Companies are using artificial intelligence for basic communication, to make product recommendations and more. In the world of marketing and advertising, the applications for AI are virtually endless—brands come up with new ideas and innovative ways to leverage it every day.
What is the best way to employ AI in marketing and advertising in 2022? Every agency leader will have their own preferences and notions about the most effective use cases for AI in their space, and below, members of Forbes Agency Council share their current favorites.
Forbes Agency Council members share exciting ways to leverage artificial Intelligence in marketing and advertising.
Photos courtesy of the individual members.
1. Understanding The Emotions Creative Work Creates
My favorite way to employ AI in marketing and advertising is for understanding which emotions will be created with different types of creative work, especially music. Machine learning and AI help us to have a solid premarket indication that lets us explore different routes without expensive market research. Clear, repeatable, comparable and efficient: AI shapes the way we navigate through creativity. – Michele Arnese, amp
2. Developing Natural Language And Brand Persona
Natural language and brand persona development using AI tools is essential to helping clients determine how they and their industry are described. This helps us find the words to describe who they are and understand how the market or audience is speaking. The use of this data as an unbiased review of word choice in direct marketing eliminates the gap-closing work (and hard work) in talking about yourself. – Kathleen Lucente, Red Fan Communications
3. Executing Conversational Advertising In Real Time
With conversational advertising, brands can utilize natural language understanding powered by AI to answer a customer’s question right at the point of interest, rather than having them call or click a link. Marketers can establish one-to-one conversations with consumers the moment they click an ad, giving them the ability to explore adjacent products, ask questions and make a purchase. – Matt Ramerman, Sinch for Marketing
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4. Offloading And Improving Labor-Intensive Work
Labor-intensive work can not only be offloaded to AI but also improved, as this transition offers scale and precision beyond human capabilities. We use machine learning to optimize programmatic ads across millions of targeting filters, social listening tools to gauge buy signals across thousands of posts a day and outreach/follow-up automations to engage massive databases of key audiences. – Jason Fishman, Digital Niche Agency (DNA)
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5. Enabling Media Monitoring And Transcription Services
We like AI-enabled media monitoring services that can offer real-time insights into share of voice, media and social media coverage as well as deeper competitive analysis. It’s exciting to see how these solutions have evolved so quickly over the past few years. We also leverage AI-enabled transcription services and editorial solutions to help scale our content creation fast. – Azadeh Williams, AZK Media
6. Tracking Prospects’ Search Terms For Intent Data
Our team is excited about the use of AI in the intent data space, where B2B marketers are given insights into the digital behaviors of prospects by tracking the search terms they use. Using IP addresses, cookie tracking and natural language processing (AI), intent companies can then identify and catalog these searches or website visits into groups of relevant, down-funnel digital prospects. – Paula Chiocchi, Outward Media, Inc.
7. Executing Programmatic Advertising Strategies
One of the most effective ways to use AI is in programmatic advertising. Using AI tech, we create highly responsive ads that produce hundreds or thousands of comps, as opposed to only 12 comps if we do it manually. The magic of programmatic advertising is that it allows for our ads to be seen in over 55,000 media networks, and it gets you the best cost for engagement as well as time on site for the lowest price. – Christopher Carr, Farotech
8. Quickly Ideating And Improving Writing
In our increasingly fast-paced digital marketing world, the need to regularly crank out high-quality content is more important than ever if you want to remain competitive. That’s where AI writing tools come into play. Artificial intelligence can’t replace human writers, of course, but it can help writers ideate quickly while improving the structure, syntax and style of their own original ideas. – Adam Binder, Creative Click Media
9. Predicting Shifts In How People Search
We use AI to predict possible search phrases based on past search history. Doing so allowed us to predict a change in how people searched for services offered by one of our biggest clients. Potential clients of their industry changed how they were searching for their services as mobile searches started to take over. This allowed us to pre-produce content for the upcoming phrases—it’s very cool tech. – David Kley, Web Design and Company
10. Customizing Content To Target Prospects
Through AI, companies can connect with their prospects in a much deeper way by leveraging data that is available about them, including their interests, engagement with the brand and more. By targeting specific content to prospects, brands can customize the content on their website and by email so that individuals are receiving exactly the right content at the right time in the buyer’s journey. – Elyse Flynn Meyer, Prism Global Marketing Solutions
11. Providing Accurate Intelligence For Data-Driven Campaigns
AI-based platforms can synthesize vast amounts of data, providing marketers with accurate intelligence about a company’s target audience. Companies can then more easily develop precise, data-driven marketing campaigns. Even better, AI technology can automate the implementation of such strategies. With AI, marketing efforts are more efficient and more personalized. – Tomas Andren, UPRISE Management
12. Serving Up Dynamic Ads To The Right Customers
In the advertising space, Facebook and Google provide robust AI that advertisers can tap into to serve customers dynamic ads based on their intent, online behavior and products viewed. Dynamic ads in Facebook, for instance, require an organized product feed and imagery but rely on the platform algorithms to show the right customer the right product at the right time to drive conversions. – Tucker Matheson, Markacy
13. Implementing Microinteractions
Microinteractions are the future of AI in advertising, and they can be implemented almost everywhere. We’ve played with the checkout experience by serving up a card that gets you more points or the most relevant FAQs based on your product configuration, location or previous purchases. The more micro, the higher the impact. – John Geletka, Geletka+
14. Personalizing Customer Experience With ‘Try Before You Buy’
For brands that require the item to be “worn,” AI engines can help personalize the experience via a “try before you buy.” John Jacobs, an eyewear brand, allows you to do so using AI and facial recognition. This builds customer confidence in the product they’re buying by allowing them to experience the product before purchasing it, all while reducing the return rates for businesses! – Candice Georgiadis, Digital Agency, Inc
15. Identifying Patients’ Problem Areas For Healthcare Clients
We use AI for identifying patients’ problem areas for our healthcare clients. This feature is called “Sentiment Analysis,” and it creates a word cloud based on patient reviews, which helps the healthcare providers understand why they have unhappy patients and where they can improve. Be it their charges or waiting time, they know what exactly to work on to improve their patient experience. – Ajay Prasad, GMR Web Team
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Author: Expert Panel®, Forbes Councils Member
