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The benefits of AI are numerous, from accelerating revenue and cost reduction to enabling differentiated content experiences. But the real benefits of AI to marketers are still to be figured out. While AI technology continues to improve, marketers need to continue to educate themselves about the power of this new technology. As it gains more data and experience, its performance will continue to improve. The potential of AI in marketing campaigns is clear, but the biggest question is: How can it benefit your company?

Several industries are already benefiting from AI. Content creation is one such area. For example, AI can surface insights from other sources and create content that out-manoeuvres competitors and attracts targeted audiences. AI-powered content creation can also provide insights into the best approach to content strategy. AI tools are also used to generate content for social media platforms, such as Facebook Messenger. Using artificial intelligence in content creation will allow your business to focus on its core strengths, while leveraging AI’s power to generate content on its own.

AI can also boost your efforts as a marketer, as it makes marketing more relevant to your audience. According to research, 61 percent of marketers strongly believe that AI and machine learning (ML) are the next big thing. But don’t be fooled by the hype. This technology will not be a fad. Today’s generation demands fast, relevant content and information. That’s why marketers need to incorporate AI into video marketing.

While marketing professionals need to understand AI to use it in strategy and content creation, they need to keep in mind that AI-powered tools have a huge impact on the overall productivity of a marketing team. In addition to making the marketing process more efficient, AI-powered tools can improve the consistency of brand identity and messaging across functional silos. Marketing leaders can begin by discovering the AI tools that are available. A good place to start is with the content strategy.

Another example of artificial intelligence is YouTube’s “Up Next” feature. Because YouTube users upload videos every minute, their dataset is constantly changing. YouTube’s AI needs to be unique from Netflix’s recommendation engine. Because of that, it uses a two-part system to manage the fresh data and real-time recommendations that come from the YouTube users themselves. The AI needs to know how to handle the constant updates to its dataset. With this, it will be able to deliver a personalized experience that users will love.

The concept of inanimate objects with intelligence has been around since ancient times. The Greek god Hephaestus was portrayed in myths forging robot-like servants. The Egyptians used engineers to construct statues of gods that were animated by priests. Thinkers throughout history have tried to understand the processes of human intelligence using the logic and tools of their times. Many of these concepts are now part of AI. They may seem abstract to some, but they are very real.