Digital marketers plan to increase their use of artificial intelligence and machine learning for data collection and content creation in the next 12 months.
Digital marketers are increasingly turning to AI, ML and deep learning technologies to improve data collection, analysis, observation and customization, according to a report by Coresight Research and AI-language platform operator Persado.
More than nine in ten businesses plan to use AI or ML to offer customized experiences to customers, with 53.9 percent already deploying this technology.
Digital marketers are using AI in a variety of ways, including as a way to generate and enhance creative content. Through the use of natural language processing (NLP), marketers can use data to select the most appropriate words and phrases.
This can significantly reduce the time spent on email or social marketing, as NLP can be deployed to produce thousands of messages and automate the entire process.
In the study, 72.2 percent of respondents said they are use or plan to use AI for creative content generation in the next 12 months. Only 6.7 percent said they had no plans to use AI.
NLP is also being deployed in newsrooms and for financial reports. In the report, Persado cites German bank Commerzbank’s use of an AI-based language platform to write equity research reports, and The Washington Post’s use of a NLP-tool to write short news stories.
In both cases, executives say the AI helps with the mundane activities and lets employees focus on unique, longer form content.
With the introduction of iOS 14.5’s App Tracking Transparency, the value of first-party data has skyrocketed. Businesses are building out their first-party data collection systems, with 78.2 percent of respondents to the survey stating that first-party data was important for AI marketing success.