Artificial intelligence is evolving at a lightning pace and every player in the marketing industry should be prepared for what it may bring in the future and for what is already being used.

AI and machine learning are currently being used to create content, which allows you to greatly increase the visibility of your website on the web. Artificial intelligence is also used in direct customer service in the form of, for example, chatbots. Learn about the benefits of AI and how you can best use it to achieve your marketing goals.

Artificial intelligence can be used in many different areas of marketing. Currently, these are the most common applications such as:

• chatbots – are a very convenient tool for communicating with customers. It conducts calls at any time of the day or night. The speed of response is something that customers highly value – if they do not receive it immediately, the chance that they will use the services of a competitor increases. Of course, currently bots answer a standard question that can be predicted in advance, but this is still being developed and perhaps soon they will achieve greater capabilities;
• creating content – copywriting – here there is a very rapid development. Still, the texts generated by, for example, ChatGPT are not perfect, but after minor corrections they can be successfully used and this is happening more and more often;
• creating content – generating graphics – similarly to creating texts, images generated by AI algorithms are created. Here, human intervention consists in providing the appropriate parameters and choosing from several possibilities the image that best suits what was to be achieved;
• predictive analysis – if you want to check whether new ideas are applicable, you can use AI to check how people will react to a new offer, new prices or new graphics. This allows you to try new solutions at an early stage without incurring significant costs, and it also means a huge acceleration of such processes. Without such analysis, Google Ads, Meta Ads or TikTok Ads would not be as effective. Most recipients would simply ignore them as completely useless to them. Displaying them to people who have been selected by AI as those potentially interested in a given topic significantly increases their conversion rate;
• customer segmentation – this is a very useful way of dividing customers into groups that should be addressed with a different type of message, other offers or to be contacted at different times. AI makes it much easier to assign customers to the right segments.

The benefits of using AI in SEO are huge, it allows you to create much more content, better suited to each customer segment previously created by the algorithm. With the current amount of data, there is no other way to do it. And even simple changes, such as sending e-mails with offers at different times to customers when they like to, for example, shop, can significantly increase their effectiveness. The use of content generation allows for great savings. SEO texts are created quite slowly and require the copywriter to become familiar with the subject. The algorithm will do it much faster, creating texts almost in bulk and immediately including in them what is most often searched by Internet users. Some analyses say that in a moment most of the content posted on the web will be generated by artificial intelligence algorithms.

The rapid development of AI will certainly mean its increasing use for marketing activities. Currently, when analyzing and creating advertising campaigns and content, it is still more of a way to speed up the work of experienced professionals. However, the next installments of it may take over this role completely. In such a situation, the algorithms will create the content themselves, then check how it works based on the collected data and then make corrections to it. This can significantly speed up the entire process and increase its efficiency. Of course, the mass availability of such tools can lead to such a flood of information that they will cease to be effective. Legal action by individual countries or the EU to limit this is also possible. what can be processed and collected about each client – although in the AI era, it may not always be obvious what data about us self-learning algorithms will use. The future cannot be accurately predicted. Currently, the use of artificial intelligence techniques in marketing gives a great advantage and reduces the costs of such activities.