In the past, marketers relied solely on their instincts and guesswork when developing marketing plans and strategies. Today, marketers are able to use artificial intelligence (AI) as a much more sophisticated tool to develop their marketing strategies. Instead of using only instinct and guesswork to develop marketing campaigns, marketers can now utilize AI to help them understand consumer behavior in a more specific and effective manner.

AI has had a profound impact on how marketers now do their day-to-day business. AI leverages large amounts of consumer data instead of relying on the collection of data alone to help marketers make informed marketing decisions on how to lure consumers in to purchase. Every click, comment, or search from a consumer provides the marketer with insight about the consumers’ wants and needs to provide them the proper solution. AI can forecast what products consumers will buy, personalize marketing materials, and provide marketers with a strategic and tactical strategy to operate effectively 24 hours a day, 7 days a week.

When you think of AI being used in marketing, it may be in the manner of when Netflix provides you with suggestions of shows they believe you would enjoy watching, or when an online retailer sends you an email suggesting the product that would best fit your needs.

Additionally, marketers that utilize AI to gather data and provide insight regarding that data are using an advanced form of analytics that allows them to gain insight about their customer’s purchasing patterns quickly. With AI, marketers can analyze vast amounts of consumer data in seconds to develop personalized marketing campaigns and can use AI to provide rapid responses to customer’s inquiries via chatbots. AI can also be used to analyze trends, identify forecasted trends, and develop ad campaigns that target specific segments of a population at the most effective time.