By Kumar Saurav
The world has been experiencing rapid adoption of generative AI even since its inception, that was less than a year ago. According to Goldman Sachs, over two-thirds of employees believe that generative AI has taken up almost half of their work responsibilities. Marketers have been quick in adopting GenAI, with leading MarTech platforms like Salesforce and Hubspot integrating it into their core offerings.
Gen AI is rapidly transforming the digital marketing landscape by creating and customizing content on a large scale. Employing machine learning algorithms, this tech crafts text, visuals, and diverse content forms tailored to a brand’s message and campaign objectives. As the need for fresh and relevant content grows, generative AI empowers marketers with a potent resource to enrich their content strategies, ensuring the efficient production of substantial volumes of high-quality marketing material.
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Generative AI also expedites the creation of marketing materials by generating text, visuals, and videos, enabling marketers to craft highly tailored and individualized campaigns with reduced manual input. The strategic integration of generative AI with digital marketing can lead to better-performing campaigns and an enriched customer experience.
Besides speeding up the generation of blog posts, email messages, and other longer-form texts, Gen AI has also led to considerable improvements in short-form content like SMS text messages for mobile devices. Here are four ways AI can help marketers improve their text messaging:
Tailoring Personalized Messages
You can improve customization with the help of generative AI. Businesses can use this technology to examine the data about their prior purchases and understand their consumer’s browsing patterns. This will help them determine what their consumers would likely enjoy. They can then segregate their customers according to their interest and generate personalized SMSs for each group based on their interests. Gen AI messages can also be used to offer product recommendations to your customers, such as any fresh clothing designs that your business has recently launched. Matching the hues and styles that resemble a customer’s past purchases, can also be helpful. Additionally, it may be used to create customized offers for customers or sending them some exciting discount coupons to complete their cart purchases.
Conversational AI and Chatbots For Entry-Level Service
The automated conversation assistants you occasionally find on websites are called chatbots. These chatbots can generate AI messages to cater to your entry level clients. They can answer basic queries like those related to the product availability. The AI may be trained to recognize the products and availability related keywords in order for them to provide accurate results promptly. Moreover, proactive reminders and messages depending on consumer behavior can also be sent using bots.
Speed A/B Testing
A/B testing may be accelerated and simplified with the use of generative AI. Talking about an example, say you want to test two messages for sale: one that emphasizes the discount and another that emphasizes a limited time offer. In the past, your marketing team had to create and send each of these messages to your consumers manually and identify performance data as to which messages perform better. However, generative AI now allows businesses to generate both versions automatically, send them to your customers and test them to evaluate the outcomes. It can even determine which message is more effective for a specific client segment or which messages perform better at what time of the day.
Real-Time Network Optimization
Generative AI is also helpful in that regard. It can monitor delivery networks in real-time, determining the optimal path for every message, the transmitted message volume, and various carriers’ performance. Based on this data, Gen AI can use its algorithms to predict the optimal routing path for each message. With time, the system learns which carriers are most effective in what circumstances, ensuring that your communications reach your consumers promptly and consistently. With increasing capacity, AI can handle these routine hurdles, allowing human marketers to concentrate on more important activities and develop innovative marketing tactics.
Generative AI is a potent new technology that may become your hidden weapon. It builds more intelligent chatbots to respond to queries and make offers, personalized messages based on user behavior, automates the testing of various marketing messages, and even optimizes delivery to guarantee better communications. AI will take care of these chores to make mobile marketing more powerful and effective.
The author is co-founder and chief strategy officer, AdCounty Media
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