With the arrival of Artificial Intelligence, marketing, as well as all other company departments, is witnessing an innovative scenario never seen in history. And this is not just in Brazil, but all over the world. There are, therefore, doubts about how to adopt this reality within processes to ensure effective integration between technology and strategy.
According to Gartner, one of the main technology consultancies in the world, by 2025, organizations that use AI in marketing will shift 75% of operations to more strategic activities, and the time for relationships is also part of this same gain.
Through this data, it is possible to affirm that the arrival of this technology has already definitively changed the world of marketing, considering that the professional has gained more time to dedicate himself to strategic analyzes of the function, a job that only he can exercise with excellence, leaving it up to AI hands over other activities, such as generating and personalizing content, optimizing design, studying trends, among others.
Furthermore, it is important to highlight that technology allows us to expand actions to make brands more engaging, with even more creative concepts. All of this can be explored in a variety of languages, tools and structures to build different experiences, products and communications adapted to the customer’s needs. Imagine the complexity of running campaigns at a national level, exploring different expressions and customs to get as close as possible to the consumer’s reality?
Although AI is positive in several aspects, the market still faces some obstacles to its wider adoption in the country. According to research commissioned by H2R Insights & Trends, a marketing consultancy and services, 42% of marketing and sales professionals have some fear regarding the evolution of AI, especially the negative impacts that could affect their positions.
This indicator calls us to reflect on the importance of investing in training new tools and the effective application of AI in marketing routines, aiming to support professionals to be aware of the benefits offered by technology, while at the same time taking advantage of their potential.
It is necessary to increasingly explore its efficiency. For example, among the elementary functions of AI is the ability to integrate data and automate processes, activities that are enhanced due to the ability to collect and analyze information in an even more efficient way, giving space to create even more attractive and updated material. .
AI also allows you to collect insights valuable insights into customer behavior and preferences, thus segmenting the target audience and optimizing campaigns in real time, always putting creativity at the forefront in all processes. Automated functions that were unimaginable years ago.
The advantages are diverse and the new era of Artificial Intelligence will allow us to significantly improve the flow of marketing activities, including personalized recommendations and predictive analysis of responses and engagement based on behavioral trends.
However, we cannot ignore other challenges that exist in this demand. If on the one hand there is efficiency, on the other, ethics and privacy of customer data must be above any delivery objective. Furthermore, even if it is something innovative, the adoption and acceptance of the resource among marketing professionals requires continuous efforts, as there are new developments in the sector every day.
Faced with so many new developments, challenges and questions about the use of the tool, AI is a highlight when it comes to innovation. With the right advancements and a customer-centric ethical approach, this technology promises to bring countless benefits to corporations.
* This text does not necessarily reflect the opinion of the vehicle
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