This document discusses how AI can power digital marketing efforts through applications like programmatic advertising, hyper-personalization, predictive email campaigns, customer churn prediction, and conversational AI. It explains that AI allows marketers to analyze large customer data sets to deliver personalized experiences and messages to each user. Programmatic advertising uses AI to automate digital ad buying and optimization. Hyper-personalization involves using AI to provide highly customized website content tailored to individual interests. Predictive email campaigns apply AI algorithms to study behavior and send targeted emails. Conversational AI assists customers through natural language interactions like chatbots and virtual assistants.

1. AI-Powered Marketing

2. Application of AI

3. Problem Statement
Problem Scenario: You are the CEO of an e-discovery startup. You want to adopt hyper-
personalization and predictive analytics in your digital marketing efforts and get an edge over the
competition.
Objective: To empower your marketing team with an AI-enabled marketing strategy

4. Learning Objectives
By the end of this lesson, you will be able to:
Evaluate the application of Artificial Intelligence in marketing
Identify the importance of AI in sales
Apply tools of AI in marketing operations

5. AI Marketing
AI marketing uses artificial intelligence technologies to build capabilities that can execute
automated operations resulting in high yields to marketing efforts.
Data Analysis Media Buying
Automated
Decision-
Making
Hyper-
Personalization
Content
Generation
Common AI Marketing Use Cases:

6. Programmatic Advertising
Programmatic advertising is the process of automated buying and optimizing digital spaces for
advertising. It is designed to replace human negotiations with AI-optimization techniques.
Publisher or
Supplier
Supply-Side
Platform (SSP)
Ad-Exchange
Demand-Side
Platform (DSP)
Brand or
Advertiser

7. Importance of Programmatic Advertising
Real-time changes
Ability to target
Flexible scaling
Streamlined and
efficient
Easy to sell
Better communication
Lower cost
Higher relevancy
For
Advertiser
or Brand
For
Publisher
or Supplier

8. Hyper-Personalization Marketing
Hyper-Personalization is a process to deliver more customized or personalized experiences
for visitors on a website, with relevant content and information. It attracts and engages
website visitors with unique content tailored to their interests.
Audience
Selection
Event
Recognition
Personalized
Action Decisions
Channel
Decisions
Response Data
Collection and
Analysis
Elements of Hyper-Personalization

9. How AI Enables Hyper-Personalization
Customized
contextual content
Accurate
attribution
Predictive
marketing
Personalized and
real-time customer
support

10. Deeper Customer Insights
Customer insights shed light on customer attitude and sentiment. Emerging AI technology enables a
better understanding of the customer, based on product reviews, tweets, images, blog posts, forum
posts, and any other form of digital footprint. This will help build better user experience for the
customer.
Predict customer behavior
1
Tailor customized content
2
Build a competitive edge
3
Advantages of deeper customer insights:

11. AI-Enabled Customer Insight
Market research and AI-enabled customer insights are evaluated by these three parameters:
Efficiency
Effectiveness Enhancement
Three
Es

12. Predictive Email Campaigns
AI is essentially used to handle huge data to provide personalized operations. AI algorithms allow
marketers to study customer behavior and send tailored e-mails to every user. It enables delivering
the right content to the right audience at the right time, in an automated manner.

13. How AI Influences Email Marketing
Predictive personalization
Automated workflow
Ways AI
influences
Optimized subject line
Correct send time and
frequency
Smart segmentation

14. Customer Churn
Customer churn occurs when an existing customer stops using a company’s services or
products. Customer churn results in a huge reduction in revenue and loss of brand
reputation.

15. Real-Time Customer Churn Prediction
Understanding the problem and final goal
Collecting data
Preprocessing and cleaning data
Modelling and testing
Deploying and monitoring the model
AI-powered customer churn prediction follows the stages below:

16. Omnichannel Cross-Selling
Omnichannel selling is an approach that uses multiple channels to provide customers a unified
experience across all channels, whether from an in-store setup or a digital channel. AI enables
omnichannel selling to scale by giving insights into the changing needs and preferences of customers.

17. Uses of AI in Omnichannel Marketing
Redesign marketing infrastructure
Digitize supply chain
Deliver excellent customer experience
Predict content analytics
Define buying personas

18. Conversational AI and Virtual Assistant
Conversational AI is a technology that allows Artificial Intelligence to interact with users in a
humanlike way. It uses natural language processing techniques to respond to customers. Virtual
assistant is a technology program that understands natural language voice commands and assists the
user in completion of tasks.

19. Benefits of Conversational AI and Virtual Assistants
Benefits of AI:
Assists and closes issues or service requests
Answers FAQs on policies, processes and app help
Troubleshoots self-service issues
Curates queries into task completion workflows
Personalizes specific services

20. Key Takeaways
Artificial Intelligence (AI) is concerned with building smart
machines capable of performing tasks typically imitating
human intelligence.
Hyper-personalization is a process to deliver more
customized experience for visitors on a website.
AI algorithms allow marketers to study customer behavior
and send tailored e-mails to every user.
Customer churn is when an existing customer stops using a
company’s services and buying their products.

21. Discussion

22. Discussion
GreenThoughts is an environmental consultancy that engages in
environmental testing and clearances for large construction projects
throughout California. Your CEO wants to launch a chatbot in the company
intranet to build internal brand awareness and provide talking points to
employees when they talk about their employer with friends and family.
Discuss three to four main points that you, as the CMO, would like to build the
conversational UI of the chatbot with.