It is no secret that AI is driving the expansion of the advertising business. As a author within the advertising business, I’ve seen this firsthand.
AI can assist with all the things from brainstorming to content material creation. However one other advertising activity that AI excels at? personalization.![Download now: Annual State of Artificial Intelligence in 2024 [Free Report]](https://no-cache.hubspot.com/cta/default/53/b72f2b25-8cc9-4642-9a1b-1e675d3d273b.png)
I’ve discovered plenty of customized advertising sources, and it is clear when some use surface-level personalization and when some are tailor-made to my particular pursuits and behaviors — and the latter at all times will get my consideration.
If you happen to’re all for utilizing AI personalization in advertising to succeed in your prospects, I’ve put collectively this information to assist.
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Why use AI for advertising personalization?
In my expertise, the The most important motive to make use of AI to personalize your advertising is that it lets you scale your personalization efforts.
Entrepreneurs aren’t any strangers to make use of Marketing automation tools to personalize emails, generate leads or set up workflows. Automation tools are great for streamlining repetitive marketing tasks
The difference with using AI for marketing personalization, however, is that AI is dynamic. AI can collect and interpret data, identify opportunities and adapt to the data presented.
This means that rather than being a tool to help streamline personalization, AI can help you personalize your marketing at a deeper level.
Not only does personalization help increase sales, 96% of marketers also say that a personalized experience makes shoppers more likely to become repeat customers.
Benefits of AI Personalization Marketing
If you’re like most marketers I know, you already have reliable marketing automation set up. But if you’re interested in taking your automations up a notch, consider adding AI personalization to the mix.
With marketers I’ve talked to, there are just a few benefits.
Personalization at scale
This proves that AI is not a replacement for your current personalization efforts but a tool to help you scale them. When you provide the right prompts and have a clear vision of what kind of data you’re looking for, AI can help you reach more customers in a personalized way.
As James Brooks, marketer and founder of JournalRobo, puts it: “AI allows us to scale the unscalable.”
Brooks added: “The key is to use it creatively, think through and put effort forward. If you put in the effort up front and create a great, thorough prompt, it will serve you on autopilot, for months or years to come.”
Lauren Petrullo, CEO and founder of award-winning digital marketing agency Mongoose Media, adds to this sentiment: “The personalization you can leverage with AI allows consumers or customers to feel like you’re talking to them one-on-one. versus one to many,” he says.
Advanced marketing automation
As I said before, every marketer uses marketing automation to streamline their tasks. AI tools can enhance your current automations by making them more intelligent and data-driven.
For example, say I have an automation that segments my target audience. AI can take this a step further by identifying patterns and predicting the behavior of those visitors.
It can help me make more informed marketing and business decisions.
Greater customer value
Finally, with greater personalization comes greater customer value.
The more details you have about your target audience, the more effective your marketing will be. This results in them getting more value than they would with generic marketing tactics.
AI Personalization Challenges Marketing
AI personalization tools are not without their flaws. Let’s break down some of the challenges and how marketers can address them.
Crafting prompts
The most common challenge I’ve heard — and experienced myself — when using AI is prompting.
AI is smart, but it’s still learning. In fact, most tools require time and lots of practice to adjust to your voice, tone, and requests (ie, taking prompts).
This can be a challenge when using AI for personalization. Brooks recommends being as specific as possible to create better prompts:
“Look at a language learning model (LLM) as a person – a very intelligent and knowledgeable person, but still a person,” he says.
“It can’t read your mind. Set very specific prompts. Tell the LLM exactly what you want: how you want them written, what you want the results to be, how you want things formatted, what you want and what you don’t want. “
Technical knowledge
Another challenge for marketers can be lack of technical knowledge.
Marketing personalization at scale requires a bit more technical expertise than using ChatGPT, for example.
You need to understand APIs and have a deep understanding of how AI works to create personalization workflows and automated outputs.
“Fortunately, with the rise of ‘no-code’ tools, tapping into APIs and automating your marketing has never been easier,” says Brooks.
“I recommend checking out tools like Make.com and Zapier that natively connect to your favorite marketing tools and AI platforms like OpenAI. A little YouTube-ing can go a long way in learning these things.”
Top 5 Use Cases for AI Personalization Marketing
1. Email Marketing
Sending personalized emails is nothing new. We’ve all been on the receiving end of a marketing email addressed to us, or one that reminds us of something we’ve seen while shopping online.
But AI tools can help marketers take it up a notch.
