Marketers see great potential value in using artificial intelligence (AI) to support the use case of recommending highly targeted content to users in real time. That use case scored the highest among 49 use cases presented to marketers in the 2021 State of Marketing AI report by Drift and the Marketing Artificial Intelligence Institute. That use case scored a 3.96, putting it on the cusp of "high value" (4.0), with 5.0 being "transformative." The AI marketing use cases that trailed in the top five include: "Most websites you go to today for businesses, a human is writing the rules to say which content to recommend," Paul Roetzer, CEO and founder of the Marketing Artificial Intelligence Institute, told CMSWire in a CX Decoded Podcast. "What are the related articles? There is some basic tagging system for if they read this, then read that. Most of them are human-powered. They don't have a Netflix or a Spotify type algorithm that's actually learning preferences, knows the last 15 articles someone read, and how far along he got into them. Therein lies potential, however it's something marketers and customer experience professionals remain hopeful about: 54% of them told CMSWire researchers in the State of Digital Customer Experience 2021 report they see AI having significant impacts on digital customer experience over the next two to five years. And most of them see "gaining actionable customer insights" (27%) as the area where they see the most potential. Roetzer said it is hard to find really good solutions to do this out-of-the-box. Noz Urbina of Urbina Consulting agreed, calling the technology nascent. The bigger question for marketers beyond what kind of tools are out there is do we have the data to support the use case, according to Roetzer. And do we have a strong foundation of metadata, content tagging and content taxonomies, according to Urbina. "You need enough data, for one," Roetzer said. "Sometimes the problem is smaller data, not necessarily the cost.
The use case for Artificial Intelligence (AI) in the workplace is there. Deloitte's Tech Trends 2021 found AI and machine learning technologies are helping financial services firm Morgan Stanley use decades of data to supplement human insight with accurate models for fraud detection and prevention, sales and marketing automation, and personalized wealth management, among others. For marketing and customer experience, in particular, organizations are using AI and machine learning to improve internal business processes and workflow, automating repetitive tasks and to improve customer journeys and touchpoints, among other use cases. The CMO Survey by Duke University reports a steady increase as far as the extent to which companies are reporting implementing AI or ML into their marketing toolkits. However, the majority of marketers know AI is very important or critical to their success this year, according to Paul Roetzer, founder and CEO of the Marketing AI Institute and PR 20/20.
Move over mobile marketing: A little voice is whispering that your time as "the next big thing" is almost up. Actually, that whisper is more of a shout, and it's "Echo"-ing across the digital landscape, as voice-response technology is rapidly emerging as the most disruptive force to hit the industry since the internet became a visual medium. Just how loud will this sonic boom be? If your brand is starting to hear Siri's siren-like call to action, here are some insights and considerations you might find helpful: Research from OC&C Strategy Consultants projects that voice shopping will jump to $40 billion in 2022 (up from $2 billion today). However, the last-touch voice commerce experience has yet to reach the mass adoption levels that retailers like Amazon initially envisioned.
If you watch Netflix, listen to music via Spotify, or have bought a product via Amazon, you will have interacted with machine learning or AI at some level. Much of what you watch, listen to or buy comes from recommendations made by AI algorithms. More and more, algorithms are helping us to make both subtle and important life altering decisions. So, what does this mean for marketers? They are an AI-first company.