Andrew Boni, the CEO of Iterable, discusses the rising importance of AI in modern marketing in a recent report. The study shows that 98% of marketers are already using AI tools such as ChatGPT, with 64% considering them crucial to their success in the next year. As AI continues to transform the industry, marketers will need to carefully navigate the complexities of adoption to unlock its full potential.
One of the key benefits of AI in marketing is its ability to personalize messaging content, images, timing, and channels based on individual preferences. This goes beyond simple personalization, allowing for true individualization and a better overall consumer experience. By leveraging AI data, marketers can determine the best time and channel to deliver messages, providing more relevant and useful content to consumers amidst the daily noise of business communications.
Building trust through transparency is crucial when using AI tools in marketing. Ensuring visibility into the rationale behind AI recommendations helps to drive adoption and build trust with users. Providing insights into why a specific recommendation was made or why a certain product was recommended can help marketers understand and leverage the power of AI more effectively.
The success of AI models relies heavily on the quality of data used to train them. Without rich, diverse, and reliable customer data, even the most advanced AI systems will struggle to generate meaningful insights and recommendations. By investing in data integration and management processes to centralize and standardize customer data, marketers can create a solid foundation for AI to work effectively, leading to more accurate predictions and personalized interactions.
AI in marketing is part of a transformative technological revolution that has the potential to change how businesses engage with customers. Just as the iPhone revolutionized communication and entertainment when it was unveiled in 2007, AI is opening up new possibilities in marketing that were unimaginable just a year ago. Embracing this technology will position businesses to thrive and adapt to the changing landscape of customer engagement in the years to come.
Overall, AI is proving to be a valuable tool for marketers, providing the ability to personalize messaging, build transparency and trust, and leverage high-quality data for more accurate insights. As the industry continues to evolve, those who embrace AI technology will be well-positioned to succeed and drive growth in the competitive landscape of modern marketing.
