“The theory and development of computer systems able to perform tasks normally requiring human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages.”
That is the definition of artificial intelligence.
As the digital world continues to evolve, digital agencies continue to evolve their tech stacks in order to provide the best services to their clients.
We surveyed 17 marketers from digital agencies to uncover how they are adopting software, mar-tech platforms, and emerging technologies.
However, we were not interested in what platforms they were using, but how they were using artificial intelligence throughout their marketing channels.
So, the first thing we asked was, "have you adopted an artificial intelligence powered tool?".
The results were not what we expected.
According to the surveyed marketers, 90% of them have adopted a tool, platform or software that is powered by artificial intelligence.
Interestingly enough, Steve Christian from HTM Solutions stated, "As a marketing professional with a deep technology background I have been somewhat critical about differentiation between the true applications of AI techniques and the more common insertion of an AI label into press and marketing material as a way to try and ride a hype curve."
"The time is certainly ripe for use of large collected data sets as a way to train AI systems, but there's still a lack of maturity in considering the testing and validation process that's necessary to apply the tools to any truly critical application," he continued.
So, what we really wanted to dig into was...if agencies are adopting AI-powered tools, what are they using them for?
Of the marketers surveyed, 28.75% of them are using artificial intelligence powered tools for data analysis and audience personalization.
Ironically, only 4.76% of marketers surveyed use AI for content creation, while 23.81% use AI for chatbots and conversational marketing, and 14.29% for content recommendations.
As Tom Jenkins from CloudTask tells us, "AI has had a great impact on our lead generation efforts. Through using Conversational Marketing with intelligent targeting and messaging, we've seen a 30% increase in qualified leads generated when we're not in the office."
Moreover, Jenkins explains, "we mostly use our team to man conversational marketing in the day, but on weekends and evenings, it's all AI and it's always nice to come in on a Monday with a wealth of new leads."
"It's biggest impact is in the area of PPC advertising. Google seems to be getting much better at optimizing using ML and AI. The SEO recommendations from HubSpot are now much more advanced than they used to be," she explains.
"There are AI-driven insights in Google Analytics that I sometimes check. It provides good ideas, but it misses really obvious things. For example, it may report that a certain page had a spike in traffic, even when that's obvious to us because it was the landing page from an email campaign."
"I also use an AI-powered virtual assistant to set up meetings. Her name is Amy and she saves time by helping me avoid the email ping-pong of sending available times back and forth. Useful!" he continues.
Additionally, Andrew Kucheriavy from Intechnic describes how they're using AI, "We are leveraging Adobe Sensei to augment our analytics skills. We use artificial intelligence to help with anomaly detection, contribution analysis and intelligent alerts; this allows us to recognize various patterns, where they are outside of the norm."
He continues, "we can leverage the power of AI to explain fluctuations as well as do an in-depth analysis for what is contributing to those fluctuations. This is something that saves us a lot of time and allows us to turn around analytics reporting to our clients much quicker."