How AI can help (or hinder) the “like” factor in marketing

AI is fast becoming a core digital strategy for marketers looking to build the “know, like, trust” factor at scale — and with good reason. AI technologies can collect and process data with incredible efficiency, predict customer behavior, and mimic human conversation with jaw-dropping accuracy. It’s no wonder AI has a potential global annual value exceeding $3 trillion for marketing and sales applications alone.  

In our  last blog, we explored where AI can help advance the “Know” factor in marketing — for example, by collecting and processing vast amounts of data to understand how people perceive your brand and then marketing accordingly. Here, we’ll explore how AI can advance the “like” factor as part of your marketing strategy. 

AI helps deliver experiences that help clients like your brand. 

With messaging and advertising coming at buyers from every angle, success often comes down to a brand’s ability to connect on an emotional level. AI offers countless ways to help you meet the challenge. 

  • AI can collect, process, and analyze customer data and make intelligent decisions about personalizing brand experiences, such as campaigns and loyalty programs, so customers feel seen, understood, and appreciated. 
  • AI-powered chatbots can provide a “human” experience by engaging with prospects and clients in a natural, conversational style. And they can improve user experience by providing answers and even tailored advice in real-time.
  • And a bonus: AI’s efficiency at automating time-consuming tasks means your team could finally have the bandwidth for more strategic work. 

In these ways and more, AI can help you deepen relationships across the buyer journey and increase customer satisfaction and loyalty at scale. 

AI should enhance human interaction, not replace it. 

Despite the undeniable benefits of AI, it can also get in its own way. If you’ve experimented with ChatGPT — the free, AI-powered site where you can ask questions or give directions on almost any topic to a bot that will answer in nearly any style and format — you know that  AI has its limitations. 

A human element is crucial in providing context and connection. Some examples: 

  • Use AI to deliver advanced data insights that help tailor a marketing message about a specific product to a particular audience. But also have a system where customer service can tie feedback and issues to specific clients, so you don’t accidentally promote the product to someone who has already returned and complained about it. 
  • Use AI to sort and analyze the data to help identify the best loyalty program for a specific customer and trigger special offers or upgrades. But also have a team who can deliver specialized or high-touch service.

Bottom line: Applied wisely, AI elevates customer preferences — and the “like factor” — efficiently and cost-effectively. 

People are looking for custom solutions that meet their individual needs. With the right human guardrails in place, AI can help move your ideal clients along the buyer journey and build long-lasting relationships by optimizing experiences at just about every touchpoint. Now is a great time to consider integrating intelligent technologies into your marketing strategy. 

Our next blog will explore AI’s ability to build trust with prospects. In the meantime, if you’d like to learn more about how you can harness the power of AI to connect with clients, talk to one of our archers. 

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