AI: The secret weapon of email marketing
According to research from IDC, AI spending in Australia is predicted to reach $3.6 billion by 2025. Guy Hanson, VP of customer engagement at Validity explores its capabilities, considerations, and how AI can help marketers better engage with money conscious consumers in a world of inflation and rising cost of living.
To thrive in today’s data centric environment, many organisations are turning to artificial intelligence (AI) systems to maximise efficiencies and increase return on investment. In fact, according to recent research from IDC, AI spending in Australia is predicted to reach $3.6 billion by 2025.
Let’s start by taking a quick look at what we mean by the term AI. AI is a broad umbrella term for pretty much any technique where a machine can mimic human behavior. Under the AI umbrella there is machine learning and deep learning. Machine learning uses previous outcomes to improve the accuracy of future results, while deep learning uses algorithms that enable software to train itself in specific tasks like speech and image recognition. In other words, deep learning mimics human thought processes.
As digitalisation continues to rapidly evolve, advances in AI are proving to be invaluable. And this is especially the case within the realm of email marketing where personalisation can make the difference between an effective campaign, and one which fails to engage subscribers. In a world of inflation and rising cost of living, personalisation is seen by almost all marketers as the key to success. Moving forward, it will be crucial to see how marketers utilise AI with personalisation in mind.
