Now is the time for marketers to become AI native and start incorporating Artificial Intelligence (AI)*, Machine Learning (ML)* and Deep Learning (DL)* into their role. Let's examine how marketers can use AI tech and become AI native marketers.

By 2023 businesses are expected to be spending over £87 billion on AI-based technology*. This will lead to organisation-wide shift towards being familiar with AI and require marketers to start using AI tech in their marketing activities.

Becoming AI native marketer
Put aside your seniority or specialism within marketing – now is the time to develop new skills around AI. Here are some examples of how marketers can use AI and work towards becoming AI native marketers.
 

Build marketing strategy

Marketers are analysing various internal and external data sources to create effective marketing strategy. AI in combination with ML can be used to find patterns and understand trends in large volume of data to gain meaningful insights to build marketing strategy. 
 

Create intelligent content

AI tools are currently being used to display similar content based on recent activity, and recently read articles.
AI can also curate content  for social media or create emails, ad copy or personalised messages. They key tools for content automation are Word.ai, Articoolo, Persado and Scoop.it. 
Humans are much slower in spotting recurring problems while AI-powered chatbots can do this fast. In addition, they can predict what’s causing issues for a user and come up with suggestions on product/service customer needs to solve their problem.
 

Achieve personalisation and optimal customer experiences

You can use AI to automate personalisation. For example, as a website owner, you can display most relevant offers to each visitor based on their location, demographics and browsing history.
This is how brands can increase visitor engagement and make it more rewarding for both parties. 
 

AI-powered digital advertising

AI-powered digital advertising Also known as programmatic advertising is where AI-based delivery systems place the right kind of ads in front of the right target audience at the most suitable time when they are most likely to consume and engage with it. This is not only widely used form of advertising with display ads but also with electronic billboards and search ads too. Ads are placed automatically at the last moment before the right audience clicks on the publisher page. Is the ad that the visitor expects to see and is relevant to what they are looking for. As result, advertisers are able to see better ROI (return on investment) from their campaigns.

Manage cross-device and cross-channel promotions

Thanks to AI tech companies are able to identify and target customer on different devices. This speeds up the sign up process and enables customer to complete actions  at the right time, and the right place for them.
Brands are trying to diminish the difference between offline and online experience by using augmented reality to show their products  in real-time 3D. 
 

AI-enabled real time forecasting 

To create optimal  forecasting data is being used from various sources from internal CRM, ERP, IoT, and other systems, as well as external information such as partners, market intelligence, social media to name a few. AI relies on algorithms and adapts in real time and takes into account daily, weekly, yearly or seasonal variances and learns to minimise risks and capitalise on opportunities.
 

Up skill to enhance your career and work towards becoming AI native marketer

AI native marketer leverages AI in their everyday marketing activities. You don’t need to become data expert. Instead, you need to collaborate with data experts and know how DL, ML and AI work.  
Alternatively, consider learning how to do advanced data analysis, and some visual machine learning to become marketing analyst. Now it the time to learn about DL, ML and AI, so make the most of it. 
 
Where have you used AI-based tech in your marketing activities? Please share your experience in using AI by posing your update in the comment box below. Alternatively, let’s talk on LinkedIn or Twitter. 

*International Data Corporation (IDC) recently published in their Worldwide Artificial Intelligence Systems Spending Guide that corporations will be spending around $97 billion on AI systems by 2023.

*With DL systems can learn hidden patterns from data by themselves, combine them together, and build much more efficient decision rules. 
*ML involves programming systems to perform specific task without having to code rule -based instructions.
*AI  technically represents any system that supersedes human abilities for learning  and perception.