Artificial intelligence (AI) has disrupted almost all major areas of life, including business.
From A-list brands like Tesla and Amazon to startups, 37% of brands are using AI to streamline their processes, albeit unknowingly. Most modern automation tools that brands and marketers use for their day-to-day work are AI-powered.
AI adoption in business has grown by 270% in the last four years due to many reasons including:
- AI-based automation can free humans to engage in more high-level business tasks.
- AI-powered tools have advanced analytics that are free from human error.
- AI produces intelligent insights that can be used to make business decisions.
It’s clear that brands that don’t leverage AI can be left behind in the race for the top spot.
Elon Musk reinforced this point in an interview with LA Times, “We’re going to have the choice of either being left behind and being effectively useless or like a pet—you know, like a house cat or something—or eventually figuring out some way to be symbiotic and merge with AI.”
Is your brand behind the AI curve?
Don’t worry. In this post, I’ll explain how your brand can utilize AI and grow exponentially.
Let’s get started.
6 Ways Artificial Intelligence Boosts Your Brand’s Growth
AI has invaded every aspect of modern business, ranging from marketing to customer care. Using AI is among the top digital marketing trends for 2020. In order to make the most of this disruptive technology, you need to know its most successful use cases.
Take a look at the six major areas where brands are using AI effectively.
1. AI Optimizes Digital Marketing
Whether your business is online or brick-and-mortar, there’s a good chance that you are leveraging digital marketing to grow it. AI can give your digital marketing campaigns a competitive edge by optimizing the following areas:
Customer Personas: AI-powered analytics tools can analyze millions of pages and metrics in milliseconds to create precise and detailed customer personas.
Tools like IBM’s Watson delve into granular details about customers, including psycholinguistic factors like emotion, language, and tone. Such rigorous evaluation of customer profiles is not in the scope of traditional analytics tools.
Ecommerce retailers are using AI-driven analytics in fascinating ways. Womenswear brand, Marchesa, used Watson’s superpowers to create a “cognitive dress” for the 2016 Met Gala.
Watson analyzed pictures of dresses designed by Marchesa to learn the brand’s signature style. On the big day, Watson’s Tone Analyzer changed the color of the LED lights embedded in the dress to reflect the Twitter conversations about the event.
That’s cutting-edge technology, right?
Advertising: AI can predict and craft ad copy that is designed to convert. Marketers don’t have to rely on guesswork or vague metrics while deciding on ad spots that are worth bidding on when it comes to social media or the web.
Harley-Davidson used Albert, an AI-powered marketing platform, to optimize their ad content. Albert studied billions of ads across various marketing channels to draw insights from ads that work. It replaced the word “call” in Harley’s ad call-to-action (CTA) with “buy” and conversions shot up by 447%.
AI’s predictive analysis is a useful feature that helps marketers predict users’ online behavior and use their knowledge to design high-converting digital assets.
Influencer marketing: If you collaborate with influencers regularly, you will know how hard it is to find the perfect influencer for your brand. AI can help scan billions of influencer profiles to pinpoint the ones that match your values, platforms, and audience demographics.
Through sentiment analysis, AI tools can help influencers generate content that is perfect for an audience segment or campaign.
Coming back to Watson, the AI tool also helped IBM’s client, Influential, with influencer discovery, research, and management. Watson’s natural language processing (NLP) system analyzed the shortlisted influencers’ last 22,000 words posted on social media to identify their tone and values.
Watson ensured that each influencer’s media-buy accountability is verified. Why pay for 20K followers when an influencer’s guaranteed impressions are only 10K?
All in all, AI can amplify your digital marketing’s reach and returns in a big way.
2. AI Streamlines People and Work Management
Progressive brands and managers look for insights that can help boost the output of their employees and processes. But traditional management tools typically give a rear-view analysis of processes and people, which is of little use to managers.
AI tools lead from the front and provide managers with data gleaned from historical records across different channels. Using these insights, managers can make informed decisions about employee policies, budgeting, and resource allocation.
If your team members are scattered in different locations and time zones, AI can help you manage your remote teams.
The tools will alert you in advance about the resources a particular employee will require for their day’s work, by analyzing their task sheet and previous behavior. Since you are prepared to handle day-to-day operations smoothly, you can deliver good uptime and efficiency.
