How AI optimization drives conversions for marketers

Introduction

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Artificial intelligence (AI) has rapidly shifted from pure science fiction to a mechanism of business agility. Today, AI is transforming how organizations and workers operate, how consumers make purchasing decisions and the speed with which the modern world can innovate.

And that’s not all. Every day, new AI-driven technology that performs tasks more efficiently than human beings continues to emerge and is making jobs easier, faster, and more efficient. In this new world, there are significant opportunities for marketers in particular to leverage AI. These opportunities span from the ability to optimize workflows around content creation, research, insights, journey mapping and more, with the greatest opportunity lying within a brand’s website.

While websites are not new, the technology we use to operate websites is changing at a rapid pace and impacting the overall customer experience. Businesses that use AI are able to deliver one-to-one personalized experiences at scale — turning casual website browsers into loyal customers by meeting them where they are in their journey. In short, AI is transforming how we design, build, manage, and optimize websites.

In this ebook we’ll cover:

• The impact of AI on marketing

• How AI is creating frictionless experiences and driving revenue for marketers

• How AI can help CMOs drive efficiencies

• Choosing AI responsibly

Chapter 1

The impact of AI on marketing

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Marketing is undergoing a rapid transformation with the help of AI. More than 80% of marketers integrate AI into their overall tech stack today in everything from programmatic advertising to chatbots to copywriting.¹ In turn, the introduction of AI into marketing workflows enables marketers to automate manual tasks, allowing them to focus on more strategic and impactful projects, ultimately accelerating growth and the pace at which they can work.

According to the Marketing AI Institute, many early adopters are using AI to power personalization in marketing communications that are massively more effective, more customized, and even more human.²

Marketers have an opportunity to be the change agent and drive digital transformation within their organizations by investing in and learning more about how AI can shape their strategy. With the right tools and use cases, marketers are using AI to accelerate growth, personalize and optimize customer experiences across channels, create content at scale, reduce customer acquisition cost (CAC), and drive more revenue.

Today, 48% of marketing leaders cite AI as making the most significant difference in how customers interact with their companies and brands.³ According to a recent study by Redpoint Global, nearly half of all consumers say they would interact with AI more frequently if it would make their customer experience with a brand more seamless, consistent, and convenient.⁴

With numbers like these, it’s clear that not only are marketing leaders acknowledging the significant impact that AI is having on consumer interactions with brands, but also that AI is critical when it comes to marketing team productivity rates as a whole.