Global giants are increasingly eager to use artificial intelligence. AI can save time and expenses, plus make tasks easier for employees. Skillfully used AI, opens up new opportunities for the company. The use of artificial intelligence in marketing can provide many benefits and encourage new customers to take advantage of the offer. Find out what is the best use of AI in creating a marketing campaign, and what mistakes to avoid so that the ads produce the right results.
Why is artificial intelligence increasingly being used in marketing?
You certainly don’t like doing things that take a lot of time. Sometimes you need a helper to tell you how to get things done or to bail you out. Artificial intelligence has great potential and makes everyday tasks easier. Of course, AI won’t replace humans (for now), but it can change the way you create marketing campaigns.
In which activities does it make sense to use AI?
Want to create the perfect campaign using artificial intelligence? It is possible! Here’s a list of marketing activities for which AI is most commonly used:
Helping to set goals and the entire campaign plan
Not sure where to start with your marketing campaign? Have doubts about whether your goal is realistic? Artificial intelligence can help you determine your campaign strategy, as well as suggest whether your ideas are likely to appeal to your audience. With the right amount of data, AI will even allow you to predict trends and help create a schedule for creating ads that will set your company apart from the competition.
Content creation
Having trouble tailoring your ad campaign to your audience? Ask AI to write catchy advertising slogans! Want to start a company blog, but don’t know where to start? Artificial intelligence will create headlines or entire articles that you can publish. What’s more, having information about the audience, AI can personalize content and suggest specific goods to customers. Machine learning algorithms can analyze customer actions in real time and tailor recommendations based on that. For example, iPresso’s recommendation frames can be integrated with Vertex AI. This way, the artificial intelligence will suggest products to customers based on their activity on the site and recently purchased items.
Generating images
Artificial intelligence is useful for creating graphics that can be used for inspiration. The generated images are very realistic, so they can successfully replace real photos. In addition, you can ask AI to create images in a variety of styles, even inspired by cartoons or referencing comic books. AI is already assisting campaigns of well-known companies with their graphics. For example, in March 2024, colorful Easter graphics used in the campaign of the Delikatesy Centrum chain were created using artificial intelligence.
Translations
Artificial intelligence is helpful when running a multi-channel campaign in different languages. Translating long texts in a translator can take a lot of time, let alone outsourcing it to a professional translator. AI can translate not only text, but also documents or audio recordings.
Personalization based on location
Would you be interested in an ad for a store that is located in Liverpool, but you live in London? Probably not, but what if in the same ad, instead of Liverpool, you inserted any city name? Artificial intelligence can use geolocation and personalize the content so that the customer hears or sees the name of an establishment that is not far from his place of residence. Don’t have an idea for this use of AI? Take inspiration from a campaign by the Bank of Polish Cooperative Society Group (BPS), where several hundred video advertising spots were created depending on which branch the customer lives next to.
Analyze the results
Want to create a campaign based on previous ones, but are not familiar with data analysis and don’t know what should be improved? AI will be happy to help you generate clear charts based on the data you provide, and you’ll know which elements didn’t work in previous ads. AI can also easily summarize what are the most common traits in your customers, which will come in handy when creating campaigns.
When can artificial intelligence harm instead of help?
Remember that AI doesn’t always know what you mean. Additionally, AI can make mistakes, and its mistakes will reflect on your campaigns. These mistakes should be paid special attention to:
Text generation without source analysis and correctness
Artificial intelligence takes data from many sources. You have to remember that not all the information will always be correct. Sometimes even AI can write sentences that are mutually exclusive, because it will create them based on different texts and will not realize that one phenomenon will not work with the other.
Different results when calculating
With artificial intelligence, it is better not to learn math. Although it can generate fast marketing calculations correctly, but with a large data set and many complicated mathematical formulas, some AI models simply get lost and give a different result every time. Newer AI models are much better at performing calculations and solving puzzles, but they are still far from perfect.
Getting lost in an overly complicated command
Artificial intelligence likes simple and specific questions. Without a short, correctly worded command, you can’t be surprised if the AI comes up with an answer. Remember that AI doesn’t know your mental shortcuts, jokes or quick interjections. It also can’t read your mind, so it won’t always generate exactly what you had in mind.
Creating unnatural-looking images
Generating marketing graphics can be extremely helpful, but artificial intelligence will not always interpret your instructions correctly. By providing too many details, the generated images will be chaotic and not very similar to what you want to use in your campaigns. Lack of relevant information, on the other hand, can generate graphics that are quite different from your preferences. AI doesn’t do a very good job of adding captions to illustrations, the letters are often unnatural shapes, sometimes AI even cuts off a piece of the caption or adds the text itself.
Guessing current events
The AI takes data and learns up to a certain point. Thus, it is unable to adequately answer questions that relate to current events. AI will then derive knowledge from articles that announced some action, but in reality it could look quite different. In addition, with the most current topics, the AI doesn’t want to let you down, so it adds certain details, distorting reality. AI also gets lost in the latest dates, so if you’re writing about news from the last few days, you need to keep in mind that AI is likely to generate content with errors.
Generating texts based on non-existent sources
What if you ask the artificial intelligence about something complicated about which there is little information on the Internet? At best, it will answer that it can’t generate an answer, but at worst, it will combine data from some websites, and based on that, the AI will create its own definition of a concept and assign it to a false category. Artificial intelligence writes very convincingly every time, so you need to be vigilant not to duplicate its mistakes.
Summary
Artificial intelligence can be extremely helpful in creating marketing campaigns that meet your expectations. Its widespread use allows you to reduce the time needed to prepare a campaign, and also makes it easier to personalize content. With AI, you will create the ads of your dreams that will make your customers curious. You just need to remember a few things to pay attention to so you don’t share misinformation and underdeveloped ads.
Want to offer your audience personalized recommendations of your offer using AI? Apply iPresso tools and take your customer communication to the next level!
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