AI is no longer just a future possibility; it’s used in marketing and business now to create more personalised and engaging customer experiences. Learn how to ethically use AI to make your brand more human and build customer relationships.
Understanding AI’s Role In Humanising Brands
Artificial intelligence (AI) rapidly transforms businesses’ operations, and marketing is no exception. Through personalisation, empathy and storytelling, AI is helping us to humanise our brands and customer experience.
With AI as your assistant, you gain a deeper understanding of clients, offering tailored services.
You will likely have already experienced chatbots that can immediately respond to enquiries and address concerns. Did you know you can use sentiment analysis tools powered by AI in marketing to track customer engagement and what they are saying about a company? With this data, you can better tailor your marketing strategies and offerings to meet your customers’ needs.
AI is also taking the leg work out of generating realistic and engaging customer personas for marketing campaigns. A travel company could AI-generate personas from travel history, interests, and budget, inspiring relatable stories for travel bookings.
Personalisation and Customer Engagement
AI in marketing is incredible for segmenting customers based on their demographics, purchase history and the likes, allowing brands to deliver more targeted and relevant experiences and messaging.
Netflix, Amazon and Spotify are leaders in using customer history and preferences to personalise products, services, and content recommendations, helping people discover new things they are likely to enjoy.
As mentioned above, real-time 24/7 support is at your fingertips with AI-powered chatbots and virtual assistants. Close sales faster and give users a superb customer experience by giving them the help they need quickly and easily without needing a 24/7 team.
Crafting and Curating Content
With helpful and detailed prompts, AI-powered content generators such as Bard, Jasper and ChatGPT (there are heaps!) generate realistic and engaging text content for blogs, articles, and social media, saving brands time and resources and allowing them to create even more content that algorithms love.
Curation tools are also the go. The New York Times uses AI to curate and personalise news articles for its subscribers, and BuzzFeed uses it to generate personalised quizzes and articles for its readers.
Personalisation tools also come in here, where brands can customise content for specific audiences when they have multiple that they want to reach and cater to.
However, it doesn’t, and you shouldn’t allow it to do all the work.
- Use it to brainstorm ideas, but don’t rely on it entirely and at the expense of a team of human minds with real-world experience.
- Review and edit thoroughly for accuracy, informativeness, and authenticity.
- Don’t just copy and paste. Add your unique perspective and insights.
- Personalise away, but don’t be too invasive. Respect customer privacy by only using data they have consented to be collected.
“Don’t think of AI as a writer. Think of it as a writer’s assistant.”
Supercharge Your Data-Driven Insights
AI can process vast data sets and extract valuable insights in several ways:
- AI spots data trends impossible for humans, helping brands grasp customers, find opportunities, and enhance operations.
- Predict future events based on historical data, which can inform product development, marketing campaigns, and customer service decisions.
- Automate simple decision-making, eg. banks for loan pre-approval assessment and retail stores to determine the most popular items to stock plenty of.
And how’s this for helpful AI innovation? ANZ Bank uses AI to analyse customer data to identify customers who are at risk of financial hardship, which is then used to provide customers with early intervention and support.
Ethical AI Considerations Are Paramount.
Customers are increasingly aware of the implications of AI on privacy, and they appreciate — and are starting to demand — brands that prioritise ethical AI use.
Let your customers know what data you are collecting and how you use it, and give them a choice to opt-out. Ensure you have stringent policies in place and audit and monitor your AI systems and staff adherence regularly.
The Future of Customer Engagement and Growth
Leveraging AI’s capacity to humanise your brand can result in deeper engagement, better customer engagement and service, and data-driven expansion, and you can position your company at the forefront of human-AI synergy by incorporating AI strategically and ethically.
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