mation and AI: the power to create true digital experiences

Automating brand experiences is becoming increasingly important. The marketing applications of artificial intelligence and machine-learning go beyond chatbots and personalized website recommendations.

Marketing automation goes beyond automating processes, posting to social media or sending emails. Leading marketers are using automation to boost creativity and create more impactful brand experiences.

Up to 67 marketing leaders are using automation platforms. This year, marketing automation is expected to reach 25 billion. What does this mean for companies looking to boost their digital presences? Everything.

What does marketing automation look like in the real world? Let’s look at one of the most important elements in digital marketing: a company website. Steve Ohanians is the CEO of Clear Digital, a Silicon Valley B2B agency. I asked him for his thoughts on AI in the context of digital brand development.

Dig deep: Why AI is important in marketing

AI and machine-learning can help you to be more creative

Marketing automation has the potential to revolutionize digital marketing by reducing errors and automating repetitive tasks. Ohanians highlights that AI and machine-learning (ML) can be used to speed up project progress.

(Think: prompting a href=”https://martech.org/chatgpt-a-marketers’ guide/”>ChatGPT/a> correctly.) Think about ChatGPT prompting correctly.

It’s good news. This shows another way AI and machine-learning can be used. Automation can enhance creativity.

Ohanians think that AI and machine-learning will have the greatest impact on digital marketing during the ideation phase. An AI-written creative idea could inspire a designer or programmer to look at the project in a new way.

Automating repetitive tasks like writing code, testing, and deploying digital systems can also enhance creativity. These tasks take up time and don’t require much creativity.

Automating these processes – like using AI for testing a web app – will free up people in creative roles to spend more time doing creative tasks and fostering innovation.

Balance AI and human context for meaningful digital brand experiences

Ohanians stated that AI and ML would play a growing role in UX/UI. Whether it is using chatbots for customer service, or leveraging machine-learning to optimize website design. Marketers need to be concerned because their brand will be judged based on the digital experiences that consumers expect, based on other brands. Marketers who do not seize this opportunity will quickly be left behind by those who are capitalizing on the technologies to drive innovation.

Ohanians clarifies, however, that AI for digital brand development isn’t a panacea or perfect solution — at least not yet. Machine learning tools should filter everything through human context. Checks and balances are needed by companies. Experts should evaluate the results as teams create using AI and ML.

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Automated systems are available today. Don’t wait.

Many digital marketers are yet to discover the benefits of automation in terms of enhancing creativity. It’s time to change this. Integrating automation in your everyday creative practices can keep your team motivated and inspired to produce better ideas.

Ohanians say that hiring a good team is the key to implementing AI or ML successfully, even in this early stage. The importance of the creativity of each team member, individually and as a group, cannot be overstated by any tool or AI system. To get the most from automation and to prepare their teams for future work, companies can allow creative people the opportunity to test new technology and determine its benefits.

Do not be intimidated by the implementation of AI in your company. Marketers use AI to automate tedious tasks, boost creativity and explore different avenues for brand experience. You can, too. AI and ML offer brands countless opportunities to improve their marketing results with more innovative, creative brand experiences.

The first post Automation & AI: Power to create true digital experiences was published on MarTech.