AI is an opportunity for smarter content, delivered faster and with more accuracy.
If you follow the overall marketing trend, you’re aware that marketing and sales are becoming more platform-based — more dependent on what we call marketing technology. Another big shift happening is that consumers expect answers with increasing speed and accuracy. The ideal time between someone becoming a lead and talking with a salesperson is shrinking dramatically. Consumers are getting better and faster at internet research and decision making.
The technology leading the way as this trend develops is Artificial Intelligence (AI). We use AI tools for a variety of tasks — from evaluating and curating content to personalizing web experiences — but the common trait among all of these different tools is that they allow us to be faster and more effective at delivering the right content to the right people.
How can AI help you better serve your customers right now?
We have two basic goals as we introduce more AI into our processes — we want better data insights and faster customer service.
Here’s some of what AI can do for you right now:
- Chatbots: AI sales and service agents can be used to qualify leads and deliver them to a salesperson directly from your website or social platform. In addition, conversations no longer need to be tied to a platform or a session. With AI, your sales conversations can move fluidly from website to email to phone — anywhere — and everything stays tied to your CRM.
- Advanced Content Insights: We use AI in our content mapping and analysis to determine what content has historically performed the best, and why. These same tools also help us to create better content, establish consistency of tone, and automate more of the process.
- Content Curation (Smart Content): Smart content allows you to customize your web experiences to the user based on their past interactions with you (across platforms and sessions).
- AI-Powered Content Creation: While still mostly experimental (for us), AI-powered content creation offers unique opportunities to test new ideas and discover new strategies.
One caution we raise as AI continues to gain a foothold is that human relationships should always be the center of any marketing strategy. AI, as a tool, should facilitate those relationships — not eliminate them.