Understand what AI in marketing is. Learn how artificial intelligence impacts digital marketing. And find out whether you should feel threatened by machine learning and intelligent artificial intelligence at all.

1. THE IMPACT OF
ARTIFICIAL INTELLIGENCE
IN MARKETING
HOW BRANDS USE AI TO IMPROVE MARKETING CAMPAIGNS

2. INTRODUCING AI
According to the Business Insider’s “AI in Marketing 2018” report, 51% of marketers use at least some form of
artificial intelligence. And 27% plan to add it to their campaigns next year.
But as other sources suggest, many marketers still find AI mysterious. Puzzling. And frightening.
Unfortunately, with that, they struggle to realize the impact using AI tools could have on their marketing initiatives. As
a result, they miss out on many opportunities to use data to deliver a higher marketing ROI.
Luckily, we're help to help. Here's what we are going to cover:
WHAT IS AI IN
MARKETING?
1
THE IMPACT OF AI IN
MARKETING
2
HOW TO USE AI IN
YOUR WORK
4
EXAMPLES OF
MARKETING TEAMS
USING DEEP LEARNING
AND AI TO BOOST
GROWTH
5
THE PROS AND CONS
OF USING MACHINE
LEARNING TO
IMPROVE MARKETING
3

3. AI in marketing is a strategy of leveraging data and machine learning to deliver
campaigns that help achieve a brand’s goals more effectively.
Most marketers utilize AI in market research, data science and
real-time campaign analysis
Almost every marketing campaign today relies on data, to at least some
degree
Many experts predict that soon, AI will transform completely - in two
years, it is expected that chatbots will take over 85% of customer
service interactions
Customer behaviour is used to display relevant messages at the right
time, to personalize marketing messages in real time, or to instantly
act on the findings
Hi John
WHAT IS AI IN MARKETING?

4. WHAT IS AI IN MARKETING?
According to eMarketer, AI will mainly affect targeting, personalization, and programmatic advertising.
Delivering the right message on the right channel at the right time
Dynamic landing pages and websites
Hyperpersonalization of content
Hyperpersonalized product recommendations
Predictive journeys
Programmatic advertising and media buying
Business Insights across data and systems
Campaign analytics
Digital asset management
Hyperpersonalization at scale
Productivity of marketers
AREAS IN WHICH AI WILL HAVE A SUBSTANTIAL EFFECT ACCORDING TO MARKETING LEADERS WORLDWIDE
% OF RESPONDANTS
61%
61%
61%
60%
60%
60%
59%
59%
59%
59%
59%
58%
57%
56%
Customer segmentation/lookalike audience modelling
Lead scoring
Sentiment analysis SOURCE: IAB-SWITZERLAND.CH

5. WHAT IMPACT COULD AI HAVE
ON MARKETING IN THE FUTURE?
Google Maps analyzes anonymous data from smartphones, to help you avoid traffic congestions.
Gmail uses machine learning to protect you from spam.
Credit card processors use artificial intelligence to detect fraud.
Brands offer AI-powered platforms to help us with mundane aspects of our work lives as project or time management.
Business platforms use machine learning to deliver personalized content, offers & more to enrich your customer experience.
AI-powered marketing analytics platforms let you analyze huge amounts of data to drive the marketing ROI further.
Also from Google, Rankbrain interprets your search queries then uses those insights to deliver you the right information.
Many marketers feel at least a little concerned about the rise of machine learning algorithms. Many feel anxious
about machines replacing their jobs, and others worry about AI-powered systems spying and gathering data about
their campaigns. However, we have been using AI almost every day for quite some time:

6. 84% of marketing
companies have
implemented or
expanded their use of AI
40% of digital
transformation initiatives
within organizations will
include AI
By 2020, 30% of
companies will be using
AI in at least one of their
sales processes
2018 2019 2020
WHAT IMPACT COULD AI HAVE
ON MARKETING IN THE FUTURE?

7. A report has revealed
that, in just two years,
businesses using AI to
power data-driven
insights in marketing
would grow to $1.2
trillion combined
AI AND ROI: DRIVING
MEANINGFUL RESULTS
3 of 4 companies that
have implemented AI
achieved a 10% or more
boost in sales
For 75% of
organizations, using AI
has helped drive
customer satisfaction by
10% as well

8. Though market analysis by Grand View Research found that AI
applications related to advertising and media make up the
largest share (20%) of the global AI market, many of these
applications are still very nascent.
No disrespect to the work being done now, but when we look at
the possibility of artificial intelligence, we have so much further
to go and so many more advancements.
AI: SO ARE WE THERE YET?

