By Solomon Thimothy, founder of Clickx

Artificial intelligence (AI) is one of the most revolutionary technologies out there today, particularly for marketing. Because your marketing strategy is all about understanding and adjusting to your customer’s needs, AI makes it easier to deliver tailor-made solutions to each individual.

However, AI is still developing. It’s a new technology and, therefore, most of us haven’t nailed down the appropriate ways to introduce it into our marketing strategies. When used correctly, AI can help you establish better connections with your target audience, convert customers more efficiently to save time and money and streamline your marketing efforts to improve your marketing process.

But unfortunately, AI isn’t a guaranteed benefit. If it is improperly implemented, it can actually have a negative impact on your marketing processes.

My company is currently working to incorporate the technology into our marketing and clients’ marketing as appropriate. Here are my tips for introducing AI to your marketing plan -- and some common mistakes you should avoid.

The Right Way to Use AI in Your Marketing

In an ideal world, AI could run your entire marketing plan. However, this dream is still pretty far off. AI should be used as supplemental technology, helping your team fill the gaps that they may be struggling to close otherwise.

One way to do this is through AI chatbots. Intelligent chatbots can do much more than just provide canned responses to prospects and customers. They are also able to learn more about what the individual is looking for and provide unique responses, suggestions and recommendations to fit their needs.

AI can also be used in email content curation and personalization. Dynamic emails are able to provide content to specific users based on their wish lists, the content they’ve engaged with in the past and the interests of similar visitors. This more targeted approach to email content can improve connections and clicks.

Another major benefit of using AI in marketing is in analytics. With AI-powered customer insights, you can identify relevant products or content for each individual and provide better marketing campaigns to ultimately convince them to convert.

Your goal with using AI in marketing should be to better understand your target audience so you can provide more personalized recommendations to them. Ultimately, you want to look for ways to create a better experience for your prospects and leads.

What to Avoid When Adding AI to Marketing

The biggest mistake marketers make when it comes to AI is believing. AI isn’t a quick fix. While it does a great job at enhancing the systems you already have in place or filling in the gaps you’re struggling to close manually, it shouldn’t act as a bandaid for your problems.

If a system or process isn’t working, AI won’t provide the magic answer you’re looking for. It also takes time to properly implement and to learn the behaviors and needs of your audience. This means you can’t expect to see results immediately.

As well, be careful not to depend on AI too heavily. While AI can help you make more strategic decisions, you need to use your best judgment when drawing final conclusions. Keep an eye on the recommendations AI gives you and your customers and feel free to interfere when necessary.

AI is meant to supplement your current processes, teams and strategies. It can enhance your marketing efforts and make them more efficient -- but it isn’t designed to outright replace them. If you give AI too much power, your marketing strategy could crumble completely.

Final Thoughts

As AI continues to advance, we’re still learning new ways to use it to run our businesses. As entrepreneurs looking to market our businesses, AI can help streamline some of the processes you’re unable to accomplish yourself or struggle to achieve with a small team. It can also provide deeper insights into how you’re connecting with your target audience and what kind of content they need to convert.

But in order to reap the benefits of AI, you need to be sure you’re implementing the tech the right way. Start out slowly, looking for areas that you may be able to improve. As you build your strategy and become more familiar with what AI is capable of, you can start adding the tech to more and more areas of your marketing.

Solomon Thimothy is the founder of Clickx, a marketing intelligence platform that helps businesses and agencies with marketing attribution.

Published on: Jun 21, 2019
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.