Every day it seems like we hear about a new way artificial intelligence (AI) will revolutionize a new company process or industry; as the technology surrounding AI progresses, it’s truly starting to feel like the potential applications are limitless. While many of AI’s applications are currently speculation, there are a number of industries that will most likely be majorly impacted by the technology once it becomes more commonplace — not the least of which is marketing. Marketing departments already employ AI through the use of chatbots and content curation; is the next logical step for AI to move into content marketing?
Gain Actionable Insights From Vast Amounts of Data
One of the things AI truly excels at is analyzing and interpreting vast amounts of data, something that could greatly benefit any marketing department. Marketers are well aware that the amount of data they need to sift through can be incredibly time-consuming and sometimes difficult to completely interpret in an actionable way. AI could potentially aid content marketers in understanding more about who they’re actually targeting, making their content far more effective. Customers want a personalized experience, and content is no different. What matters is what’s relevant. AI can offer easier data segmentation, allowing for a better understanding of your audience and what types of content they prefer and already consume.
Meet Your New Marketing Assistant, Lucy
An AI marketing assistant already exists and is expected to make a huge impact on marketing firms: IBM Watson’s Lucy. Lucy can effectively analyze all the data a company owns, commissioned or licensed. It can then answer any questions marketers may have, such as “Which regions should I target first?” or “What type of content can I create to achieve maximum results?” Researching answers to questions like these can take a significant amount of time, but an AI assistant can come up with answers in minutes. Using the AI’s extrapolation of data, marketers will also be able to better predict the expected results and refine their strategies. The technology is quite pricey at the moment, but as the cost drops, expect to see more marketing agencies switch to AI data analysts.
Will AI Take Over Content Marketing Jobs?
It’s understandable that with AI’s ability to analyze data and make human-like decisions about it that some would be worried about it taking over jobs like content creation. After all, AI now has the ability to create music, paintings — even novels. AI’s creative ability has already affected journalism to some degree; in 2015, the Associated Press published a piece called “Apple Tops Street IQ Forecasts,” which was generated by Automated Insights, which is essentially like an automated journalist. Other publications, such as the Washington Post, have also utilized these “robot journalists.” While the outlook on the future of human content marketers may seem dim in the light of such news, the argument is that rather than taking away from human-generated content jobs, AI will be able to enhance it. By taking on some of the more mundane and time-consuming tasks, AI will enable human content marketers to actually spend more time creating more effective and better quality content.
It’s hard to say for sure if AI will take over content marketing jobs. However, it will certainly become a major tool used for data analytics. By saving marketers a tremendous amount of time and resources and allowing them to focus on content, we may see that content marketing reaches a new pinnacle of efficacy, relevance, and quality.