How Brand Giants Use Artificial Intelligence to Gain Marketing Advantage

How Brand Giants Use Artificial Intelligence to Gain Marketing Advantage

November 1, 2018

Brand giants have many ways to utilize AI to impact their marketing. Here we look at Microsoft, Coca-Cola, and Priceline as three examples.

As we covered in our last post,  Artificial Intelligence is changing the way the world conducts business, and it’s important to understand what AI is and how to use it to remain agile and competitive marketers.  

The usage of AI by marketers is becoming more popular than ever before, and if you don’t get on board, it may be difficult to catch up. Some of the most influential companies in the world are using AI to improve their marketing efforts.  According to Business Insider, just over half (51%) of marketers currently use AI, and an additional 27% are expected to incorporate the technology by 2019.

What are brand marketers doing with AI for Marketing?

Microsoft, one of the world leaders in technology innovation utilizes AI in their marketing efforts quite extensively. In this interview conducted by AMA with Lori Wright, general manager of Office 365 Marketing, she speaks of the enormous value AI has in promoting relevant messages at the appropriate time and how it can help teams be far more accurate. Wright explains, “by automating routine tasks, AI will allow marketers to spend their time in the right places. It will give us more time to truly get to know our customers and create campaigns that resonate and inspire our customers to do great things together.”   Beyond external communications, Wright also uses AI to assist the marketing teams themselves run more efficiently with Microsoft Teams, a hub of communication and collaboration- bringing files, chats, apps and content all in one place.

Coca-Cola, the largest beverage company in the world, and one of the first globally recognized companies outside of IT to speak about big data, uses AI to tap into their customer base on a more personal level. The company utilizes AI to track images taken of their products loaded on social media and tracks them down to the consumer through algorithms. (Can you get any more micro-targeted than that?!)  According to Forbes, “ads targeted in this way have a four times greater chance of being clicked on than other methods of targeted advertising” Coca-Cola said. Coca-Cola also uses the AI in Brandtotal’s platform to improve the effectiveness of their marketing campaigns through things like better audience targeting.  

The discount travel site, Priceline is another example of a company who strongly believes in the benefits of AI, providing quick and easily navigable real-time data for their customers.  According to the CMO  Ben Harrell AI in this Forbes article, Priceline is improving their customer experience by having the ability “to dig through so much data and provide our customers with the best travel deals, machine learning and AI gives us a better way to tailor the results to meet each customer’s needs.”  These capabilities provide their customers with the most accurate information, right when they need it -- gaining their customer’s devotion to the brand.

As machines have begun to understand human behavior, AI is growing, and so are marketer’s abilities to create and execute campaigns that resonate.  Microsoft, Coca-Cola and Priceline are just a few big brands using AI to communicate, increasing lifetime loyalty and optimizing customer and employee experiences. Using AI is more than a hot buzzword, it’s a must-word in such a highly competitive and choice-loaded market-place.  The technology is only scratching the surface of the endless possibilities AI can provide for the marketing industry.

How BrandTotal uses AI

BrandTotal’s offering utilizes AI to expose customer experiences and interaction information to marketers, ultimately helping brands discover new opportunities, increase sales, and highlight dark competitive online strategies their competitors are using that they would never be able to uncover by themselves. With this information, you can understand your competition, giving you real-time insights into their strategies. Knowledge is power, and once you have this extensive information, your brand can truly outshine the rest.

Interested in seeing how AI can help you reverse engineer your competition? Contact us for a demo today!

About the author

Rebecca Herson

Rebecca is BrandTotal’s head of marketing.

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