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Get a shiver down your spine at the mere mention of AI and marketing? Us too! But here’s the thing — AI isn’t the scary monster under your bed. It can be a powerful tool in your marketing workshop. With increased demand for digital user experiences and widespread adoption of applications like chatbots, we’re not being replaced, we’re simply evolving and finding new, smarter ways to connect with our audiences. So, let’s dive in and demystify AI together, shall we?

“AI isn’t replacing us, it’s empowering us,” says Michael Krieger, Director of Marketing Analytics & Operations at MKR. “Those who embrace and understand it will lead the pack, while those who don’t risk falling further behind.”

What exactly is AI?

At its core, AI involves the use of Natural Language Processing (NLP) and Large Language Models (LLM). NLP is the technology used to aid computers to understand the human’s natural language, while LLMs are brains in which we train AI to understand and generate human-like responses.

AI is like a turbocharger for your marketing engine. It supercharges customer interactions, streamlines your marketing efforts, and uncovers valuable insights into customer behavior. It’s not just a tool, it’s a game changer.

Like any technology, chatbots come with their own set of pros and cons. On the positive side, they offer 24/7 customer service, can handle multiple inquiries simultaneously, and provide instant responses. On the downside, they may lack the human touch and may not fully understand complex requests or context.

Dan Gronitz, Lead Developer at MKR says, “Companies should understand that in the long-term, the pros outweigh the cons with AI. Seemingly high up-front costs will be negated by operational savings for customer service positions and on-going training. AI chatbots will be able to gather information quicker, analyze data, and automate processes allowing employees to focus on more complex tasks.”

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Are you prepared?

Marketing’s future is not something we enter. It’s something we create. We at MKR are not suggesting you go invest in an AI chatbot if it doesn’t fit with your current marketing and sales objectives. But laying the foundation is a valuable investment.

Here are a few areas you can focus on right now to prepare your organization for a future dominated by AI:

Embrace chatbots: If you haven’t already, start building out customer service journeys via a traditional chatbot. This can help automate routine tasks, freeing up your team to focus on more strategic initiatives.

Invest in your content: Content is the fuel that powers AI. The more quality content you create, the more data you have to train and refine your AI models. This can enhance the accuracy and effectiveness of your AI-driven marketing efforts.

Define your brand voice: AI can mimic human conversation, but it needs guidance. Clearly define your brand tone, voice, and style to ensure your AI interactions are consistent with your brand identity. This can help create a consistent experience for your customers.

Understand your data: AI thrives on data. Make sure you understand what data you have, where it’s coming from, and how it can be used. This can help you leverage AI more effectively and gain valuable insights into your customers’ behavior.

Stay informed: AI is a rapidly evolving field. Stay informed about the latest developments and how they can impact your marketing strategies. This will help you stay ahead of the curve and leverage AI to its full potential.

Remember, you are not on this journey alone! For strategic considerations and actionable tactics your organization should consider for a future with AI-driven marketing, reach out to your current account executive.

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