Marketing is constantly evolving as technology and consumer desires change. To stay competitive, you have to be able to constantly adapt to changes and new tools.
Lately, a very advanced technology could revolutionize marketing as a whole: artificial intelligence (AI). AI could fundamentally change the way we approach marketing and content creation in the future.
In this article, we will explain how we believe AI will fundamentally change marketing in 2023. We'll go over the issues and discuss the horizon that AI opens up. We'll also be sure to explain how AI can play a role in visual creation.
What is AI?
First of all, let's start by recalling what AI is. And for that, what better way than to ask it directly?
We asked Chat GPT to give us a definition of artificial intelligence to introduce an article "How will AI fundamentally change marketing in 2023?" and here's his answer:
"Artificial intelligence (AI) is technology that enables machines to operate autonomously, solve complex problems, and learn from experience. In other words, it's about creating machines that mimic human abilities such as speech recognition, vision, learning, natural language comprehension and decision-making. AI has already been widely used in many fields such as medicine, finance and manufacturing. However, by 2023, it is also expected to have a fundamental impact on marketing, providing more efficient and personalized ways to create visual content and better understand the target audience."
Leaving aside the robotic prose, the result is bluff!
The challenges of AI for marketing in 2023
The reason AI has been in the news so much lately is because it has many benefits for businesses. Time saving and cost reduction for content creation are the most obvious ones.
Nevertheless, it is also a valuable aid to improve the relevance of the content created.
AI as a tool for content personalization
In marketing, content personalization has almost become mandatory if we want to keep the attention of our interlocutor. However, until now, it was not easy to discover the preferences, interests and appetites of our audience in real time.
AI has a great capacity to analyze data continuously. This allows it to identify color, style and format preferences to create content aligned with them.
These metrics are nearly impossible to measure manually. Yet, they allow for more relevant offers, publications and more personalized customer experiences with the goal of better engagement.
Get a better understanding of your target audience
Regardless of the nature of the content created, it must be tailored to the target audience. Today, AI and machine learning algorithms make it possible to quickly and effortlessly collect a lot of the data needed to better understand one's audience.
This allows you to gain relevance in the content proposed to your target. All you have to do is take into account the trend indicators put forward by the AI. This principle can be found in the reach measurement tools on social networks.
To improve interaction and customer experience, AI can also take the form of a chatbot. Data analysis then allows to propose coherent answers to the interlocutor in an instantaneous way.
How will AI change marketing practices in 2023?
As normally constituted humans, we have to deal with our physiological and temporal constraints. While some of our cognitive abilities are an asset for content creation, our primary needs such as sleeping or eating are more like brakes. Moreover, our cognitive potential has certain limits.
AI reproduces and improves our cognitive skills while erasing the physiological constraints we have to deal with. It is in this sense that it will change marketing practices in 2023.
Moreover, it has already opened up certain perspectives such as the possibility of simultaneously and individually addressing a large group of individuals. This is the principle of emailing campaigns or of some chatbots. As humans, we couldn't do it, because we face time and cognitive constraints.
The human: supervisor of the AI work
Artificial intelligence is not completely autonomous. It should be seen as a faithful servant to whom we must give precise orders to make it perform. This specificity suggests that many jobs in the marketing sector will be deeply modified, but not necessarily eliminated.
The human should work in collaboration with AI and position himself as a supervisor of the work rather than a producer. Gradually, the singularity topics will be delegated to AI and the marketer will be able to focus more on creativity and communication.
It would take a crystal ball to determine with precision the evolutions that will appear in different marketing jobs. But, we can already say that marketers will have to forget some technical aspects and focus on three areas of work:
- animation of mixed teams (human and AI)
Visual creation is not spared by AI
At Abyssale, we strive to facilitate the work of marketers and especially designers with our visual creation tool. AI is for us an obvious way to evolve the functionalities and facilitate the work of marketers.
Today, artificial intelligence and automation tools make it possible to improve any image, to innovate and to multiply creations without great efforts or great skills. Many tools exist for this purpose. Among the most popular are DALL-E or Midjourney. They allow to create any image from a simple text more or less precise.
With such a tool, the challenge is no longer to have the skills of a designer, but rather the creativity to create relevant and captivating visuals. Here again, the human delegates the technical and production aspects to the robot. It takes care of managing the operations.
Abyssale and AI
AI is already an integral part of Abyssale's visual creation tool. For all that, this technology coupled with other artificial intelligences opens up a wide field of innovation for marketers. Tools such as Make.com or Zapier.com allow to connect technologies and automate visual creation to a maximum.
In the coming weeks and months, we'll share examples where the coupling between AI and Abyssale has worked well. And then, who knows? Maybe we'll develop new technologies to better support you in visual creation.
Finally, AI is fundamentally changing the way we approach marketing and content creation. While there are still many uncertainties about the future of this technology in marketing, the time savings and cost reductions suggest that many businesses will change. It is in the best interest of companies to exploit these benefits now.
AI facilitates the creation of hyper-personalized content and allows to go beyond human cognitive limits, thus improving the customer experience. Visual and video creation is also affected by this new technology. Abyssale can be combined with many artificial intelligence tools in order to automate content creation.
We are still at the beginning of a new era and many evolutions are still to come.