The author suggests that businesses looking to implement AI in their marketing strategies should focus on understanding their audience's needs and automating audience insights. Key areas for AI implementation include marketing automation, content creation, and user experience personalization. The author emphasizes the importance of a well-thought-out strategy that aligns AI tools with business objectives and adapts to ongoing changes.
Key takeaways:
- AI is increasingly being adopted in marketing, with 74% of executives believing it will provide more benefits than concerns. Google is a leader in this field, using AI for auto-targeting functionality in advertising.
- Meta has introduced AI chatbots that resemble celebrities, and plans to allow businesses to create their own AIs. AI is also being used in creative personalization, with personalized creatives performing 113% better.
- There are potential drawbacks to implementing AI in advertising, including AI content farms and copyright issues. Legal issues may arise from the use of AI models and images of celebrities for commercial purposes.
- Businesses need to build a strong strategy to implement AI in their marketing, taking into account their audience's needs, available resources, and areas where innovation and automation are justified. Ongoing evaluation and adaptation of the AI strategy is crucial.