The headlines speak for themselves: Artificial Intelligence (AI) is the moment. Between self-driving cars, facial recognition, and chatbots – it seems like AI is everywhere. With new advancements being announced seemingly every day, tech pioneers are calling for a temporary halt to advance AI development and increase standardizations across industries. And while some may think that AI will take away jobs from humans, it’s predicted that AI will actually create 97 million new jobs by 2025. There’s no doubt that in the coming years, AI will completely reshape the world.

Although there is hesitation around how quickly things are advancing, the opportunity for AI is unprecedented. And with that, AI is an opportunity to empower marketers specifically. 

Top AI Article: How to Get Started with Prompt Engineering in Generative AI Projects

But how can marketers simultaneously leverage AI to see results, while also keeping humanity and trust within their marketing campaigns? The issue is traditional AI tools aren’t created with the long-term in mind and therefore don’t maintain a lasting impact. While these platforms succeed in closing today’s sales and boosting quick wins, they don’t create true customer-brand relationships, which is ultimately the goal of marketing.

To create a lasting relationship with customers, brands need to leverage a different kind of AI—one that offers a relationship-building strategy to create a better customer experience, builds loyalty, and leads to higher lifetime value.

Say Goodbye to Legacy Processes

The traditional AIs found on the market are built for sales, not marketing. This is because they rely on reinforcing previous actions, instead of setting up personalized content that’s original to the customer to encourage their continued engagement.

Take grocery for example: when the challenge isn’t offer-driven or substitution-driven (i.e. getting customers to substitute store brand items for name brands), then you need a different approach. How do we get them to shop in more aisles? What products are the key ones to finding the competitive advantage for each customer and creating loyalty to my store?

Recommended: Top 10 Gen AI Platforms that are Driving Transformation In B2B

Generative AI can adopt the above framework to create a content quality report for brands. It can generate a lot of information about what creative/products are good ‘teasers’ for helping to move customers on their loyalty journey. This feedback loop is ideal for marketers because they can use it to help drive what creatives they create and what offers they make. It also creates an understanding of how often to touch a customer over time to maximize engagement with a channel, which can maximize lifetime value without overly relying on frequent short-term deals and discounts.

For companies that are looking to adopt a more long-term marketing vision, leveraging a sophisticated AI tool allows them to step away from the reliance on offering short-term gimmicks.

Building Generative AI Trust: A New Culture of Experimentation

For marketers, instead of mindlessly implementing campaigns, the vast movement to AI and machine learning has created a culture of A/B testing that has allowed them to experiment with how to perfect their campaigns. The ability for marketers to learn from AI, but make their own decisions on the best route of action, puts the power back in their hands.

For customers to commit to a brand relationship, they need to know the brand – with AI, not only will each customer learn about an overarching brand story, the points that resonate with them will be emphasized. This way not only is their value proposition highlighted, but the specific ways they can serve every individual customer will be showcased.

Unsurprisingly, almost 70% of individuals are likely to stick with a brand if they feel an emotional connection. Therefore, learning their unique individual customer needs with AI will maximize both short and long-term revenue gains for marketers.

That’s exactly what we do with Da Vinci. The engine is discovery-oriented and learns about the customer, rather than just echoing what it’s heard before. By learning about the products and who they resonate with for each customer, marketers can engage with them earlier in the funnel, not only when they’re close to purchasing. Through this, they can build a long-term relationship, tell the brand’s story, and ultimately, see profit gain (which Da Vinci achieved in H1 2022, earning 21% + lift in conversion rates and 26% + lift in revenue).

AI in B2B Commerce: Salesforce AI Cloud: A Generative AI CRM Platform for the Salesforce Economy

Building Trust in AI

In the marketing/e-commerce space, Generative AI is about getting leverage from your investments — not about being a substitute for producing terrific brand-building creative. For customers, mistrust is the result of setting-up AI to compete with human intelligence.

However, this doesn’t need to be the case. In order to foster trust, humans need to grow in their collaborative experience with AI.

AI is a tool for assisting humans to build great things. It is a long way from building anything truly great itself, but it is a great aid for helping humans get the leverage they need to use their own creativity to differentiate themselves. By way of illustration: imagine a marketing team looking to deploy email communications. If a marketer decides to blindly trust generative AI to produce or create something from scratch, the results will be mediocre.

Marketers should instead use algorithms to rank their creative investments. Simply put, this means taking the top-performing creatives and using generative AI to produce variants of that creative. Now, the marketer can send multiple variations of a high-quality piece of content to their targeted customer. Backed by data, they know it’s a good fit but potentially risk losing brand appeal if they send the same thing twice. This is where generative AI can be used to reinforce the brand message to build trust instead of eroding it.

The Future of AI 

Leveraging AI, marketers are empowered to continually evolve their messaging to surprise and please their customers and build a long-lasting relationship that establishes meaningful brand loyalty.

Acknowledging the power and potential of AI, there’s no doubt that in the coming years, it will completely reshape the world. And when done correctly, it can maximize companies’ capabilities and liberate customers from undesired communications.

AIThority Article: Power of GPT-4: Pico’s MetaGPT Enables Users to Build Apps, & Create Website