3 ways Artificial Intelligence is impacting Marketing

by | Apr 9, 2018 | Artificial Intelligence

Virginia Frías

Virginia Frías

Content & Social Media Manager

The digital revolution has brought us many gadgets, such as smart TVs, smartphones, apps, social networks, etc. As users, we have left behind tons of data after surfing the internet, while being tracked with wearables or participating in social networks.

All this information is collected and has a huge potential, providing great ROI to business. Using the right tools, any business can extract value from data to describe, diagnose, predict or prescript different situations.

Nowadays, Big Data and Artificial Intelligence solutions have become essential for many projects to succeed, including those in the marketing field. In fact, according to a 2017 PwC study, How artificial intelligence is pushing man and machine closer together”, 72% of the people participating in the study view AI as a “business advantage”.

Artificial Intelligence techniques can be used to build models that can target campaigns, making sure you’re reaching your target audience in the right way. Thus, times are reduced and the process is sped up, reducing costs and increasing profits.

Times are reduced and the process is sped up, reducing costs and increasing profits.

How is Artificial Intelligence impacting marketing?

Segmentation and Personalization

As technology becomes smarter, audiences also become smarter. Thanks to search engines, people access what they are looking for more easily and swiftly than ever. As a consequence, we, the users, have become more demanding with the information we receive, especially in the case of advertising.

Artificial Intelligence helps marketers target the right audiences through segmentation to create a significant impact with their messages. The aim is: to identify needs in order to provide consumers what they need, at the right time, at the right place with a completely personalized message.


In order to deliver the right message to the right customer at the right time, predictive analytics are becoming more and more necessary.

According to the 2015 State of Predictive Marketing Survey Report, “predictive marketing is the practice of extracting information from existing customer datasets to determine a pattern and predict future outcomes and trends”.

It has the ability to increase engagement and conversion, reducing customer research on the product and making decision-making easier.


Artificial Intelligence is conquering the Marketing Automation industry. This technology has improved the development of repetitive tasks, such as contact management, lead scoring, email marketing or list segmentation, among other things, saving a lot of time and money. 

Furthermore, Artificial Intelligence and Machine Learning are reinventing the marketing field, a dynamic market that changes on a daily basis, not only making it easier and more efficient, but also more human. AI algorithms allow marketing professionals to engage in and establish specific and more targeted relationships with consumers thanks to predictive analysis.

Why AI is the future of marketing?

The implementation of Artificial Intelligence in the field of marketing will help companies build a customer-centric culture that adapts quickly to changing market needs. This will allow results to be optimized, saving time and money.

This will have additional benefits, according to the BCG analysis, such as a faster impact, higher incremental revenue, better consumer experience or enhanced capabilities.

Would you like to know what artificial intelligence can do for your business? Contact us and we will advise you on which product best suits your investment!

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