AI marketing is a hot topic for brands interested in gaining a foothold in the emerging artificial intelligence space. But like the technology itself, marketing artificial intelligence is more complex than it seems. To rise above the competition, you need a strategy that communicates real-world applications to audience prospects and leads that are prime candidates for AI adoption.
Artificial intelligence represents a quantum leap in technology for both businesses and end users. Machine learning rooted in deep neural networks and other developments promise to revolutionize how we relate to systems and devices. Instead of simply talking to our technology, our technology will talk back to us in ways that model cognitive interactions.
While many people envision the rise of AI as a replacement for human activity in the workplace, the reality is much more complex. Advances in artificial intelligence could eventually displace humans. But for the foreseeable future, it’s more accurate to understand AI solutions as enhancements to existing processes – an innovation that helps employees and executives achieve their goals faster and more effectively.
Intelligent AI marketing appreciates this distinction and evangelizes it to key B2B audiences. In most cases, artificial intelligence offers a tool that improves the organization’s investment in human capital by freeing employees to function more in a smarter and more agile way.
Like other categories of technology, AI marketing requires tailored strategies built around the needs of the organization and its audiences. But in general, several best practices are emerging as foundational for AI marketers:
1. Understand the AI timetable.
Despite the buzz in media circles, artificial intelligence is still in its infancy. Although many existing technologies leverage the AI label, we’re at the beginning of the timeline for the use machine learning and deep learning platforms in business.
From a marketing standpoint, it’s critical to understand where the brand’s technology sits on the development spectrum. Most AI solutions are at the beginning of their lifecycles, so marketers will need to invest focus and resources on introducing artificial intelligence concepts to audiences that aren’t yet up-to-speed with what it means for their companies.
2. Develop and communicate use cases.
Experienced marketers know that one of the best ways to roll out new technology is by developing and communicating narrow use cases. The bells and whistles and what-ifs of AI are fascinating. But what really matters to buyers is the practical applications of AI in their workplace.
Of course, use cases vary by industry. For example, in the financial sector, AI use cases might involve compliance monitoring, risk assessment or digital money management; in the consumer sector, they could include customer service applications or sophisticated actions based on observed user behaviors.
Ultimately, the best marketers and brands will be those that not only understand the practical applications of their technologies, but the specific pain points AI can solve in their target verticals.
3. Educate prospects and leads on how to use AI.
Artificial intelligence augments and improves the performance of the human workforce. So it makes sense that a significant part of marketing AI involves educating decision makers, managers and even employees about using AI in the workplace.
Most AI applications don’t require the creation of new teams dedicated to artificial intelligence applications – they require existing teams to acquire a new skill set. By educating business users about deep learning, text analytics, emotional computing and other aspects of AI, brands can accelerate the adoption and implementation of AI technology.
AI marketing is an integral factor in the success or failure of emerging artificial intelligence technologies. And you can’t afford to trust your marketing to an agency that lacks the awareness or expertise to craft and amplify messages that resonate with your most important audiences.
At Walker Sands, we live and breathe B2B technology. We understand the nuances of artificial intelligence in the enterprise and the pain points AI can resolve across a range of verticals.
To learn more about how Walker Sands’ AI marketing team can help your organization, contact us today.