Artificial intelligence, or AI, isn’t new. But the recent introduction of OpenAI chatbots, like ChatGPT, Bard, and others combined with the corresponding spike in interest in AI in digital marketing has many people questioning the future of the industry.
AI in digital marketing has plenty of benefits, as it lets marketers automate tasks and improve their processes. At the moment, artificial intelligence marketing tools have a lot to offer brands that embrace them. The key thing to remember is that you’re still in control of your marketing efforts, not the bots.
Let’s dive in and look at how AI-based marketing can work!
What Is Artificial Intelligence?
AI is a term used to describe functions and tasks that could previously only be performed by people, but that can now be performed by machines. It’s an umbrella term that includes things like machine learning, natural language processing, and deep learning.
We won’t get into the nitty-gritty technical details here because we don’t want to bore you and because you don’t need to know them to see how AI is changing marketing.
How Do Companies Use AI in Digital Marketing?
Artificial Intelligence (AI) is everywhere in digital marketing. It plays a role in communicating with customers or leads, search engine optimization (SEO), and content marketing and optimization. Brands can use AI in various ways, including the following:
Chatbots
Chatbots, like AI, aren’t new. If you’ve ever had a text-based conversation with a customer service agent online, you’ve used a chatbot. Chatbots are computer programs that can simulate human conversation. You’re talking to a machine, but it feels like you’re speaking with a living, breathing customer service rep.
Recently, chatbots have reached a new level. The arrival of ChatGPT in late 2022, then Google’s Bard in early 2023, changed the landscape. These new, more sophisticated chatbots do more than answer simple questions about services or offer troubleshooting advice. They can write full articles, translate documents, and even produce college papers (though schools are cracking down on that).
There’s been talk of using chatbots to create content, but as it stands now, that’s generally not good practice. Today’s chatbots are better than those of the past, but they’re still not nearly as good as a person at writing an engaging, factual, and interesting article.
ChatGPT vs. Bard
ChatGPT and Bard may look similar, but they actually run on different data sets and models. Google’s Bard runs on Language Model For Dialogue Applications (LaMDA), while ChatGPT runs on Generative Pre-trained Transformer (GPT). The different models mean each will provide slightly different results when using them.
Remember that while the models are different, ChatGPT and Bard are equally capable of being wrong. If you’re going to use one or the other, always have a human fact check and review the output first.
Predictive and Targeted Content
If only marketers had a way to predict the future and figure out what leads will do next. With AI, you sort of do. AI collects data on customers and leads. It can then extrapolate future behaviors from that data, letting you know if someone is likely to make a purchase or sign up for your newsletter. The predictions AI makes can help you target your content for better results.
Image Recognition Technology
AI is particularly good at playing matching games. Customers can upload an image of something they’re interested in buying, and AI can find that exact item or something very similar. You can use image recognition technology to make suggestions to customers and increase your sales.
Benefits of Using AI
AI can improve your marketing and SEO campaigns when used judiciously. It can automate processes you previously had to perform manually, improve your SEO, and help you reach more people.
AI can analyze your data more efficiently and effectively than a human could, allowing you to understand customer behavior better and predict what will happen next. With AI, you can get in front of your leads, showing them relevant and engaging content at the right moment.
Negatives of Using AI
Artificial Intelligence won’t solve all your marketing problems, and it’s not going to replace your marketing team. In fact, at this stage, it would be pretty foolish to rely solely on AI for marketing.
It’s far from perfect and known to make mistakes. Some people say that chatbots like Bard and ChatGPT “hallucinate.” A less polite way of putting it is that sometimes chatbots make stuff up. AI also doesn’t have that human touch. It can’t be as creative as a person and usually fails to connect with leads on an emotional level.
How Digital Marketers Use AI Strategically
You can’t ignore AI, but you can’t depend on it. Instead, it would be best to get strategic about how you use it. For example, we recommend you don’t use it too much or too little. Working with a human-based digital marketing agency can help you use AI strategically and find the right balance.
Contact ZGM for Your Digital Marketing Strategy
Zero Gravity Marketing is a full-service digital marketing and SEO agency in Connecticut. To learn more about how we can help you make the most of AI and boost your internet marketing efforts, contact us today.
Frequently Asked Questions
Will AI replace digital marketing?
Absolutely not! AI is a tool that can help digital marketers increase engagement, target content, and improve their SEO.
How do chatbots help in digital marketing?
Chatbots can play a few roles in digital marketing. Companies often use them to connect with visitors on a site, offering help or troubleshooting concerns. Chatbots can help marketers save money and increase the number of customers a company can work with simultaneously.
Can I use AI instead of hiring an agency?
It’s generally not a good idea to rely solely on AI for marketing. AI is a tool, therefore requiring strategy to use, and can’t replace the services and value you’d get from working with an agency that already knows the ins and outs of tools like these.
