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The Role of Artificial Intelligence in Marketing
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The Role of Artificial Intelligence in Marketing

Annette Chacko
Sprout Social, 2023
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The marketing landscape is rapidly changing, explains Sprout’s content specialist Annette Chacko, as emerging artificial intelligence technologies create new opportunities for marketers to connect with consumers. She reports how tools such as natural language processing and neural networks can help you achieve your marketing goals, while navigating uncertainty and increased public exposure. Chacko urges future marketers to take a more proactive approach to their social media marketing strategy, leveraging AI tools to better engage customers with individualized content.

Summary

Intelligent marketing tools create new opportunities to connect with audiences.

Using AI-generated content and ideas, marketers can better target consumers, gleaning valuable insights into customer sentiment and journeys. Using AI prompts to target and engage with each customer individually, marketers will be able to automatically match content to a consumer’s intent and buyer persona. Marketers can leverage intelligent social media management tools, connecting users to the posts and content that interest them most through voice of customer (VoC) analysis. Powerful AI algorithms can help you better understand your customers’ perspectives, rapidly sifting through millions of data points via social listening.

AI will assist marketers in managing brand reputation – an essential task, given that today’s brands are particularly susceptible to public scrutiny on social media. By monitoring negative sentiments toward your brand in real time, marketers can respond with proactive customer...

About the Author

Annette Chacko works as a content specialist at Sprout, a company that provides a suite of social media tools to help brands better connect with consumers. 

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