3. AI Personalizes Customer Service
One of the most talked-about applications of AI in business is in the customer service area. AI can give a personal touch to your customer service, which delights customers and helps foster loyalty.
Conversational chatbot platforms are like virtual customer care agents that you can embed in your websites, apps, and tools. These AI-powered agents give personal attention to multiple customers at a time, around-the-clock.
Bots engage your website/app visitors in one-to-one conversations like human agents and gather information about them. After aggregating this information with data about each user from your CRM, email subscriber list, and social media accounts, bots become “intelligent.”
Why, you ask?
Bots can then provide contextual product recommendations and solve user’s queries. Through NLP, bots are able to understand voice queries as well. Sophisticated bots even come with customizable interfaces and face recognition features that make each customer’s experience even more personal.
Lingerie brand, American Eagle Outfitters, planted a bot they called Aerie on their website. It used a this-or-that format quiz to get visitors to reveal their product preferences. Aerie lets users guide it to their perfect product, which has helped the brand multiply its conversions.
4. AI Improves SEO
We all know that every web-savvy business needs SEO to beat the competition.
The newest trend in SEO is voice search and AI can help you ace this trend.
Voice-activated assistants like Siri and Alexa are equipped to handle voice queries. After repeated interactions with humans, these AI-driven tools start understanding the nuances of human language and even local accents.
Gradually, their responses become more on-target, as you can see from the Annual Smart Speaker IQ Test results below:
AI tools like BuzzSumo discover questions that are most frequently asked by searchers looking for products in your niche.
You can use AI-based voice search solutions in your websites and stores to improve their accessibility. In this way, your brand can cater to customers with special needs who can’t type or who have different linguistic abilities.
Another way AI can boost your SEO game is by predicting content that can rank well on search engines. As you know, SEO writing is not an easy task with the fast-changing algorithms and stiff competition. AI-based content writing tools can help you overcome this challenge by:
- Keyword intent analysis: Sophisticated AI tools can break down your target keywords into high-, mid-, and low-intent categories. You can create content anchored around high-intent content to improve the ROI of organic search.
- Content personalization: AI tools create dynamic content based on each customer’s unique tastes and needs. 56.5% of content marketers value the content personalization capability of AI the most since it helps engage and convert customers effectively.
- Content recommendation: Tools like Marketo by Adobe comb your digital assets and pick the content that should be recommended by your on-site bots or CMS to each site visitor.
5. AI Powers Website Design
Have you heard of the website that designs itself?
Then, you should know about the AI-powered website designing mechanism called the Grid. As the name suggests, the Grid creates websites based on industry best practices, insights gathered from best-performing websites in your niche, and your brand’s requirements. The entire process requires minimal human intervention
AI also simplifies A/B testing and eliminates the guesswork in website design.
If your landing page builder is powered by AI, the conversion and engagement rates can improve significantly. Designers can scientifically test thousands of creatives in seconds instead of second-guessing which design will work for their websites.
Lingerie brand, Cosabella, leveraged AI to automate their A/B testing and it boosted their online sales by 35.6%.
6. AI Boosts Customer Experience
Last but not least is AI’s application in customer experience, both on-site and in-store.
You can provide a more immersive experience to your customers using augmented reality (AR) and virtual reality (VR) technologies.
Lowe’s has introduced in-store roaming robots called LoweBots to assist their shoppers. LoweBots 3-D scan the store to detect customers and wait for a cue to offer them help.
When a customer approaches a LoweBot for help or writes their query on the robot’s touch screen, the LoweBot spur into action. Their smart laser sensors guide the shopper to the exact item they are looking for. The LoweBot also flashes location-specific offers on their touch screen while the customer is following them around in the store.
Amazon is always on the top of trends and AI is no exception. Amazon AR View is the brand’s AI-powered module that allows website visitors to visualize how the items that they are planning to buy from Amazon’s website will look in their surroundings in real-time.
Customers can move around the item in their virtual room, using their fingertip, and change the item’s colors and dimensions to find their best fit.
It’s obvious that customer engagement, trust, and satisfaction with brands will improve by the use of AI.
Are You Ready to Power Your Business With AI?
Is your brand ready to adopt the AI way of life? As you can see from this article, there are numerous ways you can utilize AI to boost your brand growth. You just have to be willing to take the leap of faith.
Do you have any questions about AI or its use cases in business? Write them in the comments below.