An AI copywriting tool able to generate content at the push of a button? A machine that writes emails, headings, landing pages, and more?! But as this copywriter--who's very much human--will tell you, there's nothing to fear. Imagine a world where you don't have to agonize over every word, but rather plug your requirements into a machine--and presto!--the work has been done. It means you can spend your time editing, refining, and optimizing copy for various personas and channels, not brooding over draft 4.5 trying to make it all make sense. With AI, meet your new copywriting assistant that takes care of tedious writing tasks so that you can focus on what really matters: getting campaigns to convert. So, how can you use AI copywriting tools in your marketing efforts?

In a world where it seems like the next big thing is just'round the corner every day, there's comfort in holding on to the old way of doing things. It's part of the human condition, and history is littered with examples of people who weren't able to recognize--or capitalize on--trends and events as they happened. Lightbulbs, bicycles, and laptops are but a few of these once-misunderstood tech inventions. Just a few years ago it was even considered ludicrous for the internet to be used for ecommerce. This is also where we believe digital marketing finds itself today--on the cusp of something new that's about to overhaul traditional processes, manual data-crunching, and tedious testing by partnering up with artificial intelligence and machine learning.

Unbounce, a Vancouver startup best known for helping marketers create automated landing pages, added a new wrinkle this morning when it announced it has acquired Snazzy.ai, The two companies did not share the terms. Unbounce Chief Strategy Officer Tamara Grominsky says that her company focuses on helping customers convert their customers into sales, and with Snazzy, it gets some pretty nifty technology based on GPT-3 artificial intelligence technology. "We're focused right now on building conversion intelligence software that will allow marketers to work with machines to really unlock their true conversion potential […] and we saw a huge opportunity with Snazzy to focus particularly on the content creation and copy creation space to help us accelerate that strategy," Grominsky explained. She points out that the product is really aimed at the marketing generalist charged with overseeing landing pages, and who is responsible for a range of tasks including writing copy. "The average Unbounce customer isn't a specialized copywriter, so they don't spend [their work] day writing copy.

When I first encountered A/B testing, I immediately wanted to become the type of marketer who tested everything. The idea sounded fun to me. Like being a mad scientist running experiments to prove when my work was actually "working." Turns out though, there's always a long list of other things to do first… blog posts to write, campaigns to launch, and don't get me started on the meetings! A lot of marketers are just too darned busy to follow up and optimize the stuff they've already shipped.

How often do you reflect on the ways technology changes your life as a marketer? I mean the sly, step-by-way manner in which new tech slides neatly into your existing stack and subtly reframes the game on you. These changes don't always alter your job in dramatic ways, but they eliminate the hassles and headaches. They may speed up your time to results, automate painful routines, and enable you to focus on what matters most. Very rarely, these technologies also let you do things you'd never considered possible. No incoming martech makes a better case for this sort of incremental innovation than artificial intelligence. While new AI products are surely on the horizon--self-driving cars are coming any day now, possibly, maybe--AI's most dramatic effect on your job today lies in adding new features across the tools that you're already using.

Amazon is one of the most innovative companies in the tech sector right now, testing out ideas like artificial intelligence (AI)-powered self-serve grocery stores, autonomous delivery drones, and voice assistants in healthcare. At its AI Innovation event on May 15 at the ecobee headquarters in Toronto, Amazon Web Services (AWS) spoke about how it is incorporating machine learning into its products and services, and why moving in this direction is so important. "As we see the proliferation of data and more devices being connected to the internet, that creates an incredible opportunity for machine learning to be applied to solve business problems, to make different decisions, to go after really challenging circumstances, to address the needs of businesses, as well as consumers and citizens," Eric Gales, director of AWS Canada, told CDN. "It's an interesting area that Amazon has been investing in for two decades and it's a big part of our business in terms of how it gets applied. Whether that's using AI robots in warehouses or machine learning to develop better suggestions when you shop online, we've been focused on taking those capabilities and creating a portfolio of services to make it much more accessible to much wider range of applications." And while the Seattle-based tech giant is going all in on machine learning and AI, it recognizes that many of its partners need a boost.

Promotion was easy in the 1960s. Things have changed a bit since then. Not to mention, technological disruption that (a) erodes, (b) replaces, or (c) reverses most of the current best practices every 6-12 months. That makes a marketer's role… complicated. But you ain't seen nothing yet.

Artificial intelligence has improved beyond recognition. With breakthroughs in machine learning happening every day, more and more column inches are being devoted to the prospect that super-intelligent computers are right around the corner--and that they'll soon take over people's jobs. While that future is still on the horizon, though, there are multiple ways that A.I. has already started to transform our experiences, in industries that most might not have predicted. Take, for instance, the webpages you see every day on the Internet. Unbounce is one of the first companies to use machine learning to determine what creates the most attractive pages on the net.

Supervised learning systems rely upon humans to label the incoming data -- at least to begin with -- in order for the systems to better predict how to classify future input data. Gmail's spam filter is a great example of this. When you label incoming mail as either spam or not spam, you're not only cleaning up your inbox, you're also training Gmail's filter (a machine learning system) to identify what you consider to be spam (or not spam) in the future. According to Tommy, this type of machine learning can be likened to the relationship between a parent and a young child. When a child does something positive they're rewarded.

Not to mention, technological disruption that (a) erodes, (b) replaces, or (c) reverses most of the current best practices every 6-12 months. "RankBrain has become the third-most important signal contributing to the result of a search query", according to senior research scientist at Google, Greg Corrado. It's an artificial intelligence engine that uses pattern matching at scale to process millions of search queries daily. And with an 80% accuracy rating, it outperforms engineers by a wide margin. There's no wonder that it's taking over the search giant then. Part of that success comes from the ability to literally guess – based on millions of datapoints in fractions of a second – the searcher's intent behind a few random keystrokes.