How’s AI Used in Marketing? 6 Impactful Strategies

Artificial intelligence (AI) tools learn from existing writing, images, and videos to understand human behavior. Marketers can use this technology to track customer behavior and create ad campaigns tailored to their needs and interests.

In this article, we’ll explain how AI is used in marketing so you can add it to your own strategy.

6 AI Applications in Marketing

Marketers are using AI for everything from generating ads to solving customer problems. Here are six key ways this tech is reshaping the industry.

1. Content Generation

Without AI, making marketing materials for ad campaigns can be time consuming. For a single product, you may need to write blog articles explaining how it works, make videos about the item to share on social media, and take photos to upload on your website.

AI tools can assist with each step of this process, saving you time so you can work on other parts of the campaign. Captions’ AI Ad Generator, for instance, scans your website for details about your product and creates multiple videos explaining what you’re selling. Each ad features one of our dynamic AI avatars, which you can customize to suit your branding needs.

2. Personalized Recommendations

If you’ve ever logged onto Netflix and had it suggest a movie or TV show you loved, you’ve seen AI recommendations in action. The streaming platform uses data, like your viewing history and genre preferences, to suggest content you might like. This approach makes the browsing experience more personal by tailoring suggestions to your preferences and behaviors.

This tech isn’t limited to streaming services — any brand can use AI to track user preferences to personalize product and content recommendations. 

3. Social Media Listening

AI can monitor customers' feelings about your brand by scanning social media platforms for keywords, mentions, and trending topics. This information indicates whether your current marketing strategy is sending the right message.

Imagine you run a campaign describing your new sustainable packaging materials. If people online are mostly talking about your plastic waste, you’d know not enough viewers are seeing ads about your switch to recycled cardboard. To reach more people, you could tweak your uploading schedule.

4. Automation

Like any job, marketing involves repetitive tasks, such as creating a social media content calendar and uploading posts to multiple platforms. AI can manage many of these responsibilities for you. Captions’ Social Studio is a perfect example of this. Based on your website, the tool automatically generates custom uploading schedules, creates videos from scratch, and posts them across your channels — for a fraction of a social media manager’s salary. 

5. Predictive Analytics

Predictive analytics refers to AI tracking past customer behavior, like previous purchases and clicks, to understand what they’re most likely to interact with in the future. These tools have a wide application in marketing, including:

• Planning social media uploads — AI can analyze social media metrics like comments and shares to see which posts perform the best. Using that information, you can create more content that audiences will enjoy. 
• Forecasting sales — By evaluating previous sales data and customer behavior, AI can predict which products will sell best in the future. This helps brands stock their inventories appropriately.
• Segmenting audiences — These tools can review customer demographics, including location, age, and gender, to understand who’s engaging with which content. Platforms then split these shoppers into smaller groups. With that information, you can create ads targeting specific people.
  

6. Customer Service and Chatbots

AI chatbots address people’s troubleshooting issues and make product recommendations, boosting customer satisfaction by providing quick, 24/7 support. Many website builders include this feature automatically, although you can also build your own custom bot to better address your business’s needs. 

3 Types of AI To Use in Your Marketing Strategy

Here are three key technologies that can increase customer engagement and boost sales. 

1. Machine Learning Algorithms

Machine learning (ML) refers to AI tools that continue to improve without human intervention. These platforms analyze datasets for patterns and use that information to make predictions and generate content.

Marketers use ML to identify the types of content audiences prefer and predict what people will do next. With this information, businesses can adjust their marketing strategies to deliver more personalized ads, improve future campaigns, and increase sales.

2. Natural Language Processing

Natural language processing (NLP) tools specialize in understanding human language. These AI platforms review text from several sources, such as books, articles, and social media, to get a better understanding of how people communicate. 

Text-based AI tools, such as ChatGPT and Google Gemini, use NLP to generate text that sounds close to how a person would write it. NLP also helps AI comprehend prompts, leading to better outputs.

NLP is one of the driving sources behind using AI in marketing — it affects everything from content personalization to chatbot accuracy.

3. Semantic Search

Semantic search uses NLP to understand the meaning behind a search query — not just the words. It prioritizes relevant results over specific keyword matches, which helps people find what they’re searching for more often. 

Say a shopper searches for “top running shoes.” Rather than simply pulling up articles that mention the keyword “running shoes,” semantic search understands that people are looking for a guide comparing multiple brands. Companies can write articles directly addressing this user intent, increasing organic traffic.

Pros and Cons of AI in Marketing

Here’s a quick breakdown of the advantages and disadvantages of using AI in marketing.

Pros

• Tailors content to specific viewers — AI uses customer data to predict what content your audience will like best, ensuring it aligns with their interests and needs.
• Saves time — AI eliminates redundant tasks by automating processes like sorting data and sending emails, so you don’t have to waste time doing them manually. 

Cons

• Can be impersonal — Although AI extensively studies human language and preferences, its outputs don’t always sound as natural or creative as content created by a person.
• May make mistakes — If AI’s reference datasets are biased or inaccurate, the outputs might not be entirely accurate.

The Future of AI in Marketing

AI platforms will only get smarter as they continue to improve through ML algorithms. Below are a few tools affecting the industry: 

• Voice-assisted search — NLP algorithms understand human speech more accurately than before. As this tech improves, people may use voice assistants like Siri and Alexa to find information or shop rather than traditional search engines. To better reach this market, write articles featuring natural language and longer keywords that voice assistants are more likely to search for.
• Augmented reality (AR) — AR allows people to interact with products virtually, letting them engage with new items from the comfort of their homes. Brands like Amazon and Overstock are taking advantage of this by using AR to show shoppers how products will look in their spaces. This drives sales because it makes people more confident that an item fits into their existing decor.
• AI sales assistants — Traditionally, sales associates would need to spend time discussing shoppers’ needs and interests before recommending a product. AI cuts out the middleman, directly tracking your inventory and suggesting new items for people to purchase. Customers can chat with the AI tool from anywhere at any time, letting brands offer 24/7 support.

Improve Your AI Marketing Strategy With Captions

If you’re searching for the best AI tool to improve your advertising strategy, look no further than Captions.

Our Marketing Video Maker saves you hours on the editing process. Simply input your product link into the platform, choose an AI spokesperson to star in your post, and generate. In minutes, you’ll have several video ads that are ready to share across your social media channels.

Make ads at scale with Captions. 

FAQs

How Can AI Help With Marketing? 

AI makes marketing easier by handling tasks like creating content, targeting customers, and automating tasks. It also helps businesses give shoppers personalized recommendations, which makes them more likely to engage.

How Can I Build a Strong Marketing Strategy Using AI? 

To build a strong social media strategy with AI: 

• Analyze audience behavior to identify trends. 
• Use ML to personalize content for specific audiences. 
• Automate content creation and scheduling to save time and boost efficiency. ‍
• Monitor social media performance using AI analytics to refine your strategy and get ahead of the competition.