The world of marketing is undergoing a revolutionary change with the rise of artificial intelligence (AI). There's simply no getting around the fact that AI is playing a defining role in - the future of - our field. Just think about increasing conversions and improving customer relationships and generating targeted content for your potential customers. In this blog, Sebastiaan de Ruiter talks about how AI helps you, but also what you need to watch out for.

Create more targeted content and analyze data faster

With AI, it is possible to generate personalized content for your target audience at lightning speed, whether B2C or B2B. Where previously large teams were needed for content creation, with AI you can analyze data and produce relevant content much faster and much more focused. You used to have to struggle through all the data in Google Analytics, now you ask your virtual colleague to pore over it for a second or so. As exciting as it may feel, it also gives you the opportunity to work more efficiently and effectively, increasing conversions and ROI.

AI and customer relations

AI is not only useful in data analysis and content creation, it can also help improve customer relationships and make strategic marketing decisions. It is ideally suited to generate personalized content. Take a chatbot. In the old days, a whole battery of people would sit and figure out all the scripts needed to communicate with customers. You had to figure out every communication flow in advance. AI comes up with the answer "on the spot. Of course, you have to make sure it gets relevant input, but if you've done that right, it then learns from the conversations it has and constantly adapts to individual customers' preferences.

Important balance between human input and AI

While AI offers many advantages, we must not forget that human input is still crucial if you want to keep the quality of your content high. A copywriter - whether a journalist, a blogger or a copywriter - brings nuances and has a unique writing style that AI still cannot match. In addition, you must always maintain final control yourself. Not everything AI says is true. Your own knowledge must be of such a level that you can distinguish fact from nonsense. If I ask ChatGPT to generate ten FAQs about a DAM system, I can substantiate that pretty quickly with my knowledge and experience. But if I ask ChatGPT to write a blog about quantum mechanics, the virtual smart guy can tell me anything. It is therefore essential to strike the right balance between human expertise and AI-supported content.

Privacy and personalization with AI

When it comes to privacy, it is also important to guard the balance. AI offers the possibility to make content super personal, at the same time we are dealing with privacy legislation that sets limits to this. Marketers must handle personal data carefully and adhere to applicable privacy rules, even - or perhaps especially - when deploying AI.

The importance of efficient content management

Of course, it's great that AI allows you to produce content so quickly. But this exponential growth of content requires a structured approach. If you don't have your content well organized, you will only create more chaos.

Curious?

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