Today, AI and ML are at the forefront of nearly every industry. The adoption of AI/ML in the advertising & marketing space marks yet another step in the evolution of AI as an essential technology layer of the future. In fact, marketers have leveraged AI/ML technology to enhance their efforts on each step of the customer journey.

This article will talk about some key areas of Marketing and how famous companies have leveraged AI in all of them –

1. 1. Brand Marketing
   2. Content Marketing
   3. Digital Marketing
   4. Content Research
   5. Analytics & Customization

1) Brand Marketing: Lays’ personalized Messi video campaign

Lays are amongst the official sponsors of the Champions League in football. Lays also has Lionel Messi as their brand ambassador. The marketing team of Lays saw this opportunity and took the help of AI in designing a very interactive and engaging campaign to increase their brand awareness.

They shot a video with Messi with a generic message leaving some portions of the video which can be customized later. This video was then used to generate a personal message with the help of deep fake technology.

Anyone could just enter their details like name, friend’s name, etc. for generating a video of Messi inviting their friends for the game on their behalf.

The AI algorithm produced high-quality videos that were so good that users were unable to tell the difference at all. This campaign was launched in 20 countries and 10 languages, drove a lot of buzz, and caught the eye of a lot of people increasing Lays’ brand awareness.

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2) Content Marketing: Tomorrow Sleep’s efforts to increase organic traffic

Organic traffic is always one of the most important long-term revenue-driving channels for any company. It becomes very difficult for any start-up to generate results as their competitors have already established their presence online. When competition has a good online presence they would have highly optimized websites and content. These factors make it extremely difficult for any company starting to outrank the existing competition in the search ranking.

Tomorrow Sleep, a mattress start-up, used MarketMuse AI-powered content research, intelligence, and writing platform. With the help of MarketMuse, they were able to identify primary and related topics for which they needed content. Then they identified gaps and opportunities for the top 20 search results.

The results were staggering. They not only outranked their competition but also increased their organic traffic from 4000 a month to 400,000 a month within a year!

3) Digital Marketing: Chase Bank’s copywriting using Machine Learning

Chase Bank used machine learning for making its marketing creatives more enticing and engaging. When they had to generate a lot of headings for various promotional content across ads/channels, they found that content generated through the machine learning model generated more responses and engagement from their users.

For example, the heading generated by a human read:

“Access cash from the equity in your home.”

The machine learning generated version read:

“It’s true—You can unlock cash from the equity in your home.”.

Which heading would you engage with? More likely the second one right? The results showed that the latter performed better too. Chase saw as high as a 450% lift in click-through rates on ads rendered with the help of a machine learning model.

4) Content Research: American Marketing Association Personalized Newsletter

As the largest community-based professional marketing association in the world, the American Marketing Association needs to stay on top of all the trends and discover different ways of connecting with different industries that look up to them for resources related to marketing practices, branding, customer experience, etc.

Now, in order to personalize the reading experience by providing the content according to the preference of every person individually. The American Marketing Association took the help of an AI-powered content marketing tool called rasa.io.

With the help of this tool, they were able to generate smart newsletters that had content relevant to each user individually.

Along with providing relevant newsletters, this tool also allows the American Marketing Association to place itself above newsletters. This helps them establish themselves as a leader and drive traffic to their website.

5) Analytics & Customization: P&G

Today with abundant unstructured data available at our disposal. It becomes really difficult to generate any meaningful insight out of it.

This is where AI and ML can help us sort out the data and churn out valuable actionable insights. That’s exactly what P&G did.

With over 300 million visitors on their website every month, it was very difficult for them to see anything insightful because of the immense noise and variations in the data. They used machine learning algorithms to implement statistical models, that provided them with insights into preferences and lifetime value of various cohorts of users.

For example, they found that women in their early 20s preferred using a different kind of skin care product to the one in their late 20s. This gives them more insights into what kind of brand, ingredients, usage of the product work for which kind of audience. This in turn will help P&G to optimize their campaigns and promote products more effectively to the right audience.

What about your company? Are you leveraging the power of AI/ML for your company’s growth?

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