18 Impressive Examples of AI in Marketing Social Media Strategies Summit Blog

These intelligent solutions often come in the form of Artificial Intelligence (AI) marketing platforms. Through these platforms, marketers can gain a more nuanced, comprehensive understanding of their target audiences. The artificial intelligence-driven insights gathered through this optimization process can then be used to drive conversions, while also easing the workload for marketing teams. NIKE, Inc. is engaged in the designing, marketing, and distributing of athletic footwear, apparel, equipment and accessories, and services for sports and fitness activities. It uses AI to personalize its product recommendations and improve customer engagement.

According to Gartner, those responsible for marketing insights will no longer be as competitive in this changing marketing landscape. The majority of those surveyed by Gartner employ AI solutions in their marketing strategy or are planning to. At the outset of your new marketing program, be sure that your AI marketing platform will not cross the line of acceptable data use in the name of data personalization.

Identifying customers’ likelihood to purchase.

Programmatic platforms leverage machine learning to bid on ad space relevant to target audiences in real-time. The bid is informed by data such as interests, location, purchase history, buyer intent, and more. This enables digital marketing teams to leverage AI marketing to target the right channels at the correct time, for a competitive price. Programmatic buying exemplifies how machine learning can increase marketing flexibility to meet customers as their needs and interests evolve.

In our following conceptual analysis, we examine the ethical principles and controversies related to AI in the marketing context. Artificial intelligence (AI) is (re)shaping strategy, activities, interactions, and relationships in business and specifically in marketing. The drawback of the substantial opportunities AI systems and applications (will) provide in marketing are ethical controversies. Building on the literature on AI ethics, the authors systematically scrutinize the ethical challenges of deploying AI in marketing from a multi-stakeholder perspective. By revealing interdependencies and tensions between ethical principles, the authors shed light on the applicability of a purely principled, deontological approach to AI ethics in marketing. To reconcile some of these tensions and account for the AI-for-social-good perspective, the authors make suggestions of how AI in marketing can be leveraged to promote societal and environmental well-being.

Manufacturer Needed New Customers and Install Base

This is the phase where artificial intelligence and machine learning in particular play a key role. Aiming to fortify its position against competitive threats in the financial services and technology sector, Mastercard Payment Gateway Services (MPGS) integrated Crayon. This is an AI-powered platform designed to provide insights into the strategies and potential threats posed by competitors. This campaign marked Coca-Cola’s entry into a pioneering alliance between Bain & Company and OpenAI, blending Bain’s strategic digital capabilities with the AI expertise of OpenAI.

The tool then utilized algorithms like clusters to analyze vast datasets of customer information. It then identified patterns among customers based on attributes, such as demographics, purchasing behavior, interests, and more. By grouping customers with similar characteristics together, marketers gained valuable insights into their audience segments and could develop targeted marketing strategies. But not only that, we’re in the age of technological innovation, and AI has emerged as a powerful tool for marketers, transforming the way we work. Now, we can automate content generation, gaining precious time and delivering personalized experiences to our target audience.

When marketing experts make up most of your audience, you simply can’t afford to send low-quality communications. Phrasee’s computational linguistics team built language models for eBay, allowing the e-commerce giant to generate custom copy tied to its brand tone, customer needs, and specific promotions at the click of a button. Brands including Domino’s, Yamaha, Subway, and the wedding company Zola already use Personalize to highlight musical instruments and in-store catalogs, deliver ingredient and flavor recommendations, and devise individualized style combinations. Retail giant Alibaba opened a physical “FashionAI” store in Hong Kong to streamline the fashion retail experience through Artificial Intelligence.

Marketing teams can use these insights to deliver the right message in the all-important micro-moments. This has been 6 benefits of using artificial intelligence (AI) in digital marketing strategies. In the technology ethics context, Moor (2005) proposed a tripartite model for understanding technological revolutions that ranges from the introduction and permeation stages to the power stage.

However, it is not unlikely that future (emotionally intelligent) AI systems and applications in service and customer relationship management will encounter moral decisions, ethical issues, or emotionally charged customer interactions. To effectively apply AI in the latter situation necessitates AI systems’ understanding of emotions beyond simple recognition. Until AI systems turn from “psychopaths” recognizing and faking emotions into emotionally intelligent and moral agents, human agency will be crucial (De Bruyn et al., 2020, p. 96). However, the privacy theme in AI and technology ethics regularly emphasizes that infringements of privacy, breaches of data protection, and misuse of data have to be avoided in the adoption of AI and technology. That is, harms and risks in respect to personal data and privacy have to be limited and prevented, which is pivotal to the non-maleficence principle.

For example, AI continuously analyzes the performance of ad placements and adjusts spending in real-time. If one ad isn’t performing as expected, AI can divert funds to more successful campaigns, ensuring that marketing budgets are spent efficiently. Artificial intelligence solutions allow businesses to create automated yet engaging email marketing campaigns while also gaining insights from their email lists.

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