How much will artificial intelligence (AI) impact your job as a marketer in the next two years? Probably way more than you think.

From audience targeting to content strategy to SEO — media buying to email writing — hundreds of activities marketers perform every day will be intelligently automated to some degree in the near future.

Billions of dollars are pouring into marketing technology companies intent on driving efficiencies in traditionally time-intensive, data-driven tasks across every marketing discipline.

While in most instances AI will augment, not replace, marketers, it will ave a disruptive effect on the industry. Career paths will be altered, while roles and responsibilities will evolve as businesses seek ways to drive costs down and performance up through AI-powered solutions.

The more you know, and the more proactive you are preparing for the change, the better positioned you’ll be to use AI to your advantage.

How marketers rate AI use cases

At the Marketing AI Institute, we used our AI Score for Marketers assessment tool to ask hundreds of professionals to rate the value of intelligently automating more than 60 common AI use cases within the five Ps of AI framework:

  1. Planning: Build intelligent strategies.

  2. Production: Create intelligent content.

  3. Personalization: Power intelligent consumer experiences.

  4. Promotion: Manage intelligent cross-channel and cross-device promotions.

  5. Performance: Turn data into intelligence. 

All use cases were scored on a 1 - 5 scale based on the same question: “Assuming AI technology could be applied, how valuable would it be for your team to intelligently automate each use case?” Respondents are guided to consider the potential time and money saved, and the increased probability of achieving business goals.

1 = No value
2 = Minimal value
3 = Moderate value
4 = High value
5 = Transformative

Here are the top 25 marketing AI use cases, with average rating, according to our analysis of 210 respondents. As you can see, the highest rated use cases were scored between 3 and 4, indicating they are of moderate-to-high value for marketers.

  1. Analyze existing online content for gaps and opportunities.

  2. Choose keywords and topic clusters for content optimization.

  3. Construct buyer personas based on needs, goals, intent and behavior.

  4. Create data-driven content.

  5. Discover insights into top-performing content and campaigns.

  6. Measure return on investment (ROI) by channel, campaign and overall.

  7. Adapt audience targeting based on behavior and lookalike analysis.

  8. Optimize website content for search engines.

  9. Recommend highly targeted content to users in real-time.

  10. Assess and evolve creative (e.g. landing pages, email, CTAs) with A/B testing.

  11. Deliver individualized content experiences across channels.

  12. Define topics and titles for content marketing editorial calendars.

  13. Predict content performance before deployment.

  14. Forecast campaign results based on predictive analysis.

  15. Build media and influencer databases based on interests, audiences and intent.

  16. Prescribe strategies and tactics to achieve goals.

  17. Present individualized experiences on the web and/or in-app.

  18. Design websites, landing pages and calls-to-action.

  19. Map buyer journey stages based on historical lead and conversion data.

  20. Draft social media updates with copy, hashtags, links and images.

  21. Analyze and edit content for grammar, sentiment, tone and style.

  22. Determine goals based on historical data and forecasted performance.

  23. Score leads based on conversion probabilities.

  24. Curate content from multiple sources.

  25. Build dynamic charts and graphs to visualize performance data.

Check out AI Score for Marketers to explore and rate dozens of AI use cases, and get personalized recommendations for AI-powered vendors. The assessment takes 7-10 minutes. Contact information isn’t required to get your results.

The future of marketing is coming

If you’re looking to expand your understanding of AI, and pilot use cases within your organization, we invite you and your team to join us for the Marketing Artificial Intelligence Conference, July 16-18, 2019 at the Huntington Convention Center in Cleveland. 

MAICON brings together top authors, entrepreneurs, AI researchers, and executives to share case studies, strategies, and technologies that make AI approachable and actionable for marketers.

The event is designed for director-level and above marketers and largely caters to non-technical audiences, meaning attendees do not need backgrounds in analytics, data science, or programming to understand and apply what they learn.