Artificial Intelligence in Marketing: 7 Key Ideas for Success

Contents:

• Artificial Intelligence: A Revolution in Marketing
• Artificial Intelligence in Content Creation: News and Product Cards
• How Artificial Intelligence Increases Conversion: Personalized Offers
• Virtual Assistants and Chatbots: A New Level of Automation of Communication with Clients
• AI in Advertising: Automation and Optimization of Advertising Campaigns
• Application of Artificial Intelligence: From Real Estate Appraisal to Clothing Analysis
• The Future of Artificial Intelligence in Marketing
• Additional Resources on Artificial Intelligence

Artificial Intelligence: A Marketing Revolution

Artificial intelligence (AI) is a revolutionary technology that enables computer programs to learn, make decisions, and perform tasks similar to humans. In marketing, AI opens up new opportunities, helping companies optimize processes and increase profits. Key applications of AI include machine learning, natural language processing, computer vision, and robotics. Using AI in marketing enables more precise audience targeting, automation of routine tasks, and improved user experience, which ultimately leads to increased business efficiency.

Artificial intelligence is divided into two main types: weak and strong. Weak AI is already finding widespread application in various industries, including marketing, finance, and medicine. It is capable of performing specific tasks, such as data analysis, process automation, and personalization of user experiences. In contrast, strong AI, which resembles human intelligence and can perform any task, remains in the research and development phase. The future of strong AI promises significant changes in technology and society as a whole. Developed many years ago, weak AI is a system focused on solving specific problems. It can effectively process images, engage in dialogue with users, and provide personalized recommendations. Although weak AI surpasses humans in speed and task efficiency, it lacks the ability to independently learn in new areas. For example, a program designed to analyze photographs cannot automatically translate text from one language to another. Weak AI remains limited in its capabilities and is not capable of generalizing knowledge or adapting to new contexts. Strong artificial intelligence has the ability to make decisions in non-standard situations. It can generate unique content based on previously unprocessed data. This opens up new horizons for creativity and innovation, enabling the use of AI in various fields, such as marketing, journalism, and software development. As a result, strong AI becomes a powerful tool for creating original content and solving complex problems.

According to Gartner, from 2015 to 2019, there was a significant increase in the use of artificial intelligence (AI) in the enterprise sector, increasing by 270%. 37% of CIOs reported implementing AI in their organizations, demonstrating the growing influence and significance of this technology in modern business. The implementation of AI allows companies to optimize processes, improve decision-making, and increase competitiveness in the market.

Artificial intelligence in marketing serves two main functions: process optimization and improving customer interactions. By analyzing large volumes of data, AI can identify trends and audience preferences, which allows for the creation of more personalized offers. It also automates routine tasks, such as processing applications or managing advertising campaigns, which significantly saves time and resources. As a result, companies are able to respond faster to market changes and improve the effectiveness of their marketing strategies. The use of artificial intelligence is becoming an essential element for successful competition in modern business.

• Cost reduction: the implementation of AI, for example, in the form of chatbots, allows you to reduce the number of employees needed to handle customer requests.
• Increased efficiency: AI is able to analyze huge amounts of data and generate hypotheses for personalizing content with greater accuracy and speed than a person can.

In the next section, we will analyze in detail the marketing industries in which artificial intelligence is already actively used to achieve high results.

Artificial intelligence in content creation: news and product cards

Artificial intelligence (AI) is becoming a key tool in content creation, which allows you to significantly reduce the costs of its production. Modern AI systems are capable of generating texts based on extensive databases and analyzing similar materials. These technologies not only suggest topics for copywriters but can also compile reports and drafts. The use of AI in content marketing opens up new opportunities for streamlining processes, improving the quality and speed of content creation. By using AI, companies can improve their competitiveness and adapt to a rapidly changing information landscape.

Since 2016, The Washington Post has been actively using Heliograf technology, a semi-automated system that significantly simplifies the process of collecting and publishing news. Heliograf was initially developed for covering the Olympic Games, where journalists created templates, and artificial intelligence automatically populated them with relevant information immediately after the sporting events. This system accelerates journalists' work and ensures the prompt delivery of news content, which is especially important in a rapidly changing information landscape.

Over time, Heliograf has significantly expanded its capabilities, becoming a tool for creating a variety of templated news, including analytical materials. The editorial team develops templates and identifies keywords in advance, while artificial intelligence automatically inserts the necessary data, generating a finished text in just 30 seconds. This approach significantly accelerates the information production process and increases its efficiency. Heliograf demonstrates how modern technologies can optimize content creation and adapt to various news formats and topics. Alibaba Group demonstrates an interesting example of using artificial intelligence in copywriting, replacing some of its employees with AI. The developed system is capable of generating up to 20,000 lines of text per second. The artificial intelligence was trained on a million human-written texts, allowing sellers to simply insert a link to a product and select a description style. As a result, the bot automatically creates text based on the product's characteristics. Currently, this feature is only available in Chinese, highlighting the potential of AI to streamline content management processes in e-commerce.

