Leveraging Artificial Intelligence in Marketing for Social Good An Ethical Perspective PMC

Depending on the emotions detected, screens at gas pumps could provide product recommendations that best suit a particular mood. Consequently, AI will enable marketers to surmount hurdles presented by the dissonances between their marketing strategy and their customers’ emotions. Companies are changing the way customers experience their brand, with the incorporation of intelligent chatbots, predictive analytics, and other personalized offerings providing more intuitive customer experiences. Google’s responsive search ads enable marketers to enter up to 15 headlines and four description lines. With the Google Ads feature, entrepreneurs can jumpstart their businesses by tailoring their ads to geographic range, budgetary needs and other factors.

The Economist is a widely-respected digital publication but around 2017, its audience began to dwindle. Veneka use Airtable to keep track of inventory but thanks to Levity, their Airtable dashboard is now automatically updated, no need to manually classify and tag images as they come in. By analyzing the responses to your Net Promotor Score survey, general customer sentiment, and previous communications with the client.

Scaling marketing personalization.

Beyond just recommending content, AI aids Netflix in deciding what original content to produce. By assessing global viewing patterns, genres in demand, and even specific actors or directors that are popular, Netflix can make more informed decisions about which original series or movies to fund. If you’re planning to integrate AI into your marketing toolkit, understanding its pros and cons becomes vital. AI can rearrange or suggest content dynamically, making it easier for customers to find what they’re looking for. This reduces bounce rates and contributes to a smoother, more intuitive customer journey. Sara Quach has been recognized as the Rising Star in the Marketing Discipline 2020 by The Australian.

They can use AI-powered tools to automate the process of lead generation, customer segmentation, etc. Also, by streamlining processes and providing actionable insights, businesses can work more efficiently, make better decisions, and achieve better results. Invoca uses AI to provide call tracking, analytics and conversation intelligence services for marketers, attributing calls to specific digital campaigns. The AI platform simplifies attribution by analyzing live phone conversations and creating machine learning models to give accurate views of actionable data and conversions.

Core Concepts of AI in Marketing

First, although we set up three intelligences, the assignment of some applications to a particular intelligence is mainly based on the purpose they are used for. Sometimes those applications may have some elements of more than one intelligence; thus, suggesting that the three intelligences are fuzzy sets (Varki et al. 2000). Second, we do not have true feeling AI yetFootnote 1; thus, the current practice is to use thinking AI to analyze emotional data (e.g., affective analytics) and two-way interactions (e.g., chatbots and social bots).

The “gold standard … would be an ethicist … as a dedicated member of the development team” (McLennan et al., 2020, p. 488). In sum, both companies and customers can gain from personalized recommendations, products, services, persuasive appeals, and marketing mix in general. These supply- and demand-side benefits result from better addressing and serving customers’ cognitive and affective needs and preferences on the one hand and resource efficiency (i.e., time and costs) on the other hand. Besides, the use of AI in marketing is linked to a clear benefit and not developed and employed for the sake of it.

As brand loyalty programs continue to evolve, AI is helping companies capture critical consumer information across platforms. Visual-recognition software could also be used to make inferences about customers themselves. For example, a mother with two kids could be presented with an advertisement for tasty, healthy snacks inside the gas station store.

For example, AI algorithms can provide real-time suggestions on ad placement, considering potential viewers and optimal posting time. This helps ensure that specific ads reach the right audience at the opportune moment, driving higher engagement and conversion rates. Instead of relying on sporadic data analysis sessions to define customer segments, AI systems can constantly adjust and refine these classifications as new data flows in. This ensures that your marketing efforts are always aligned with the most current customer insights. This book also explores the dark side of AI in marketing management and discusses ethics and transparency of automated decision-making in AI applications, data privacy, cyber security issues, and biases in various facets of applications of AI such as DeepFakes which use deep learning technology could increase risks of manipulation and deception.

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