In 2016, Vertical Leap service director Steve Masters told Real Business: “People are often told marketing is a creative exercise, and that few jobs that require imaginative thinking will be replaced by robots. Consider Don Draper, from Mad Men. His ability to understand what pushes the emotional buttons of a customer leads to advertising campaigns that get results. Except this is no longer true.” The argument he makes is that algorithms allow technologies to think intuitively. Netflix, for example, analyses the shows and movies you watch to offer you similar viewing options. It would have been a tedious and ever-lasting task were we to try and achieve the same through manual means. After Thought, a book written by James Bailey, goes so far as to suggest that artificial intelligence (AI) is complementary to our own thinking – that it allows humans to achieve goals quicker, giving them time to pursue far more creative endeavours. It’s a concept backed up by much research. According to Salesforce, marketing is undergoing an AI revolution that shouldn’t be shied away from. Having surveyed 3,500 marketers across the globe, it found that the use of AI was set to grow by 50 per cent over the next two years. This, marketers said, was because it gave better insight into customer behaviour. Some 57 per cent claimed it was essential to tailoring campaigns for various platforms. “Hyper-personalisation” was cited by 61 per cent as the biggest benefit. It’s the benefits of AI that WebsitesThatSell sought to highlight. To help boost awareness on the changing industry, it created an infographic that we included below. It maintained that there were five specific reasons any marketing strategy should include AI. Churn prediction and bounce rates were included on the list, with the company explaining that an AI system could “track and predict consumer behaviours with a high degree of accuracy.”
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