4 Ways AI Is Going To Revolutionize Your Marketing

As marketers become more adept at using MarTech (a wide range of software tools that enhance marketing campaigns), a lot of attention is focused on better understanding and greater use of artificial intelligence (AI) and generative AI (GenAI) to drive personalization and customer engagement like we’ve never experienced before. Across the board, brands are recognizing the important role AI will play in their marketing and their need to manage this technology across marketing functions.

Gen AI allows marketers to know more, do more, learn more and achieve more through its ability to generate text, images, videos, or other data using generative models, often in response to prompts. Generative AI models learn the patterns and structure of their input training data and then generate new data that has similar characteristics.

With an astounding nearly 60% of marketers reporting AI investments as their priority, the new CMO Intentions 2024 study by the CMO Council and Zeta Global Holdings Corporation highlights the strategies, challenges, and trends that will define marketing success in 2024 and beyond. Here are the key takeaways.

1. Outstanding ROI is Fueling Investment in AI

The greater accuracy and precision that AI and GenAI deliver when it comes to segmenting your target audiences means your content reaches prospects more likely to engage. AI also enables you to automate certain repetitive marketing tasks such as e-mail campaigns, social media posts, and ad placements to free up time for more strategic tasks. This automation also delivers greater consistency across campaigns as well as providing a way to gauge effectiveness so you’re making informed decisions when it comes to your marketing dollars. AI also makes it possible to micro segment, which was cost prohibitive in the past. Micro segmentation is an effective way to drive higher engagement and create brand loyalty.

  • 1 in 3 CMOs said their campaign performance needs improvement.
  • 8% of CMOs reported their campaigns under performed.

2. AI Delivers a Customer-Centric Approach

AI is a powerful tool to create a unified strategic approach to your marketing. It helps you create alignment across all of the functional areas of your business – internally and externally. This maximizes the potential of your MarTech investment while elevating your brand exposure through integrating your online and offline activities so your marketing is more efficient and truly customer centric.

3. AI Data Creates Personalization and Customer Engagement Like Never Before

Understanding your data that you collect on your prospects is the key to personalizing and humanizing customer engagement and therefore increasing sales. AI can analyze vast amounts of data faster and better than a human can. This empowers marketers to gain beneficial insights into their prospects’ journey so they can tailor content accordingly. AI makes it possible to be available to your customers 24/7 with real-time interactions through the use of sophisticated chatbots and virtual assistants. This not only fuels ease of doing business with your brand, but it also delivers a highly personalized experience. GenAI is another tool to create a highly tailored experience by using personalized product and service recommendations that cater to each unique customer. This drives higher engagement and deeper brand loyalty resulting in exceptionally tailored experiences in the shoppers’ journey. According to the CMO Intentions study, nearly early half of the marketing leaders polled see customer data collection and analytics as critical for enhancing engagement.

4. AI Helps Gauge Progress Toward Meeting Revenue Goals 

Today’s marketer has a wealth of information at their disposal to help gauge campaign performance thanks to AI. While 56% of CMOs reported meeting their revenue and customer acquisition/retention goals, the pressure to deliver ROI is ever present. All platforms must be integrated into the IT tech stack, eliminating siloed data ownership so a clear picture of where you are in relation to your revenue goals can be seen and necessary changes can be made. Stroger collaboration across the C-suite has been shown to aide in meeting these goals, with executive buy-in and cross-functional support playing key roles.

Marketers must create a paradigm shift and embrace AI and GenAI if they want to succeed. This study highlights the growing role AI will play in marketing. Marketers need to embrace technology and work toward effective collaboration across functions and make their data work for them so they can deliver unmatched personalization that leads to more sales and greater ROI.