Artificial intelligence is highly effective at creating short texts, but editing is still necessary for writing longer articles. While AI cannot completely replace experienced journalists, it can significantly simplify and speed up the content creation process, reducing the amount of manual work. AI can also analyze existing content and offer relevant solutions for its improvement.

Artificial intelligence is highly effective not only in processing text information, but also in working with images and videos. In particular, on the Odnoklassniki social network, AI automatically generates congratulatory videos for users. The Social Network Analysis algorithm analyzes user behavior, identifying 3-5 accounts with which a person interacts most actively. Based on this information, personalized content is created, significantly increasing user engagement and improving their online experience.

Postoplan co-founder and development director Ekaterina Sukhenko emphasizes that their service effectively uses artificial intelligence to analyze competitors' posts and identify trending topics. Furthermore, thanks to AI, users can remove backgrounds from photos directly in the app, without the need for third-party editors. This significantly simplifies the content preparation process and makes it more accessible to all users.

Small and medium-sized businesses can effectively use artificial intelligence (AI) today. While many AI implementation examples focus on large corporations with significant investments, companies of all sizes can find affordable AI solutions to suit their needs. A variety of AI applications for content creation exist that can help streamline processes, improve customer engagement, and increase competitiveness. AI-powered tools can automate routine tasks, analyze data, and generate unique content, allowing SMBs to focus on strategy and business development. Thus, the use of AI is not only accessible but also essential for successful business in the modern world.

AI copywriting from Sber AI and CopyMonkey.ai can create product descriptions based on specified characteristics, although Skillbox Media experts point out the need for further development of this tool. Synthesia offers the ability to generate videos in more than 50 languages, and Articolo focuses on creating texts in English, based on a given topic or rewriting source materials. However, it is important to keep in mind that not every task can be solved using available applications, and many of them may not support the Russian language, which limits their use for Russian-speaking users.

How Artificial Intelligence Increases Conversion: Personalized Offers

Modern technologies based on artificial intelligence (AI) play an important role in marketing, providing a significant increase in conversion thanks to personalized offers. AI effectively analyzes user preferences, which allows it to generate recommendations and tailor content to their interests. Using artificial intelligence in marketing strategies helps companies better understand their audience, optimize advertising campaigns, and improve customer satisfaction. This, in turn, drives sales growth and strengthens the brand in a competitive market. Integrating AI into marketing not only improves customer engagement but also creates opportunities for more precise targeting and data analysis, making businesses more efficient. Recommendation systems play a key role on popular platforms such as social media and online stores, analyzing user behavior to improve the user experience. Yandex.Music creates personalized playlists that take listeners' preferences into account, while online retailer SimpleWine uses a personalized approach, customizing website pages according to user interests. Such systems not only improve customer satisfaction but also drive sales and engagement across platforms.

The implementation of artificial intelligence (AI) in advertising campaigns has demonstrated high effectiveness. For example, at VTB Bank, the AI ​​system analyzed user affiliation with various groups, which contributed to a 50% increase in ad click-through rates. Conversion rates also reached 6%. Using AI allows for the optimization of advertising strategies, improving targeting and increasing return on investment.

Alexey Romanov, Senior Data Scientist at Grid Dynamics, spoke about the successful implementation of a recommendation system at the Masy's online store. This solution increased conversion by 11%, bringing the company an additional $28 million annually. The implementation of technologies such as recommendation systems plays a key role in optimizing business processes and increasing online store profitability, as demonstrated by this case study.

Alexey Khizhov, CEO of RTB House in Russia, shared information about the company's key development – ​​Full-Funnel Marketing Solutions. This innovative system processes up to 240 trillion operations per second, ensuring the selection of the most relevant content and communication channels for each user. Full-Funnel Marketing Solutions helps optimize marketing strategies, improving customer engagement at all stages of the sales funnel.

Modern businesses can take advantage of a variety of AI-powered personalization solutions that span various types of communications and economic sectors. For example, the Dynamic Yield platform provides the ability to personalize email newsletters, product recommendations, and content in mobile apps. These tools help improve customer engagement, increasing customer satisfaction and brand loyalty. AI-powered personalization allows companies to more effectively segment audiences and tailor offers, which in turn leads to increased conversions and revenue growth.