9. THE PROS AND CONS
FASTER DATA
ANALYSIS
Quicker analysis, greater efficiency and
reduced manual processing time can lead to
more effective campaigns with improved
ROI.
+
MORE ACCURATE
INSIGHTS
In-depth analysis with deeper insights, to
help plan campaigns and act more quickly
on findings.+
+GREATER
EFFICIENCY
Insights and data can help engage with
audiences, making campaigns more efficient
LACK OF
CREATIVITY
AI is incapable of being creative and
machine learning algorithms can't act on
the data or insights as a human would

10. AI opens up incredible opportunities for marketers. But, it can be hard to realize its full potential. Particularly, when
you try to imagine how you could use it in your work.
So, here are three ways to use artificial intelligence to enrich your work.
HOW YOU COULD USE AI IN YOUR
WORK: 3 CASES

11. HOW YOU COULD USE AI IN YOUR
WORK: CASE #1
Better Customer Segmentation and Personalization
Customers now expect a personalized marketing experience and the minimum prerequisite to meeting their
expectations is delivering the right message to the right customers. And at the right time, at that.
Which, as I'm sure you'll agree, is quite a challenge. That's especially true if you try doing it without having a deep
understanding of various customer segments your brand can serve.
That's where AI comes in. AI allows marketers to analyze customer data in detail. Such insight helps create precise
customer segments and map those to the entire customer journey. In-depth analysis could also reveal each
segment's motiviations, desires and pain points. Correlated with other data points, it could help predict the
customer's next moves.
With this information, marketers can launch campaigns designed to engage
a specific segment, with a message tailored to those customers' needs, and
perfectly-timed.

12. For most marketers, the benefits of data-driven marketing remain limited by their ability to access, and then, analyze
the information.
The solution? Incorporate AI to help process and correlate large data sets to obtain deeper insights.
AI platforms can help marketers spot and understand anomalies in the market behavior or campaign performance.
In turn, they could act and tackle problems before they escalate.
Having a deeper understanding of the data could help predict future campaign performance as well. It could even
aid forecast the growth and set realistic, achievable expectations.
HOW YOU COULD USE AI IN YOUR
WORK: CASE #2
Improving the Depth of Marketing Data

13. According to Gartner, AI will handle 85% of all customer service inquiries by 2020.
And we can see the first signs of this already.
For example, chatbots have moved to the frontline of customer interactions. Without much opposition from
customers, at that.
According to Drift, 35% of customers would be happy to use a chatbot to resolve a
complaint or a problem.
The same number would use it to get detailed answers or explanations. And 34%
would use it to connect with the right customer assistant.
Finally, to most, the 24-hour service and getting instant support are the main benefits
of AI-powered customer service.
HOW YOU COULD USE AI IN YOUR
WORK: CASE #3
Improving Customer Experience

14. Getting a quick answer in an emergency
Resolving a complaint or problem
Getting detailed answers or explanations
Finding a human customer assistant
Making a reservation (e.g. restaurant or hotel)
Paying a bill
Buying a basic item
Getting ideas and inspiration for purchases
Adding yourself to a mailing list or news service
Communicating with multiple brands using one program
(None of these things)
Buying an expensive item
37%
35%
34%
33%
29%
27%
22%
22%
18%
14%
13%
35%
PREDICTED USE CASES FOR CHATBOTS
What do you predict you would use a Chatbot for?
A CLOSER LOOK AT CHATBOTS
SOURCE: DRIFT.COM

15. 43%
43%
37%
35%
32%
8%
Answers to simple questions
Easy communication
Complaints resolved quickly
A good customer experience
Detailed / expert answers
Answers to complex questions
Friendliness and approachability
(none of these)
64%
55%
51%
55%
24 hour service
Getting an instant response
PREDICTED BENEFITS OF CHATBOTS
If Chatbots were available (and working effectively) for the online services that you use, which of these
benefits would you expect to enjoy?
A CLOSER LOOK AT CHATBOTS
SOURCE: DRIFT.COM

16. Voice Assistants
Then, there are voice assistants too. 16% of Americans already own a smart speaker like Amazon Echo. And experts
predict the voice search adoption to reach 55% by 2022.
For most customers, voice search means being able to conduct search and discover information in various
situations.
A CLOSER LOOK AT CHATBOTS
16%
55%
2022

17. PRIMARY REASONS FOR USING VOICE - USA, 2016
61%
30%
24%
22%
12%
0% 20% 40% 60% 80%
1%
Useful when hands/vision occupied
Faster results
Difficulty typing on certain devices
They're fun / cool
To avoid confusing menus
Other
PRIMARY SETTING FOR USING VOICE - USA, 2016
43%
36%
19%
3%
Home
Car
On the go
Work
0% 10% 20% 30% 40% 50%
How Voice Assistants are used
A CLOSER LOOK AT CHATBOTS
SOURCE: SEARCHENGINELAND.COM

18. How an AI chatbot works
A CLOSER LOOK AT CHATBOTS
Machine Learning
Natural Language
Processing
Artificial Intelligence (AI)
Deep Learning
PROCESSES
OUTCOMES
Predictive
Analytics
Sentiment
Analytics
What's important is that platforms such as Voice
Assistants use artificial intelligence too.
Chabots are nothing but computer programs that
conduct conversations with customers.
What's more, they use patterns in data to learn.
And then, use that information to solve similar
problems for customers.
SOURCE: SMARTSHEET.COM

19. HOW BRANDS USE AI IN
MARKETING: #1
Dynamic Product Recommendations
By far, the most recognizable example of artificial intelligence in marketing is Amazon using AI to recommend
products for users.
Amazon’s AI analyzes a person’s past purchases and viewing history, and identifies products they are the most likely
to buy next.

