AI Personalization

Does AI Bring a Human Touch to Your Marketing Campaigns?

Erica Dingman

AI Will Make Your Marketing More Relatable

Despite living in a technology-driven world, machines—and machine learning—are often associated with a less human experience. And in many ways, that’s exactly right. Mass-produced dishware won’t quite cut the mustard when compared to artisan mugs, and boxed biscuits will never compare to home-made ones straight from the oven.

But on the other hand, it would be incorrect to lump all technology together and say that this progress is antithetical to a humanized experience. In virtually any industry, you can also see how technology amplifies human efforts and fosters connection. Seamstresses use sewing machines to bring their designs to life. Writers enjoy greater creative flexibility by typing, rather than penning their thoughts by hand. Video calling connects people across oceans, or through a pandemic.

New technology is an opportunity to add to the human experience, rather than take away from it—this especially true in the case of marketing, where AI powered personalization can be a tool to aid marketers’ creativity and build lasting customer-brand connections.

How can marketers use AI to humanize their messaging? Explore three pivotal ways AI is used to  deeply impact and engage customers.

Move From Reinforcement to Dialogue

Over the years, reinforcement has proved to be a key tactic in a well-rounded marketing strategy. It’s crucial to drive home to customers your unique brand merit or remind them of the value they’ll gain from the products and services they’re eyeing.

But to take your customer-brand relationship to a deeper level, you need to couple traditional reinforcement with an ongoing dialogue that builds connection. If marketers rely solely on reinforcement, they risk the same negative effect as an automated customer service answering machine. The brand ends up parroting the same phrases repeatedly rather than responding thoughtfully, creating a thoroughly inhuman experience.

This is why it’s crucial to discard generic, repetitive content in exchange for AI powered responses. AI-driven personalization allows marketers to deliver greater value by responding to every customer action with relevant content that helps them feel genuinely seen and heard by the brand.

Victoria's Secret AI Emails

Victoria’s real secret for their email marketing success is Da Vinci AI. By using AI powered personalization in their email strategy, Victoria’s Secret is able to send infinite variations of their emails specifically tailored to each customer’s unique preferences. Rather than repeating what customers have already shared, Victoria’s Secret can use Da Vinci’s content decisioning and generation to send individualized content that takes customers to the next step in their journey.

Partner Marketer and Machine

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Insights That Drive Deeper Relationships

Brands like Victoria’s Secret are able to send relevant follow-up content because of the deep insights that AI offers. In the case of Da Vinci, marketers are able to use image and language classification to automatically analyze the metadata for each piece of content:

  • Image Classification relies on Computer Vision to understand and analyze creative visual elements.
  • Language Classification uses Natural Language Processing (NLP) to read images as text, allowing the AI to discern meaning and context.

From there, the AI algorithms determine which creative elements perform best for each person and optimize the follow-up content accordingly. This is what allows brands to send customers responsive content that’s fresh and new every time.

By drilling down into the content, marketers gain a better understanding of their creative assets and their customers. Fostering this level of understanding is one of the key ways AI humanizes marketing; it acts as a translator between marketer and customers, bridging them together for free-flowing communication.

Scaling the Human Touch

One of the easiest ways to achieve humanized marketing is through, well, humans. While that seems like a no-brainer, marketers may be surprised to find that their tight bandwidth is what’s stopping them from giving that personal touch to their campaigns. With time-sensitive tasks and various deadlines, simply getting a campaign out the door is all marketers often have time for. This inevitably relegates relevant, relatable content to the back burner and stifles marketers’ uniquely human creativity.

Scaling workflows by boosting efficiency and minimizing product time is one of the most impactful ways that AI humanizes marketing. By using its automated capabilities—data analysis, content generation, and ingesting customer signals—marketers are relieved of manual, time-consuming tasks and can pursue strategic tasks. Marketers have limited time and energy, and AI allows them to put their strengths to their best use.

Embrace AI for Humanized Marketing

Ultimately, the best way to humanize your marketing is by constantly seeking and sending the best content possible for your customers. That’s undeniably a difficult task, but AI makes it a whole lot easier.

By combining marketers’ strengths with AI’s tools, brands can showcase their unique voice all while creating deep connections. Build a thriving, lasting relationship with customers today through the strength of AI.