization to predictive lead scoring and automating customer service responses. Explore the options and find the tools to help you achieve your marketing goals.

Start Using AI in Your Marketing

Once you identify the right tools for your marketing goals, it’s time to use AI. Begin slowly, letting AI complement your existing processes as you learn how it works.

As you become more familiar with the technology, you can automate more of your processes and even industry-specific tasks to save time and boost productivity.

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