Marketing automation platforms like Mindbox play a key role in effectively managing user data. They aggregate information in one place and integrate various communication channels. This allows marketers to independently create and send personalized messages via SMS, email, and website pop-ups, without the need for programmers. Using such platforms significantly increases the effectiveness of marketing campaigns and improves customer engagement.

To increase the effectiveness of communications using artificial intelligence, resource integration is essential. Such platforms are most often used by large companies, demonstrating their importance and effectiveness in modern business. AI integration helps optimize processes, improve customer engagement, and increase overall productivity. In a rapidly evolving market, leveraging cutting-edge technologies is becoming essential for achieving competitive advantage.

Virtual Assistants and Chatbots: A New Level of Automation in Customer Communication

In recent years, artificial intelligence (AI) has become a key component in the development of virtual assistants and chatbots that can handle customer inquiries in real time. These technologies enable multiple simultaneous conversations, significantly speeding up the interaction process compared to traditional operators. AI-powered chatbots are capable of solving more complex problems than simple linear algorithms, making them more effective in customer service and improving the quality of interaction. The introduction of AI in customer service opens up new horizons for businesses, allowing them to optimize processes and improve user experience.

Nikita Morozov, Marketing Director at Cleverbots, emphasizes the importance of using artificial intelligence to process natural language in situations requiring consultations across various scenarios. He notes that the effectiveness of AI investments is closely linked to the number of clients: an increase in the number of users contributes to a faster return on investment. Therefore, implementing AI solutions into business processes can significantly increase financial returns and improve customer service.

Sber has implemented an innovative bot capable of transcribing speech and identifying the subject of inquiries. It automatically selects the appropriate scenario to resolve the issue. If the bot cannot understand the request, it redirects it to a specialist. This innovation has increased the speed of inquiries by 3%. Thus, Sber continues to improve customer service and optimize work processes.

Russian Post's voice assistant uses Yandex SpeechKit technology to convert text to speech, enabling it to respond to inquiries with intonation close to human. The implementation of this bot significantly increased the level of automation of parcel tracking by 65%, resulting in savings of 9.5 million rubles from June to December 2020. Using modern technologies in customer support improves service quality and reduces costs.

MegaFon actively uses artificial intelligence to optimize offers and manage outgoing communications. Voice robots, trained on real operator calls, are able to understand complex customer queries, including requests for a callback. These technologies allow automatic connection with the customer at a predetermined time, significantly increasing service efficiency and improving the customer experience.

Ilya Smirnov, Head of Data Science at Usetech, discusses the development of a chatbot for an insurance company. This bot successfully processes 30% of requests without human intervention, and 35% of requests require only confirmation. Thanks to the chatbot, request processing time has been significantly reduced – from several hours to just 10-15 minutes. This solution not only increased efficiency but also improved customer service.

Virtual avatars are an exciting application of artificial intelligence. Kristina Shumskaya, CEO of Black VR, emphasizes that modern 3D models can accurately reproduce human facial expressions and emotions. This achievement opens up new possibilities for customer interaction, allowing for a more personalized and effective communication experience. The use of virtual avatars can significantly increase user engagement and improve service quality.

Artificial intelligence is currently successfully performing standard tasks, but human intervention is still necessary for more complex requests. Given the rapid advancement of technology, it can be assumed that virtual assistants will be able to completely replace human labor in customer service in the future. This opens new horizons for increasing efficiency and optimizing processes, but also raises questions about the future of the human role in this sector.

Some argue that implementing artificial intelligence in small and medium-sized businesses may be impractical. Kapiton Smirnov, CEO of Popmechanic, emphasizes that AI is primarily aimed at large corporations such as Apple and Yandex. However, when launching a project, it is critical to develop a minimum viable product (MVP) and gradually refine it. The use of AI in small and medium-sized businesses can lead to improved efficiency, process optimization, and increased competitiveness. It is important to view AI as a tool that can be adapted to business needs, rather than as an exclusive solution for large players.

There are two main ways to implement AI-powered chatbots in business. The first approach is to use ready-made builders, such as Pipe.bot and SAP Conversational AI, which offer convenient tools for creating chatbots without the need for programming. The second approach involves engaging professional developers to create a unique solution tailored to specific business needs. Both options have their advantages and can significantly improve customer interactions, streamlining business processes and improving service levels.

Marketers' opinions on website builders are divided. In practice, an effective AI assistant often requires developer support to achieve high-quality results. It is important to note that while builders offer numerous options for content creation, their use in conjunction with professional expertise can significantly improve the efficiency and quality of the final product.

