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Marketing is work where AI is directly useful: lots of text, lots of data and lots of repetition. Here are four applications marketers use today, and what to watch out for.
Creating content
AI writes a first version of a social post, newsletter or blog text in seconds. That is a good starting point, not a finished product. Without guidance it quickly sounds like every other AI text.
Some tools partly solve that. With Jasper you upload examples of your own writing so the AI imitates your tone and style. You still need your own eye for facts, figures and tone.
Personalisation and automation
With AI you split customers into smaller groups and tailor messages to what someone did before. Platforms such as Braze and Iterable send email, SMS, push and in-app messages from a single customer profile. For a small business that is often more than needed. Your newsletter tool or CRM can usually already do part of it.
Start with one campaign, for example a follow-up email after a quote or a first purchase. See what it delivers before you set up more.
Predicting and analysing data
AI can search large amounts of campaign data for patterns: which topics get read, which audience responds, where people drop off. You can also have it summarise your reporting and ask questions about your own figures.
A prediction is an estimate based on what happened in the past. If your data is messy or there is too little of it, the result says nothing. So check what is in it first, and never ask the AI for figures that are not in your data.
Customer service
Chatbots answer frequently asked questions outside office hours and pass complex questions on to a staff member. Make sure that hand-over really works. Nothing is more annoying than a bot you cannot get away from.
The EU AI Act requires that people can tell they are talking to an AI. See the European Commission's explanation. So simply say so in your chat window.
Ready to explore AI applications in your own field? Take the first step by joining one of our trainings and workshops or in-depth sessions to go deeper into AI. See our upcoming events for more information.