Artificial Intelligence (AI) is rapidly changing the digital landscape. AI is impacting how marketers strategize content calendars, craft messaging, and disseminate content by allowing a much deeper dive into how data and analytics are collected, analyzed, and applied. This information gives organizations a better idea of how, when, and who is accessing their content. Here are three ways AI is impacting data and analytics:
1. Enhanced Data Analysis and Insights
Because AI can process a large amount of data at rapid speed, marketers can quickly analyze user behaviors, trends, and engagement across platforms. AI can forecast future trends based on historical data. This enables communicators to anticipate audience reactions, optimize campaign timing, and tailor messages to likely outcomes, making communication efforts more proactive rather than reactive.
2. Improved Personalization and Segmentation
AI is able to deliver personalized messaging to highly-specific audience segments. Based on a number of data points, including demographics and online behavior, AI algorithms recommend the most applicable content per individual user and create highly specific audience segments based on a wide range of data points. “AI has become the leading contributor to advertisement personalization. With the help of AI, marketers can improve their working efficiency and increase positive responsiveness by promoting the correct products to customers based on their personal interests” (Zhao et al., 2023). Learn more about personalization and segmentation with AI.
3. Real-Time Analytics and Reporting
From instant feedback loops to automated reporting, AI-driven analytics tools provide rapid-fire insights into campaign performance. This pinpoint data is attributed to high-tech advancements, such as geo-located real-time event data (Bhatt, P. & Jadhav, A., 2022). Marketers are able to quickly see which messages resonate with users and adjust accordingly to improve optimization and conversions.
These are just three of the numerous ways AI empowers marketers to reach the right audience through more precise and insightful tools. However, with new technology comes advanced literacy. Marketers must continuously gain new knowledge and skills in AI data and ethical ways to utilize these technologies responsibly. “This paradigm shift will take some time for employees to acclimate to hence, establishing an AI-ready environment should be the focus from the start. This might also necessitate investment in employee training, particularly for mid-level managers, on how to use data-driven AI insights for decision-making” (Bhatt, P. & Jadhav, A., 2022). Mandatory training for marketers and analysts on new AI technologies is paramount for organizations to keep pace with and surpass competitors.
Sources:
Zhao, Y., Laorga, F., & Russo, M. (2023, May 11). 5 ways AI is Changing Marketing. AI Time Journal - Artificial Intelligence, Automation, Work and Business. https://www.aitimejournal.com/5-ways-ai-is-changing-marketing/
Pathak, P., Bhatt, V., & Jadhav, A. (2022). Impact of Artificial Intelligence: Applications, Transformation Strategy and Future Potential. 2022 International Conference on Data Analytics for Business and Industry (ICDABI), Data Analytics for Business and Industry (ICDABI), 2022 International Conference On, 239–244. https://doi-org.ezproxy.snhu.edu/10.1109/ICDABI56818.2022.10041498