Various speech creation and recognition services are available on the market, including Yandex SpeechKit. Successfully integrating these technologies into voice assistants will require a team of programmers with the appropriate skills. This will ensure effective interaction of users with voice interfaces and improve the quality of service.

AI in Advertising: Automation and Optimization of Advertising Campaigns

Artificial intelligence (AI) is radically transforming advertising, increasing its effectiveness and targeting. Large companies such as Google, Facebook, and Yandex are actively implementing AI in advertising campaign management, which allows them to achieve significantly better results. The use of AI in advertising makes it possible to analyze huge volumes of data, optimize targeting, and predict user behavior, which in turn helps increase conversions and reduce advertising costs. Thus, AI is becoming an integral part of the modern advertising process, ensuring more accurate and effective interaction with the audience.

One of the key achievements in AI advertising over the past year was the launch of Google Performance Max. This innovative system, using artificial intelligence, optimizes ad management across all Google platforms. Users simply provide creative materials and set target audience parameters for the system to effectively customize and deploy ads. Google Performance Max analyzes user data and their behavior, enabling better results and increased ROI.

The algorithm automatically generates creatives, selects the most effective ones, optimizes the advertising budget, adjusts delivery times, and determines the target audience. For a deeper understanding of pMax functionality, we recommend reading the full manual, which presents all the capabilities of this tool.

Google uses artificial intelligence not only in online advertising but also for offline promotion. Noel Paasch, Creative Director of Google Unskippable Labs, demonstrated an interesting case study of outdoor advertising in London. This example illustrates how AI can optimize advertising campaigns, improving audience engagement and increasing the effectiveness of advertising materials. Using artificial intelligence technologies in offline advertising opens up new opportunities for brands, allowing them to more accurately target audiences and adapt their messages depending on the context.

The Google Outside campaign, aimed at supporting Google search, covered 160 advertising structures across the city. The advertising banners provided passersby with up-to-date information about nearby routes, events, and leisure ideas. Banner content adapted based on the time of day, weather conditions, and current news, increasing ad relevance. This innovative strategy effectively engages with audiences, improving user experience and driving engagement with Google services.

According to the study, 81% of passersby who saw this advertising campaign recognized Google as the most innovative brand. One in five respondents installed the Google Search app on their mobile device. This confirms the campaign's high effectiveness and the strong influence of the Google brand on users.

The communications holding Dentsu encountered an interesting case involving the use of a model from Owox BI. This model estimates the purchase likelihood of each website visitor by analyzing user behavior, CRM data, and anonymized data. This approach significantly increases the effectiveness of advertising campaigns, as evidenced by a 2.2-fold increase in ROI. Using advanced analytics tools like the Owox BI model facilitates more precise targeting and increases conversions, which are key factors for successful marketing in the digital age. The implementation of artificial intelligence in business opens new horizons for optimizing advertising processes. Advertising platforms like Google, Yandex, and Facebook offer numerous opportunities for using AI in marketing strategies. The key is properly setting up advertising campaigns to achieve maximum ROI. Skillbox Media offers a detailed guide to Google Performance Max, which will help you understand this system and harness its benefits. This resource will be a useful tool for all advertisers seeking to improve their campaign results using artificial intelligence technologies. For effective advertising management, it is important to use specialized tools like Alytics. This service automates contextual advertising management in Yandex.Direct and Google Ads, significantly simplifying advertisers' work. Alytics offers analytics and optimization features that help improve the effectiveness of advertising campaigns and reduce costs. Using these tools not only helps optimize costs but also improve advertising results, ensuring maximum return on investment.

Applications of Artificial Intelligence: From Real Estate Appraisal to Clothing Analysis

Artificial intelligence (AI) is actively used in various industries, including image processing, financial management, and business process optimization. We conducted a study among entrepreneurs, marketers, and developers to identify the most effective AI tools that can significantly improve business results and increase competitiveness. These innovative solutions help automate routine tasks, analyze large volumes of data, and make more informed decisions, making them indispensable in modern business.

