Brands are leveraging AI and machine learning to create better personalized customer experience via digital marketing.

Artificial Intelligence (AI) has been a trending topic for quite some time now. This is because AI has the capability to analyze data for in-depth and valuable insights. It focuses on greater precision and accounts for more accuracy and very few errors, which means greater work efficiency. Through machine learning, it can quickly adapt to new input through progressive learning algorithms. Artificial Intelligence, at present, is instrumental in transforming several industries. From FinTech to retail, it is changing the way brands do business. In the case of digital marketing, it's transforming the way brands connect with their audiences. By using AI algorithms, one can optimize and accelerate numerous marketing tasks, enhance customer experiences, and drive conversions. AI can also create simulation models and hyper-personalized purchasing processes using recommendations based on machine learning models and customer interactions with virtual assistants. While marketers were reluctant to invest in AI tools a few years ago, now they are readily using it to get more accurate observations about various marketing aspects like trends, sales, and more. E.g., E-commerce giant Spotify leverages AI to recommend songs, playlist based on listening history and searches of users. The same principle is utilized by Amazon and Google, too, in shopping and search results, respectively.

The following are some of how Artificial Intelligence is immensely boosting the digital marketing efforts of companies.

Content Curation: AI is used to curate the content we view and consume to connect more personally. Every time a visitor checks certain websites, they are shown relevant results because of AI and machine learning algorithms. For instance, when one searches lawn chairs on Amazon, he may find himself being suggested to check lounge furniture too. Netflix's recommendations are also based on AI algorithms for analyzing your view and search history.

Voice Search: These days, smartphones contribute to more than 50 percent of the search results. If used correctly, voice search can improve brand recognition immensely. All one needs to do is tell the device what he is are looking for. E.g., Google's RankBrain employs AI to provide accurate search results by interpreting the user's voice.

ChatBot: Companies use chatbots to reduce the workload and provide an instant response to queries of customers at any time of the day or night. Chatbots also help to reduce bounce rates, increase potential leads, and retain customer data for future use. Sephora's Visual Artist chatbot lets its users test cosmetic products like lipsticks, eye-shadows, virtually by identifying facial features and then use augmented reality to apply the selected product to the user's photograph.

Digital Advertising: Platforms such as Google and Facebook have been using AI for smart bidding and smart campaigns to auto-generated ads. Smart bidding options such as TROAS, TCPA, and others use advanced machine learning algorithms to train on data at a vast scale to make accurate predictions about how different bid amounts might impact conversion or conversion value and assist advertisers in optimizing without getting into too many details. E.g., Google AdWords has an automatic auction-based system that allows advertisers to pay the lowest possible cost per conversion.

Predictive Analytics: Marketers are trying to understand how to reach target customers when ad blockers, changing media consumption habits, and ad performance are acting as huge bottlenecks between them and customers. AI can use predictive models to predict the chances of turning a specific prospect into a loyal customer based on data, statistical algorithms, and machine learning. Utilizing predictive analytics, not only will the marketers be able to hyper-personalized interactions, but they'll also be able to predict future customer behaviors based on the data collected.

The advantage of using AI for digital marketing are multifold. It makes marketing efforts efficient, error-free, and customer-oriented and creates better-performing content.  It saves much valuable time otherwise spent on developing a marketing model with individual strategic skills. By analysis of data, marketers have a better understanding of their audience and can identify processes that can be automated. Moreover, it leads to better ROI and empowers decision-making. Lastly, AI can also help to track a visitor's interest and provide a personalized landing page experience.