You can use AI to collect customer details such as their birthday, hobbies, professional skills and even emotions. Then, enter that information into an LLM before sending out your marketing emails
Doing so will allow you to send emails that truly speak their language, suggests Brooks.
“You can do this in an automated way using various no-code tools,” he says. “Personally, I use Bento for my email. “It can make an API call for every email sent, meaning you can send unique emails to each person, even if you’re effectively sending a ‘broadcast’ to thousands of people.”
2. Thought leadership
Yes, you can use AI to identify thought leadership opportunities.
Let me explain.
When I was researching use cases for this article, I turned to X to ask marketers for examples of how they are using AI for personalization.
This tweet is how I related with Brooks, founding father of Jarnorobo.
He was notified of my tweets by way of his AI device, which seems for requests from journalists (just like the one I shared) and cross-references its consumer database to ship customized emails to customers who match the request.
It even gives advised speaking factors based mostly on customers’ bios.
Utilizing such AI instruments can assist entrepreneurs immediately uncover thought management and PR alternatives.
As a substitute of ready for a journalist to succeed in out and canopy your organization or interview your advertising leaders, you will be proactive along with your thought management technique.
Professional tip: AI can assist you navigate alternatives forward of your competitors. Brooks was one of many first folks to reply to my request, and I’ve little question that he was capable of get forward due to the customized AI e mail.
3. Chatbots
AI can be used to personalize your chatbots.
Whether or not setting one up in your web site or for Fb or Instagram, chatbots are important for personalizing buyer interactions.
You should utilize AI to construct a customizable chatbot, just like the one from HubSpot, to scale buyer help, generate leads, and e book extra conferences.
An AI chatbot streamlines this course of and, due to its dynamic reminiscence and flexibility, makes the dialog extra private.
“AI gives a reminiscence of the dialog you could embody in future messages,” says Petrullo. “You can even have the AI learn the tonality of somebody’s response, which lets you reply to the vitality degree somebody is inputting.”
4. Touchdown web page
One other nice alternative to make use of AI is programmatic search engine optimisation.
Programmatic search engine optimisation routinely generates touchdown pages (normally a whole bunch, typically hundreds) to focus on key phrases. This course of is finished in bulk, which implies it may take hours if you wish to do it your self.
AI can assist you do that at scale. You should utilize AI to create a whole bunch of programmatic touchdown pages that cater to go looking phrases based mostly on business or location.
Upwork is a superb instance of this. You possibly can seek for any kind of freelance service in any metropolis and Upwork can have a touchdown web page. For instance, I looked for “freelance graphic designer Austin” and that is what got here up.
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I then looked for “freelance copywriter Los Angeles” on Google and the outcomes confirmed an equivalent touchdown web page from Upwork.
“I’ve received web sites with a large viewers with plenty of totally different area of interest pursuits,” Brooks mentioned. “I’ve used AI to create hundreds of touchdown pages that talk on to that area of interest viewers, making related cultural references and utilizing the colloquial language of that area of interest (regardless that I do know nothing about them!).”
5. Localization and Translation
If you happen to develop into worldwide markets, you should use AI to localize your content material by translating it into totally different languages in your totally different goal markets.
This may be finished for the programmatic touchdown pages talked about above. You possibly can localize adverts, product advertising belongings, and search engine optimisation content material.
You do not essentially must develop to totally different nations to make the most of localization. In case your viewers is international and also you wish to personalize adverts or touchdown pages of their language, AI can routinely translate for you.
Somebody in your crew may take years to study a brand new language into which they will translate advertising content material. Even if in case you have translators in your crew, it is onerous to scale customized content material if you’re translating manually.
“Whereas AI is just not geared up for full empathy mapping and empathy matching, it has a robust command of language,” Petrullo mentioned. “You should utilize it as a typical language intersection at scale.”
Scale your advertising personalization with AI
After speaking to entrepreneurs and researching the assorted use circumstances of AI for advertising personalization, my largest takeaway is that it is important if you wish to scale.
Personalizing your advertising efforts goes past addressing your viewers by title in emails Advertising and marketing personalization is about attending to know your prospects on a deeper degree.
It is about understanding their pursuits, behaviors and the way they communicate so you may market your services or products in a means that resonates extra with them.
Utilizing AI personalization in your advertising means being extra data-driven. AI instruments will show you how to establish advertising alternatives, predict buyer habits, localize your content material and tailor your messaging.
And if you wish to do it at scale, using AI is a should.