Reducing the cost of legal services became possible thanks to the implementation of artificial intelligence in the Technology and Business group of companies. CEO Andrey Melkov reported that before using AI, the company employed 30 people, but now their number has been reduced to five. This improvement has significantly accelerated the workflow: the algorithm can recognize 95% of information, allowing lawyers to focus on the most important document review and legal compliance. Using AI in legal practice not only reduces costs but also increases efficiency, allowing companies to optimize their resources and improve customer service. Customer flow analysis in offline stores is becoming increasingly important. Modern systems using artificial intelligence effectively analyze traffic in physical stores. According to Zaur Abutalimov, Product Director at Ivideon, such technologies automatically integrate with CRM systems. This allows not only to track the number of repeat purchases but also to determine the age and gender of customers. This data, in turn, contributes to increased conversion and an improved customer experience. Intuitive data-driven solutions help stores tailor their offerings to customer needs and optimize marketing strategies. Optimizing contractor costs is a key task for companies. DomClick has implemented an automated real estate appraisal system, significantly simplifying the process. Previously, this task was performed by contractors, but now it is performed using computer algorithms. These algorithms analyze data from listings and mortgage transactions, allowing the company to save up to 15 million rubles annually. Furthermore, the share of automatically approved applications has increased by 8%, demonstrating increased efficiency and improved customer service. Automated real estate appraisals not only reduce costs but also speed up the process, which in turn positively impacts the company's business performance. Geoplatforms for market analysis. VTB, in partnership with Rostelecom, has created a geoplatform that allows forecasting demand and customer flows in specific locations. This solution facilitates informed decisions about the placement of new retail outlets and offices, a key element of strategic business planning. Using a geographic platform improves market analysis and helps companies more effectively adapt to changes in consumer preferences and the competitive landscape. Online store analytics is becoming increasingly important for improving sales efficiency. The diVision system, developed by Expasoft, uses artificial intelligence to recognize clothing items in photographs. According to CEO Vladimir Dyubanov, this tool automatically assigns tags that describe items by characteristics such as material and color. This significantly simplifies the search process for users and improves the quality of personalized recommendations. Using image recognition technology allows online stores to improve customer experience and increase conversion. The technology recognizes over 100 tags and 2,500 colors, significantly expanding product search capabilities and allowing for customization according to customer preferences. This ensures more accurate results and improves the user experience, allowing everyone to find exactly what they are looking for.

The Future of Artificial Intelligence in Marketing

Artificial intelligence (AI) is playing an important role in marketing for both large corporations and small businesses. Large companies have the resources to create their own AI solutions, allowing them to tailor the technology to their specific needs. At the same time, small businesses can use accessible no-code platforms, making it much easier to integrate AI into their business processes and marketing strategies. This creates a level playing field for all market participants, allowing small companies to compete effectively and improve their competitiveness using modern technologies.

According to Alexey Sergeev, Senior Manager of the Applied Intelligence Practice at Accenture in Russia, small and medium-sized businesses are not yet as actively implementing artificial intelligence as large brands. Sergeeva emphasizes the importance of small companies being proactive and actively exploring the opportunities offered by AI. Implementing AI technologies can significantly improve the efficiency of business processes, enhance customer engagement, and create a competitive advantage. Small and medium-sized businesses should recognize the potential of AI and begin to leverage it to optimize operations and increase profitability. There are many proven tools already successfully used by large companies. These solutions avoid lengthy testing cycles and can be implemented within a clear timeframe and budget. Experts emphasize that such tools are effective and reliable for businesses, ensuring a rapid transition to results. As technology advances, AI will increasingly perform routine tasks, but it is unlikely to completely replace human labor in the near future. Artificial intelligence should be viewed as a powerful tool for testing hypotheses and increasing the effectiveness of marketing investments. According to Noel Paasch, Creative Director of Google Unskippable Labs, AI can improve processes and free up time for more creative and strategic tasks. The implementation of AI in business processes can lead to a significant increase in productivity and resource optimization.

Alexey Sergeev argues that artificial intelligence will likely improve employee efficiency. However, the impact of AI on the number of jobs remains questionable. As technology develops, employers will strive to find more qualified specialists. "Today, applicants for the position of "marketing analyst" are not rejected due to a lack of Python skills, but it is only a matter of time," he emphasizes. This underscores the need for employees to adapt to new market demands and continuously improve their skills.

Additional Resources on Artificial Intelligence

For a deeper understanding of how artificial intelligence is transforming business and work processes, we recommend studying materials from Skillbox Media. These resources will help you understand how modern technologies impact various aspects of business, including process optimization, increased efficiency, and the implementation of innovative solutions. The use of artificial intelligence opens up new opportunities for companies, allowing them to remain competitive in the marketplace. Explore these resources to stay up-to-date on the latest trends and practices in AI application in business.

• Artificial Intelligence in Business: Why is it Needed and Who Can Afford It?
• How AI is Changing Office Work: Will Accountants, HR Managers, and Marketers Disappear? An overview of possible changes in the labor market.
• A global understanding of AI: how GLOM, a discovery by a scientist ahead of its time, is changing the perception of technology.
• A complete guide to chatbots: when AI is needed, and when simple assistants will do.