Artificial Intelligence (AI) has been a hot topic for some time. Many companies have already realised the value of practical applications and how it helps to grow their business. A component of AI, Machine Learning (ML), is already used extensively by companies in the media, in retail industries, and by social platforms to create personalised content for users.
“There’s a huge amount of hype behind AI. It’s now one of the biggest buzzwords and talking points within businesses.”
There’s a huge amount of hype behind AI. It’s now one of the biggest buzzwords and talking points within businesses. To understand the real value behind the hype, marketers need to understand how it can be practically applied to each layer of the organisation. AI can deliver meaningful results in terms of customer satisfaction, ROI, and overall insights into the business. It’s not just an evolution of technology, it’s an evolution of the ways in which business can work.
Human context is crucial to the success of AI. AI will not replace marketers, but better enable them to target users and gain a greater level of insight into campaigns. A company’s Content Management System (CMS) needs to support AI capabilities if the business is to deliver a truly personalised customer experience.
To avoid the pitfalls surrounding the hype of AI, your business needs to identify the use cases, select the right CMS, and work with a specialist partner to maximise returns. In this guide, we discuss each of these sections and why the human approach to marketing is still important.