How Artificial Intelligence Is Revolutionizing Digital Marketing

AI is the acronym that identifies the concept and technology called Artificial Intelligence, i.e. the ability of any technological system to perform specific activities, given tasks or to solve certain problems.

If we were to speak generically of Artificial Intelligence we would have to go into very specific and diversified and even complex areas today, since this technology can be applied across all sectors. And it is precisely on the basis of the latter concept that we intend to show you how AI is literally changing the rules of Digital Marketing.

Together with Machine Learning, i.e. machine learning (which is not a branch of AI itself), Artificial Intelligence is one of the axes in the sleeve not only of future marketing, but even of the present one. At the base there is of course the ever more widespread and advanced ability of interaction of the machines with the environment that surrounds them (including human beings) and the subsequent processing of the data collected , then used to respond intelligently to specific tasks.

The digital transformation that is so much talked about is massively based on Artificial Intelligence, since there are more and more brands and companies that exploit the data collected by the machines to formulate ad hoc digital marketing strategies, increasingly calibrated, customized and customer- centric, so as to optimize not only the ROI, but also to increase the satisfaction of customers who have now reached the maximum of their needs.

Not only that: Artificial Intelligence also allows marketers to carry out predictive analyzes based on the processing and analysis of real data and, consequently, to define preventive actions that allow companies to overcome and anticipate competitors, predict and respond to customer needs , intercept potential leads, retain existing users and so on.

In essence, therefore, as regards digital marketing, Artificial Intelligence allows a level of interaction with users so far inconceivable, and consequently accelerates the evolution of the so-called multichannel creative marketing.

The User Experience itself is based on the goal of humanizing the objective data received from the machines – or the intelligent behavior of specific technologies – and transforming them into a point of contact between the brand and its target audience. A practical example? The chatboxes, designed to encourage interaction with users according to increasingly smart metrics and methods, and now capable of entertaining a human being and conversing with him, no longer limited to the mere provision of information.

In practice, chatboxes are programmed to interact with the user on the basis of the data that this communicates to them, and it is estimated that the evolution of this technology will soon lead to parameters such as touch functions, voice recognition and facial recognition. The goal remains the same: to encourage and maintain a positive interaction with the user and to acquire the behavior data, very precious for companies especially for corporate & event photography sector.

In general, Artificial Intelligence can and must be considered one of the most important new technologies among those that are calling into question the old business models of companies and, consequently, end up opening the door not only to new skills , but also to increasingly evolved and omnichannel digital strategies . The analysis and the targeted study of the advertising campaign planning processes is only one of the possible outcomes of this new trend: the simulation of human learning that underlies the AI ​​will also allow the construction of static models on which to predict behaviors and interact with users, in the so-called Predictive Marketing, which is based precisely on predictions based on probability.

How many companies are really ready for this kind of revolution, both in terms of technologies, soft skills and forma mentis, is yet to be discovered.