Communicating the Value of Artificial Intelligence (AI) to Your Clients

A few weeks ago, the American Advertising Federation of Baltimore hosted a session with Matthew Fanelli of MNI Media titled, “Artificial Intelligence – Reimagining Business with AI.” It was a great presentation and it really got my wheels spinning on all the ways we use artificial intelligence (AI) at Response Labs. I compiled these examples in a short list to demonstrate how we communicate the value of AI in the work we do for our Clients. 

1. Effectively targets specific audiences, enhancing effective personalization

Dale Carnegie once said that “a person’s name is to that person the sweetest and most important sound in any language.” When I receive an email with a subject line that includes my first name, I’m just a little more inclined to open it.

2. Improves the quality of your purchased impressions

We all want everyone to know and love our brand. Sorry to be the bearer of bad news, but that’s just not realistic. AI puts your brand in front of people who have portrayed behaviors that align with your current customer database. It provides relevance and makes recommendations to those who want it, and not those who don’t.

3. Fosters customer loyalty

Have you ever been online shopping at work when your boss walks in and you have to quickly close your screen? I haven’t, but for the sake of AI, let’s say I have. A day or two goes by and I receive a “Did you forget something in your cart?” email. Why yes, AI, I did. And now I’m going back for it.

4. Optimizes results

Machine learning algorithms centralize your data for you. This collection of information can be used for driving future acquisition initiatives and improving retargeting strategies. As a result of my above mentioned hypothetical online shopping habits, Instagram now knows that I have a fetish for sneakers. They will stop at nothing to ensure I know when there is a sale.

You see, because of artificial intelligence, we as digital marketers are able to work smarter, not harder. We as humans use our knowledge to program and manage these machines. AI optimizes that knowledge at lightning speed. Thanks, AI, for allowing me to get to Happy Hour by 5pm.


Hannah Butler
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