20. Static Pricing
(Single Price Point)
PROFIT
1
5
4
3
2
1
REVENUEREVENUE
Dynamic Pricing
(Multiple Price Points)
SOURCE: BLOG.PRISYNC.COM
Car rental companies, hotels, and many other organizations use AI to monitor buying trends and determine the most
competitive pricing. By doing so, they can offer customers prices based on external factors and their buying trends.
Similarly, many E-commerce stores use AI to monitor competitor prices as well as internal factors (like costs, etc.) to
adjust pricing to an optimum point of competitiveness.
Dynamic Pricing
HOW BRANDS USE AI IN
MARKETING: #2

21. 1
2
3
4
5
6
7
8
Discover Weekly
Develops
your "taste
profile"
You listen to
and save songs
Spotify users
create billions of
playlists
Spotify’s AI analyzes each user’s listening history to suggest other artists, records or playlists that should match their
taste in music.
And they use quite a sophisticated algorithm to do that:
Personalisation
HOW BRANDS USE AI IN
MARKETING: #3
Spotify identifies
similar songs that
appear on those
playlists
Spotify finds
songs that fit your
profile, but that
you haven't
listened to
SOURCE: QZ.COM

22. What's your account number?
7732468
Yes please
I can help you with that. Would you
like to add a new phone?
Click here to view available models.
Bot starts the
conversation
Bot hands
conversation
to humans
Human hands
it to bot for
routine processes
More and more brands turn to AI to help reduce customer service costs too. Augmented messaging, routing support
inquiries to relevant agents, enhanced phone support are just some of the use cases for AI in customer service.
Here’s an example of how AI helps with processing website inquiries:
Customer Service
HOW BRANDS USE AI IN
MARKETING: #4

23. One of the biggest challenges facing email marketers today is the customers’ demand for personalization. It seems
that buyers turn only to emails that speak to them directly. And they ignore the rest.
For an email marketer, this means a need to increase the relevancy of any messages they send out.
And that’s where AI can help too. From analyzing customer behavior and interests to segmenting them based on
those findings, artificial intelligence helps marketers become more relevant to their audience.
Some examples of the above include sending time optimization, dynamic email content with precise product
recommendations, tailored to a recipient, and much more.
Email Marketing
HOW BRANDS USE AI IN
MARKETING: #5

24. AI helps marketers improve content too.
Various tools can analyze the audience’s interests to identify better topic ideas. With others, marketers can
understand the audience’s intent. Based on that, they can identify factors that would help their content succeed in
the search results, for example.
SEMrush, for example, uses AI to research topics, and suggest different approaches that would help engage the
audience.
Content Marketing
HOW BRANDS USE AI IN
MARKETING: #6

25. Various AI-powered solutions allow writers and marketers to analyze and improve their content.
Grammarly, for example, finds grammar, spelling and styling errors. The tool also provides recommendations for
improving the content based on user-defined criteria.
Content Analysis and Improvement
HOW BRANDS USE AI IN
MARKETING: #7

26. 0 10
AI-powered business analytics tools help uncover an unprecedented insight from the company’s data.
Here are just some examples:
Understanding anomalies in the campaign performance, to help identify and overcome potential issues.
Create benchmarks based on various data points, and use machine learning to help improve marketing
ROI from other campaign’s data.
Forecast business performance. And with such insight, help set realistic expectations, KPIs, etc.
Marketing Performance Analysis
HOW BRANDS USE AI IN
MARKETING: #8

27. SO WHAT HAPPENS NEXT?
Lilach Bullock
Artificial Intelligence has such incredible marketing potential - the ability to crunch so
much data can help marketers and brands in a plethora of ways. One of the best uses
of AI in marketing is for hyper-personalisation. Artificial Intelligence can help you
interpret huge amounts of data in a fraction of the time that it would take your team
to do so and most importantly, you can use all of this data to create highly personalised
marketing campaigns and content. In fact, with powerful AI at your side, you will be
able to make sure that every decision you make is based on relevant data.

28. THE IMPACT OF AI
IN MARKETING
READ THE FULL GUIDE FOR FREE
WE HOPE YOU ENJOYED THIS PRESENTATION.
WANT TO LEARN MORE?