The buzz around AI is increasing every day – now utilising it in marketing efforts is almost essential to keep up with competitors. But do you often feel overwhelmed as to how to get started with AI?
Imagine what this tool can do for you as a marketer who is trying to boost their lead generation and create tailored content that resonates with specific audience segments. Having a tool that has insight in all aspects makes every marketing effort a success.
This brings us to the purpose of this article, which is to provide insights about AI as shared by AI experts. Whether you want to better your marketing efforts or transform your marketing strategy, there are correct ways to use AI to be able to benefit from it. Below, we compile expert recommendations that provide a guide to using AI to make your marketing efforts better.
Payam Tamiz
CEO, Union Group Limited
Artificial intelligence has significantly transformed Union Group’s marketing strategy, delivering remarkable results. A key takeaway is how AI-powered tools have boosted lead generation by over 35%, showcasing the tangible impact of adopting AI in marketing.
AI’s ability to craft more effective, highly personalised messages has been instrumental in increasing engagement across various campaigns. By leveraging data, AI tailors messaging to align with different demographics and consumer behaviours, a critical advantage for Union Group as they operate in diverse sectors such as finance, property, and travel.
Furthermore, AI has streamlined the adaptation of content across multiple platforms and audience types, ensuring the messaging resonates with distinct customer needs. This adaptability is crucial in today’s fast-paced, ever-changing market landscape, proving that AI can elevate marketing efforts and drive significant business growth.
Cristiano Winckler
Director of Digital Operations
Artificial intelligence extends beyond the democratised generative AI tools like Chat GPT and Midjourney when it comes to revolutionising marketing. Some of the most transformative AI tools that anyone in marketing can use are those that provide data and leverage machine learning, like GA4.
For our ABM efforts, using platforms with integrated AI and data capabilities, like 6Sense, Demandbase and Snov.io have empowered us with greater insights through intent data into our ideal accounts, and enable us to target them with solutions before they realise they have a problem.
Similarly, many of the tools we’ve made use of for SEO work over the years now come with integrated AI writers, including Semrush and Page Optimizer Pro. Being able to integrate AI inside of these tools we’re already using providers marketers with an added advantage.
I’ve already mentioned more common tools like Chat GPT and Midjourney, and while not providing data to inform decision-making, are incredibly useful for augmenting skills, while not replacing specialists inside of a business. Right now, skilled people are still at the core of making AI tools work correctly, which means more than anything these experts can utilise these tools to achieve more while freeing up time to focus on more critical, human-centric tasks inside the business.
Henry Cooper
Head of Marketing Communications at Adviser Atlas 
Artificial Intelligence offers valuable tools for personalisation and data-driven strategies. By analysing vast amounts of customer data, AI enables marketers to create tailored content that resonates with specific audience segments, significantly improving engagement. Personalised messaging and recommendations, whether in emails or adverts, have consistently delivered higher conversion rates and customer satisfaction.
AI also enhances efficiency by automating repetitive tasks such as content creation, ad placements, and audience segmentation. This allows marketing teams to focus on strategic, creative endeavours while maintaining consistency across multiple channels. Furthermore, AI’s real-time analysis of consumer behaviour helps to adapt campaigns swiftly, ensuring they remain relevant and effective in an ever-changing landscape.
Predictive analytics is another area where AI shines, allowing marketers to forecast trends and customer needs with precision. This capability not only improves campaign targeting but also optimises budget allocation, leading to better overall performance. With AI’s growing role in marketing, businesses can achieve more personalised, responsive, and cost-effective marketing strategies that drive measurable results
The insights from these experts reveal the successes they achieved using different AI tools. Mentioned above are tools such as ChatGPT, MidJourney and many more which empower marketers with greater insights through intent data into their ideal accounts and empower them to provide a solution before a problem is identified. By following the guidance from Payam Tamiz, Cristiano Winckler and Henry Cooper, you will definitely succeed in using AI to enhance your marketing efforts.
