AI Marketing Trends and Predictions for 2023
As businesses adapt to the changing work environments, AI and automation are revolutionising industries across the globe. Here are some predictions for how businesses will evolve in 2023:
AI Driving Consumer Demand
PwC’s Global Artificial Intelligence Study predicts that 45% of the $15.7 trillion in global economic gains by 2030 will come from AI and automation product enhancements in the manufacturing industry. This includes the ability to predict unexpected equipment breakdowns, identify yield losses, and locate detractors.
Improving Customer Experience with Chatbots
Many businesses are using Chatbots with AI and machine learning capabilities to improve the customer experience. For example, real estate companies are using AI-based tours to improve agent productivity and provide a customised buying experience.
CMOs, take note: AI’s biggest impact is the speed it offers universal marketing efforts. From getting a corporate video off the ground with just an avatar to keyword inclusion in written content or the use of predictive modelling to extrapolate sales data, marketing strategy has shifted tremendously since we studied the 4 Ps of marketing at university.
Changes to PPC Intelligence
2023 will bring more changes to the pay-per-click (PPC) world, including increased automation and government regulations. As the CEO of Optmyzr, Frederick Vallaeys suggests that PPC managers should adopt the concept of “automation layering” to maintain control over the performance of paid ad campaigns. PPC professionals play a crucial role in ensuring the quality of data driving automated decision-making.
Google already seems to be moving away from a keyword-based strategy as it deprecated Expanded Text Ads in favour of Responsive Search Ads, and the incredible improvements made possible with Performance Max campaigns. It is a sign that machine learning is getting much more powerful and it makes perfect sense to weave it into campaign management.
Microsoft is also coming after Google’s search marketshare in a big way, reaching 70 new markets in 2023. While it may not be a significant shake up for most, for B2B marketers Microsoft Ads will become a necessary part of their marketing strategy.
Conducting SEO at Scale using AI
AI-assisted automation is improving SEO practices by streamlining keyword research, content creation, and optimisation. We have already seen the exponential growth of AI-generated content and AI-assisted automation, providing marketers with new opportunities to enhance their SEO strategies and achieve content success.
However, there is a common misconception that AI is taking over the SEO workflow processes. AI is instead automating the most complex pieces, such as content workflow efficiency, making it easier for marketers to achieve success with AI-generated content and AI-assisted automation. AI SEO automation platforms allow for automation of on-page related factors, such as internal linking and structured data, improving efficiency and accuracy.
The fast-paced nature of the SEO industry requires constant adaptation and innovation, and the integration of AI and automation technologies is helping businesses stay ahead of the curve. With AI, marketers can reduce repetitive tasks and improve productivity, keeping up with the ever-evolving algorithms and data in the SEO world.
Video Content Creation using AI
With the increasing demand for video content and the rise of AI technology, such as synthesia.io and FlexClip, video creation using AI is getting a new face (excuse the pun) in the marketing industry. Marketers are already getting their video scripts written by ChatGPT using intelligent prompts, and then inserting their scripts into AI powered avatars that look like real humans to voice and act out their production – it is probably a 100 times faster and cheaper than hiring models and photographers, booking shoots and venues, and then waiting for post-production to deliver the final product. It is also possible to clone real people (voices and all) for use in the production of video content.
The use of AI-powered video production is adding a new pace to the speed with which businesses create and distribute video content to their audiences.
It is an unbelievably exciting time to be working in the marketing industry because not only are big players making big moves (see Microsoft’s new ChatGPT-powered search interface and Google’s anticipated ChatGPT competitor launch) , even small players can make big moves by multiplying their efforts overnight thanks to AI. Properly investing into AI marketing technologies in 2023 is a surefire way to upscale your marketing efforts, regardless of industry or company size. Remember, you are in the driver’s seat and have full control over the technology.
Featured photo: Photo by Andrea Piacquadio