Why use artificial intelligence in marketing?

To improve business performance

Companies can improve their efficiency and therefore their performance in terms of marketing by optimising the distribution of work. This means entrusting tasks requiring a large number of calculations and research to artificial intelligences. They are capable of carrying out these tasks with a speed and precision unmatched by the human hand.

The machine’s adaptability and processing speed mean that it can save a considerable amount of time in areas where humans are not essential. By automating these actions, companies can reduce their workloads and therefore their costs. All that’s left for the human being to do is to define the machine’s areas of work. He will then base his own work on the data processed and collected.

Optimising the 4Ps of marketing with artificial intelligence

The traditional 4Ps of marketing have been brought up to date by artificial intelligence.
The machine carries out a complete profile of the consumer. To do this, it studies their browsing history, previous connections, hobbies and interests. This data enables the product offering to be completely personalised. In this way, everything is tailor-made and adapted to their consumption habits. The price is constantly seeking the psychological threshold conducive to the act of buying. Various analysis tools process existing data and continually develop additional services.

Placement is determined on the basis of an analysis of availability times and consumer searches and needs. In this way, communication is tailored to prospects’ preferences. In addition, the promotion correlates the elements previously analysed to determine the most opportune times to make an appearance.

What role do humans play in marketing to machines?

Highlighting human skills

The aim of artificial intelligence is not to replace people in their work. On the contrary, it makes their expertise even more valuable, if not indispensable. Interpreting and correcting the data processed by the machine requires constanthuman intervention.

Similarly, the development of artificial intelligence, the correction of its algorithms and the choice of data to be used are tasks that cannot be dissociated from human expertise. People optimise their time and results by delegating time-consuming and routine tasks and devoting themselves to marketing development.

The machine frees humans from repetitive tasks

Many marketing tasks are repetitive and time-consuming. The use of artificial intelligence to carry out these tasks frees employees from a certain amount of work. Reporting and interacting with consumers on simple issues such as incorrect invoicing or orders are time-consuming tasks that are too unprofitable.

The human being can then concentrate on the actions that need his or her attention. All the tasks involved in collecting consumer data are therefore entrusted to artificial intelligence. This will enable them to respond more effectively to the challenges of personalising their offering. Human beings use it as a basis for developing new ideas and concentrating on the creative side of marketing.

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