What does AI mean for marketers in 2021 and beyond?

February 23, 2021

There are now endless AI solutions aimed at helping brands and marketers.

They can identify potential customers, hyper-personalise and tailor messages to specific needs, improve ad placement, and pinpoint the most effective communication channels.

With 22% of marketers currently using AI-based applications, and an additional 57% planning to use them in the next two years. It’s clear that AI solutions are quickly becoming the norm for many businesses.

Artificial Intelligence Stands Out Among Fast-Growing Sales Tech

Sales leaders expect their AI adoption to grow faster than any other technology.
Other sophisticated capabilities such as marketing and sales process automation also rank high.

So, we could take you through a list of all of these AI-powered marketing solutions and strategies. But let’s be honest. That’s all been done before. And many marketers are now pretty familiar with the options available to them.

Instead, we want to introduce you to some of the AI trends which we think marketers will be most excited to learn from in 2021. And maybe even some you haven’t heard of before.

1. AI and humans working in harmony

AI has had a bad reputation for a while.

Many believe that the robots will take over. We will all lose our jobs. And in a matter of years we’ll be plunged into a dystopian nightmare.

At Datasine, we don’t think that’s the case.

Instead, we believe that by utilising AI, marketers can bring together the benefits of human and machine learning. Combining the creative elements of a human with the facts and data crunching of AI.

By collaborating with AI, businesses can bring out the best of both to generate the best possible results. Especially in areas of sales and marketing that can be heavily influenced by human subjectivity or bias, such as decision making.

So, instead of AI taking our jobs, they will improve our day to day activities. Streamlining our tasks and processes. Leaving us with more time to focus on strategy, experimentation, and progression.

2. Creative analysis

Analysis and creative may seem at odds with each other. But creative contains data and information which can actually be analysed using AI.

Each piece of creative contains vast information points such as imagery, layout, copy, colour, and so on.

All of this information can be combined with a brand’s engagement data to gain a full understanding of what creative elements produce the best possible performance.

This is a huge step forward for online advertising.

It means that marketers will spend less time on guesswork and predicting what their audience might engage with. And spend less money on testing ads which end up generating little to no ROI.

Instead, it puts in place a precedent that we cannot continue making decisions based on committee, without the data and proof to back that up.

3. AI for good

Social media algorithms are often talked about by marketers and users alike. But one of our favourite social media usages of AI is by Facebook.

You may not be aware, but Facebook has been quietly pioneering AI for a while.

One of Facebook’s main goals is to connect every person on the planet with Facebook-owned technology and solutions (WhatsApp, Instagram) within the next 100 years.

And they’re using AI to achieve this.

But Facebook is proving that AI can be used for good. To solve not only business challenges, but the challenges of their users too.

Some of the areas Facebook is focusing on are machine translation for different languages, AI chatbots, and even suicide watch to identify signs of suicidal activity in users.

We’re excited to see what we can learn from Facebook in the future.

4. AI and Datasine

Of course, we couldn’t talk about marketers using AI without mentioning our own offering.

At Datasine, we use AI to help marketers get the best possible results from their online ads.

We use a three step process to turn creative into data, learn everything about your ads, and then give you the tools to optimise them.

In terms of AI, we use Computer Vision and Natural Language Processing to break down image elements and ad copy into quantifiable data, to identify the highest performing variables in your ads.

We then combine creative data with your contextual campaign information – such as offers, audience, and placement settings – with historical results data. To build an AI-powered database of why and how your ads produce results.

Then you are able to use our platform to create better-performing ads, manage more effective campaigns, and continue to learn even more about what creative elements impact your performance.

Looking to bring AI into your business?

If we’ve learned anything over the past year it’s that it’s important to future proof your business. To streamline your processes, cut unnecessary spend, and focus on the best performing activity.

AI and Datasine can help you do just that with your online ads.

If you’d like to learn more, simply get in touch with one of our experts. They’re always happy to help.