Artificial Intelligence (AI) has numerous business use cases and can be applied to customer service, sales, lead generation, and marketing. According to a recent survey, most businesses use AI in their marketing tool kits in some form or another. And, they plan to increase their use of AI for marketing in the next three years. The report also found that content personalization and optimization are among the top uses of AI for marketing. However, these are not the only use cases of AI to improve content marketing. You can also use it to create content, gather content ideas, do keyword research, and more.

Implementation of artificial intelligence (AI) or machine learning is currently relatively low – but in the next three years, top marketers expect to integrate these technologies to a greater degree, per the latest report [pdf] from The CMO Survey. Among respondents who are currently using AI, some 56.5% said they were using it for content personalization. While personalization has proven to be effective for marketing efforts, it is also time-consuming and difficult to do at scale. AI may be able to alleviate these issues. Another 56.5% of companies employing AI employ the technology for predictive analytics for customer insights.

Marketing automation has driven a lot of hype in the marketing space in recent years, and for good reason. Innovations like Marketo and Eloqua have given companies the ability to scale up their marketing efforts like never before and run multi-channel campaigns that are truly measurable. That said, this is a fast-paced industry – and now, there's a whole new crop of entrants to the martech space that are transforming the way that marketers think about marketing automation. This year, we're seeing a true shift in how marketers think about campaign automation. Instead of designing campaigns aimed to guide prospects through the sales funnel, now companies are looking to design holistic marketing campaigns that aren't just aimed at converting prospects, but also at walking leads through the entire customer lifecycle.

In a constantly changing world, companies develop before global changes come into force. Innovations are the key to effective results, yet, not so long ago, improving user experience and content personalization was not vital. Let's look at how the things were several years ago. The way online businesses acted was similar to offline stores. Websites' content remained the same for each visitor.