Artificial Intelligence in Marketing

The incorporation of Crayon into Mastercard’s competitive intelligence approach brought transformative results. As noted by Mike Wienke, the Director of Global Product Marketing and Sales Enablement, Crayon equipped the team with a comprehensive understanding of how competitors were positioning themselves in the market. This provided a unique external perspective on Mastercard, enhancing strategic planning. Capitalizing on this discovery, Rethink Ideas encouraged the public to contribute by offering their unique AI prompts centered around ketchup. The top suggestions were transformed into engaging visuals for the campaign, with these AI-generated images finding their way into Heinz’s social media posts and print advertisements. Furthermore, Whole Foods employs AI-driven chatbots on their website and within their app to handle routine customer queries.

If the footwear company is trying to improve sustainability, the first choices presented on the website will be running sneakers made of recycled materials. The user would need to scroll down to find sneakers that aren’t as environmentally friendly, making the choice of a sustainable sneaker easier. Generative AI in marketing is quickly gaining traction, with varying levels of practical impact.

AI Marketing Use Cases

Have you ever wondered how some businesses seem to always find their audience easily? One of the key benefits of using AI in your advertising strategy is the ability to maximize the performance of your ads. Predictive customer analytics is one of the best and of course less-covered data-driven marketing strategies. These insights allow you to optimize your social content and delivery for maximum impact, increase your engagement and have happier customers by immediately addressing their needs. Performance Max ads can be delivered to audiences across Google Maps, Youtube and Hotel ads!

With the introduction of AI, companies have gained the ability to not only interact directly with individuals, but to transform the data they leave behind into a blueprint of how to better serve them in the future. In the 1950’s, computer scientists began searching for ways to create software capable of problem solving and mimicking the ways humans think. Early AI programs assisted with “simple” tasks such street mapping and, by 2003, the technology that would serve as the bedrock for cyber-helpers like Alexa or Siri had been put in place. AI is an indispensable tool companies can use to extract important insights and cutting-edge strategies from troves of data. Artificial Intelligence (AI) refers to the programming of machines to think like humans in order to make decisions or discover insights.

AI marketing use cases

Marketing tools make it possible to sift through mountains of data in much quicker time. AI-powered systems build on top of these tools to generate helpful insights and reach the right customers at the right time. Unlike stand-alone machine learning apps, the user doesn’t need to request information from a separate platform—integrated apps secure the data and provide insights without being asked. You can best leverage AI when integrating machine learning with a program like a CRM or advertising tool. Integrated machine learning apps can analyze user behavior and quickly decide what to offer users. Its categories can be broken down by intelligence level (from simple task automation to more complex machine learning) and composition (whether it stands alone or a program).

In fact, a McKinsey study found that, along with sales, it is the single business function where it will have the most financial impact. This means that if you’re a marketer and you’re not using AI, you’re missing out on the benefits of what is possibly the most transformational technology. Alibaba’s use of technology is a response to the consumers’ shifting expectations. According to a National Retail Federation survey, 80% of shoppers say retail technologies and innovations have enhanced their online buying experience, while 66% say the same about brick-and-mortar retail.

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