Morphio blog Post

8 Examples of AI in Marketing

By Eric Vardon

What if we said that you interact with AI every day without realizing it? While artificial intelligence seems out of reach for a lot of agencies, it’s actually right under your nose.

Moreover, a survey of 500 digital marketers found that they had a better understanding of customers and more productivity thanks to using artificial intelligence.

That’s not to mention an ROI increase and better performing content, as well. Don’t you want results like that?

Well, it’s not as much of a stretch as you might think. AI is built into practically everything we touch which is why we want to show you two things today…

Firstly, eight examples of how AI is used in marketing and real world companies. Secondly, the human impact it has.

1. Dell’s automated email newsletters that received a 50% increase in CTR

Despite email marketing being decades old, it remains one of the most effective channels to reach customers.

If you collect emails and send out newsletters, you know that writing out newsletters, new headlines, and calls to action can be a bit tedious. 

Dell did, too. That’s why they began working with an AI company to streamline the process and get better email marketing results at the same time.

A company as big as Dell has a lot of customers and that means a lot of segments. They needed a way to send custom messages to these individuals. Say hello to AI.

The partnering company developed the following improvements:

Dell’s partnering company was able to take Dell’s original email promotions and alter them depending on the segment’s behavior. 

The results included a double-digit increase in both click-through rates and conversions. 

This is a great example of how introducing AI into your marketing plan can help you save time, energy, and make the life of everyone in your agency easier.

2. Sky’s customer segmentation of 22.5 million customers

Sending the same email to a giant audience is a recipe for disaster. Each segment responds to different messages, offers, and calls to action.

That’s why the IT company SKY, when faced with the dilemma of managing 22.5 million customers, knew they had to work smarter, not harder.

Not only did they need to manage these customers in a more organized way, but they wanted to treat them as humans, not numbers.

Having so many customers makes it difficult to interact with them all in a   way, so what’s there to do? Take advantage of AI.

Sky was able to deploy personalization and analytic tools to gain a deeper understanding of their segments while delivering them all customized messages.

That’s one of the most underrated uses of artificial intelligence: bringing the human element back to business.

Head of Digital Decisioning and Analytics at Sky, Rob McLaughlin, put it best by saying “People think of artificial intelligence as delivering experiences that are very robotic and strictly defined, but it’s actually the opposite.”

They also used machine learning to gauge how customers were interacting with different products and services. This information was then used to route them to the best possible service representative when calling their help center.

So many agencies forget that their clients and customers are real human beings. When you’re staring at analytics and dashboards all day, it’s easy to see why.

That’s why Rob McLaughin also went on to say “We’re learning to better relate to our customers as truly unique individuals and deliver the human connection that they’re looking for.”

3. Google’s RankBrain algorithm

Think about how much you use Google. Probably every day, right? Well, you’re constantly interacting with AI whether you realize it or not.

Outside of autosuggestions and Google knowing what you’re searching for before you do, their algorithm update RankBrain is the epitome of AI in marketing.

This update from 2015 began to weigh user experience metrics like bounce rate, click-through rate, and average time spent on page more heavily for ranking websites.

Why is this? Simply because these metrics speak volume about how humans interact with a website. Are a high number of users bouncing and not staying for long? Then it’s probably irrelevant to them or the quality needs improvement.

As businesses publish more content and users interact with it, Google uses this data to become smarter and offer better search results for everyone.

4. AirBnB’s pricing algorithm

You’ve used AirBnB before, right? Whether you booked a stay or listed an apartment for rent, you probably didn’t realize you directly interacted with AI.

AirBnB worked with a machine learning company to introduce an algorithm that optimized pricing in real-time. 

It was able to do this by looking at the building’s features, location, and other traits while comparing it to nearby places.

This algorithm helps users of AirBnB find the best price for their stays while renters receive more customers. Everybody wins!

But it doesn’t stop there.

AirBnB’s artificial intelligence is capable of decreasing prices to fill rooms if they believe it will remain empty or increasing price as demand rises near holidays and events.

Once again a great example of how AI can improve the lives of everyone involved and improve business performance.

5. Google’s voice search is rapidly on the rise

Okay, Google. How many people use voice searches on a daily basis? 

44% of adults and 55% of teens to be exact.

I don’t know about you, but it seems like we can’t go a day without hearing someone say “Okay, Google” followed by a question.

It’s easily one of the most common and interactive examples of AI in marketing we see today. 

Google’s technology is able to recognize your voice, what you’re asking, and then display the most relevant results.

While that’s how it works on the consumer’s end, businesses are understanding the rise in voice search is changing how they need to optimize for search engines.

Targeting natural phrases during the keyword research process allows them to drive more organic traffic and improve the user experience by delivering relevant content.

6. Grammar editing tools like Hemingway

Thank goodness for grammar editing apps. They save you heaps of time and energy by cleaning up errors as you write. But, what exactly is doing all the hard work? AI!

Look at Hemingway Editor, for example. 

This web app not only corrects errors in your writing but grades its reading level, passive voice, and offers suggestions for improvement.

The same goes for popular apps like Grammarly. All of these tools use simple levels of artificial intelligence to help you become a better writer and ultimately publish higher quality content.

7. Google Ad’s automatic bidding system

Businesses make $2 for every $1 they spend on Google Ads. It’s no surprise why it’s so popular. However, what’s behind this amazing performance?

You guessed it — artificial intelligence.

When you’re setting up a Google Ads campaign, one of the first options you set is your bidding strategy

When a user selects the “Maximize clicks” or “Maximize conversions” options, Google will automatically set the bids to improve the campaign’s performance.

Marketers can kick back as their ads drive the most results for as little budget thanks to this basic AI.

If you run Google Ads campaigns, make sure to read our previous blog post on increasing PPC conversion rates.

8. Ad optimization on Facebook

Have you ever spoke about something and then the next time you opened Facebook an ad for that popped up? Crazy, huh? Well, not really. It’s simply artificial intelligence at work.

The same goes for collecting cookies and your recent website visits to determine what ads would be the most suitable for you.

You can argue that these ads are invasive, but they aren’t necessarily. If anything, it’s empathetic

These platforms are using AI to determine which ads make the biggest impact on your life through your interests. They appear in the Facebook newsfeed like this:

Whether the ad promotes a product, service, or free resource, users are seeing advertisements that would make a difference in their life.

Conclusion

What isn’t integrated with artificial intelligence at this point? Not much. AI has been mixed into everything from social networks to the apps we use every day.

It helps to make the user experience much more personalized which emphasizes the human element of a business. Your customers aren’t numbers anymore with AI, but rather people you can engage with individually.

There are more detailed analytics and data for your agency to collect thanks to these advancements, too. But, that also means more to get confused with

That’s why platforms like ours at Morphio will become priceless as AI becomes unavoidable.

Book a demo with us today to see how machine learning can make running your agency smoother while delivering better performance.

Eric Vardon

CEO, Co-Founder @ Morphio

CLOSE