24Aug
AI, or artificial intelligence, is a term that sounds very science fiction. It conjures images of Data from Star Trek, C-3PO from Star Wars, or EDI from Mass Effect. While today’s AI is less powerful (and certainly not self-aware), its applications are still exciting. And in marketing, AI and machine learning are arriving on the scene awfully quickly.
On Tuesday, August 21, Adobe announced that it will soon use Adobe Sensei, the company’s AI and machine learning toolset, in email marketing. Through Adobe Campaign, Sensei will send emails when it deems them most likely to be seen by the receiver. Such a development would increase the efficiency of an already efficient marketing tool and help unlock greater returns on investment.
AI has a multitude of other purposes in marketing as well. It can be used to curate content in the form of email or physical newsletters. It can also be used to handle repetitive and time-intensive tasks that are traditionally done by humans. One example is an AI copywriting tool created by Chinese retailer Alibaba. This tool’s purpose is to create the type of repetitive, slightly unique content descriptions and other retail copywriting that does not require full human input.
In the future, AI could have a hand in personalized content. This is one of the biggest trends in marketing. With no direct input from humans, AI could modify ads for maximum personalization using machine learning and an examination of the same cookies that produce personalized ads already.
Various startups continue to forge ahead with AI incorporation. Earlier this year, French startup Tinyclues, that uses AI to connect products to customers, secured $18 million in Series B investment. The startup claims that customers “have secured an outstanding +49% average increase in campaign revenue.”
Persado is also banking on the importance of AI. The company provides AI-generated marketing language and copy. Now they have leveraged a unique integration with Salesforce to provide marketing language that “increases customer engagement and conversions” to 50 customers.
Artificial intelligence is making a mad dash to the front of marketing tools. For Adobe to double down on AI – being one of the most well-known tech companies to produce software and tech solutions that are indispensable to many industries – is particularly meaningful. Marketing is extremely important, and it only makes sense that marketers look for every advantage they can get. Artificial Intelligence may just be the way of the future.
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