What can AI actually do for you in marketing?

What can Artificial Intelligence actually do for you in marketing?

Not tomorrow, today!

Not so much yet and certainly not as much as the hype we read on a daily basis.

AI is just not ready yet for prime time. But it doesn't mean that some limited solutions are useless, quite the contrary as explained below in the article from MIT Sloane Management Review.

The five applications are:

1 - Lead scoring and predictive analytics
This is an obvious application of AI because although marketeers can do it with whatever data feedback they have at hand, AI can take more data into consideration and improve its accuracy quickly by measuring complex correlations.  
2 - Automated e-mail conversation
This is a rather risky application because of the blow back risk from clients as soon as they realize they are not being engaged by a real human.

3 - Customer Insights
This requires an in-depth understanding of what AI is and is not. In a nutshell, AI is not yet "intelligence" per se but only a limited aspect of it called Machine Learning. This means that AI cannot yet dive much deeper into "data" than a human counterpart but can actually analyses what a human cannot such as voice tone and emotions. But this is most certainly not a "simple" application easily accessible to any company.

4 - Personalizing with data
Yes the amount of data has exploded in recent years but this is more often a curse than a blessing: What is relevant and what is not? Can a AI software "find" unknown correlations in your data? Maybe but it is not obvious. Then can the software find interesting information in "context" data such as a whole industry? Again, maybe but you still have to feed the AI with the right data.

5 - Content creation
We are still very far from it, but as support for templates, subjects and a list of "do and don't" AI certainly can play a role to enhance productivity.

Here is the article with a more detailed explanation for each example:

https://sloanreview.mit.edu/article/five-ai-solutions-transforming-b2b-marketing/

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