Artificial intelligence (AI) is a system or combination of algorithms that are designed to replicate human behavior. In online marketing this development is being used to reach customers more effectively.
The use of this tool is taking off in different types of business due to its ability to understand and decode the consumer, to capture their attention and impact them correctly. Some of the uses given to AI in online marketing are data analysis, branded content creation, virtual assistants and optimization of advertising campaigns.
In this sense, the consulting firm Tractica has evaluated which will be the most lucrative uses of artificial intelligence by 2025. It has determined that ‘Static Image Recognition’ will set the trend in the short-medium term.
Source: https://www.statista.com/chart/6810/the-future-of-ai/
Pros of using AI in online marketing:
Artificial intelligence has many benefits for online marketing strategies. It is a new way to increase productivity, efficiency and profitability. An opportunity to develop and make better decisions for the audience.
One of the most important advantages of using AI is its ability to analyze large volumes of data. Information gathered when customers interact with a brand through a website, mobile app or social network can be used to create detailed customer profiles and understand their needs and preferences. In this way, they can adjust their offers and improve the effectiveness of advertising campaigns and branded contents.
Online marketing can benefit from AI because it can improve strategies, segment audiences, and personalize them through big user data, manage advertising campaigns and build customer loyalty by leveraging their preferences. Both artificial intelligence and machine learning are the most important data initiatives of the coming years.
Risks and challenges
Presumably, all r&d brings with them challenges to overcome, a number of potential risks associated with it. One of the most important is that AI can produce unpredictable or unexpected results that could have a negative impact on the business or its brand. It could also have unfair or discriminatory effects if not used ethically and responsibly.
The use of this type of technology can be costly and require significant investments in technology and trained personnel. Therefore, it is important to be aware of the risks involved and take the necessary steps to minimize them.
For years, there has been hesitation to implement AI in marketing strategies. Why and what for? There was ignorance, fear, uncertainty about its results, etc. But now, many brands have incorporated it into their decision-making processes. The experience of major brands such as Mercado Libre, Amazon or Spotify shows that the application of this technology tends to significantly increase the ROI of the activity.