With the ever-increasing impact of Artificial Intelligence and Machine Learning in our lives, it was only a matter of time before AI and ML entered the marketing landscape. Consumers are always looking for personalized shopping experiences, and the emphasis on this is only going to increase with time. Personalization has always been a very labour-intensive aspect of the marketing space as marketing professionals have to create campaigns for each different customer segment manually. However, AI has the potential to deliver on that personalization in ways that have been unachievable; AI enables companies to deliver content to different segments of customers in an instant.

Marketing agencies have been working towards effectively tailoring messages to individual customers. An example is using a customer’s browsing history to provide advertisements on websites, like Google’s AdSense, this is generally looked at by customers as being helpful. In order to provide maximum customer engagement, marketing agencies need to compile a marketing automation platform that contains all the relevant information about the engagement. Another important aspect is the feedback received from customers; this provides vital information about the success of the marketing campaigns that have been conducted. The benefits of ML, however, will have the biggest impact for marketers. As ML becomes more widespread and reliable, marketers will be able to outsource time-intensive tasks to the automation platform. They will then be able to focus their time and energy on the creative aspects of the campaigns and more important tasks.

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