Lisa leads marketing at Kaltura. She enjoys finding the right balance between the art and science of marketing.
2023 has been a stellar year for AI innovation, particularly with the rise of generative AI (GenAI) and machine learning (ML), which have been integrated into many industries and business operations .
Marketing is no exception.
AI is already having a measurable impact in my business, improving marketing workflows in areas like content personalization, lead qualification and analytics-based insights, as well as its integration into our products. And we are not alone. HubSpot, Zapier and Salesforce are among the companies integrating AI solutions into their pipelines and products.
But as with any high-impact innovation, many companies are eagerly awaiting what comes next. Based on the research and our experience integrating AI, it’s becoming clearer where and how AI will have the greatest impact on marketing in the coming year.
Adoption of AI in Marketing
OUR end of year report found that 69% of marketing departments have invested in paid subscriptions to AI tools, and 29% plan to subscribe soon. This increase in integration and investment in AI technologies within marketing departments demonstrates how AI is becoming an essential part of modern marketing strategies. Fifty-two percent of marketing and events professionals have already integrated AI into their marketing toolkit, while 36% are experimenting with it.
Despite this positive outlook, perceptions vary among marketers about the value of AI. Many perceive AI as “somewhat useful,” but as marketers increasingly integrate AI into their daily lives, its value will continue to grow. Marketers who use AI most frequently see it as more valuable.
As more companies experiment with AI in their systems and discover effective ways to implement it, I believe its use in marketing strategies – as well as its perceived value – will increase exponentially.
AI in practice
AI will play an increasing role in collecting, automating and processing large amounts of data necessary for in-depth and comprehensive data analysis. The efficiency with which AI can process and analyze documents allows marketers to quickly gather important information and take action on it, from new, targeted content to faster decisions based on it. on the data.
As more companies use AI to drive their data analytics, more of them will make better analytics-based decisions. Resources will shift from data analysis to decision-making, allowing marketers to not only learn from past efforts but also more effectively develop new strategies for the future.
AI’s improvements to data analysis can also lead to a hyper-personalized approach to user interaction, generating better lead generation and better user experiences. With its ability to provide attendee assistance, AI-powered search, and personalized content recommendations based on user feedback, AI allows marketers to best tailor experiences to attendees.
For example, in event marketing, post-event information can be provided more quickly, allowing marketers to follow up with attendees more quickly and in a more personal way. Specifically, AI can monitor participant engagement in real time, providing important insights to marketers on the effectiveness of events as they unfold. This will likely result in more personalized experiences for attendees as well as higher engagement.
Beyond its data-driven value, AI has also become a useful tool for content creation, particularly for the rapid reuse of long documents, videos, or event presentation recordings into reel-to-reel formats. unique, bite-sized content – a process that used to be extremely resource-intensive. time and resources of marketers.
By creating content reels for users, AI’s scalable “reuse” of content can help marketers engage more strategically with prospects and convert them into paying customers.
Challenges and concerns
Despite the incredible potential benefits, marketers also agree that these promising new tools are not without challenges.
Security and privacy are the main challenges of AI.48% of business leaders say their biggest concern about AI is the security and privacy of their data. But as the reliance on AI increases, new systems will develop to ensure that data security actually becomes more robust.
Additionally, marketers are concerned about integrating AI content into existing media. Many, myself included, are curious to see if AI can truly understand and replicate a brand’s unique tone when generating content. To alleviate these concerns, even the most AI-dependent marketers must recognize how important it is to always review and rewrite AI-generated content to ensure it is accurate, matches brand standards and resonates with target audiences.
After all, AI should be used as a content creation tool, not as a complete replacement for human content creators. Recognizing these challenges is the first step to overcoming them.
The change is in AI-r
What we’re seeing in usage is only a fraction of AI’s impending impact. Predictions vary widely about the impact AI will have: some are far-fetched, some are concrete, and many of them haven’t even been thought of yet. But one thing is clear: the only way to harness the potential of AI and learn more about what the future holds is to integrate it into marketing workflows, experiment with its vast capabilities and to modify marketing methodologies as we learn.
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