The future of Marketing is Human or Artificial?

artificial intelligence in marketing

What is Artificial Intelligence? How can Artificial Intelligence (AI) enable marketing techniques to become more precise and personalised? This technological development mixed with the improvements done in neurosciences allows marketers to be closer to their audiences by understanding them better and better serving their needs. However, current marketing activities are dominated by humans.

This begs the question – will the future of Marketing be dominated by Humans of Artificial Intelligence?

Increasingly, we have to combine the human approaches of market segmentation with Artificial Intelligence which is based on machine learning technology:

“Thanks to artificial intelligence, every user reaction can be converted in real time to the next best action”

Richard Bordenave.

For example, by merging data generated by social media with other data sets generated by offline interactions such as purchase behaviour in stores, we have the insights and understanding customers interests and their actions. Historically, we used to survey people to understand what our target audience think and then segment them by a socio-demographic profile. These profiles are then used for personalising campaigns, developing special offers and many other sales activities.

The problem is that in the past we could just use probability to understand what to say to our target audience because we couldn’t individualise the messages and offers due to limited data. Nowadays, with the use of AI, we are able to be far more impactful. Here are some of the possibilities offered by new digital technologies:

Digital Advertising

Digital advertising is, without any doubt, the area of digital marketing that has most successfully adopted artificial intelligence. To achieve this, they analyze the user’s information, like their interests, demographics, and other aspects to learn and detect the best audience for a particular product or a service.

For example, Facebook and Google ad platforms already use machine learning and artificial intelligence to find people more prone to making the advertiser’s desired action.

Google AdWords already has an automatic auction-based system that lets advertisers pay the lowest possible cost per conversion, as offered by the following software tool:


The way users perform online search has changed. So, now we must ask ourselves how this will affect the way in which marketers create and optimize their web content.

There have been two big advances in artificial intelligence that revolutionized Internet search and search engine optimisation (SEO): voice search and Google’s algorithm, RankBrain. Innovations like Amazon Echo, Google Home, Apple’s Siri, and Microsoft’s Cortana make it easy for people to perform searches by just pressing a button or saying a voice command.

In its blog, Google revealed that around 70% of the searches Google Assistant receives are in natural, conversational language, and do not use the typical key works that you would type out in a classic Google search.

Voice searches require marketers to adapt their content so that it’s closer to the way a user would verbally express themselves. A brand that truly knows how to benefit from voice searches will be able to considerably increase their organic traffic.

AI is already fueling face-to-face chats for Business to Business (B2B) organisations. IBM Watson is one of the marketing automation tools that uses Artificial Intelligence to help to map out customer journeys that connect face to face and online interactions see this demo video:

Conversational agents are used to answering questions, provide help, and facilitate deeper engagement with websites. Research, interactions and search behaviours are becoming a little more conversational every day.

User Experience (UX)

Through intelligent algorithms, it’s possible to personalize an experience on a website. After analyzing thousands of data on a single user (including location, demographics, devices, interaction with the site, etc.), AI can display offers and content that are more appropriate for each user type.

A 2017 Evergage survey on personalization in real time showed that 33% of the marketers surveyed used AI to provide personalized web experiences. And, when they were asked about the benefits of personalization driven by AI, 63% responded that it increased conversion rates and improved the consumer’s experience.

It’s true: a good user experience is what keeps us browsing a site and, the more time they spend on the site, the higher is the probability of a conversion.

So, with all these developments in AI, what should humans do in marketing? Is there a role for Humans in the future marketing departments? Please do let us know!

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