Marketers have been singing the praises of artificial intelligence (AI) and machine learning (ML) for a while now, and with good reason. These technologies make our jobs easier and more effective. Make no mistake, though, a machine will never be able to replace a marketer. Fears of being outdone by a machine should be replaced with the comfort of knowing tedious tasks can be offloaded to a machine.
B2B marketers are already seeing the benefits of AI and ML in their daily workflow. Chatbots act as the first line of communication across many company websites, routing qualified leads to the appropriate sales rep. This technology also allows for the right message to be displayed to the right person at the right time—capturing leads who might not have been on your radar previously.
Cookies and IP targeting revealing a wealth of information about site visitors is nothing new for marketers, but AI and ML can take this information to the next level. Site forms can be auto populated with information, saving prospects time and removing a cumbersome obstacle. Arguably the most exciting component of AI and ML is the ability to display custom website content for visitors. Displaying personalized messaging is a powerful differentiator that can help to raise ROI.
Marketers are just beginning to uncover the depth of AI and ML capabilities. However, no matter how sophisticated these technologies may become, there is no replacement for a strategic marketer behind it all.
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