In many ways, artificial intelligence (AI) is already influencing digital marketing in general and content marketing in particular. But the truth is that there is much more to come, many more changes and improvements that AI will surely bring to content marketing. Read on to discover the ways in which artificial intelligence will change content marketing.
¿ What exactly is artificial intelligence?
Before you can discuss the effects of artificial intelligence, also known as AI, mechanical intelligence and, in some cases, machine learning, about content marketing, it is important to first understand what exactly artificial intelligence is.
So what is AI, exactly?
Techopedia defines it as “an area of computer science that emphasizes the creation of intelligent machines that work and react as human beings. For example, such a machine would be an autonomous car: a car that does not need humans to operate it in order to drive safely. Or, a simple example every day and something that many can relate to: the content that Netflix suggests you see (all based on machine learning).
AI allows machines to learn from data and use that knowledge.
And, as expected, AI has also begun to have an impact on marketing, from the healing of AI content to chatbots, but how exactly is content marketing impacting (and will)?
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One of the main functions of AI is its ability to analyze large amounts of data and interpret them. That is an incredible feature and something that can have huge effects on content marketing and even in general marketing.
One of these effects is that it will help content marketing specialists understand exactly who they are targeting. Not in a creepy way, but in a way that many consumers expect: a Salesforce study, for example, found that 76% of consumers expect companies to understand their needs and expectations.
After all, many of today’s most popular products and services offer highly personalized experiences, such as, of course, Amazon.
One of the ways AI is already strongly affecting content marketing is with AI marketing assistants, such as the Lucy of IBM Watson.
Lucy is an incredibly powerful tool that advertisers can use for research, segmentation and planning, and it is so powerful that it can do more in a minute than what a complete team of marketers can achieve in months.
So how exactly does an artificial intelligence marketing assistant like Lucy work?
For starters, Lucy can literally absorb and analyze all the data that her company owns, or that has been commissioned or licensed. Also, once you absorb all this data, you can ask any questions you have.