Getting in the lift on the ground floor: The personalisation power of AI

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At the time of writing, the world of AI has been turned on its head. Within 5 days, one of the most powerful figures in AI, Sam Altman, was unceremoniously dispatched by the company he led, OpenAI. Microsoft, 49% owner of OpenAI, saw its share price drop nearly 2% on the news but within 48 hours had snapped up Sam Altman and many of his team to lead a new advanced AI division. Microsoft’s share price then reached an all-time high and OpenAI employees called on their board to resign. Within another 48 hours, Altman was back as OpenAI CEO.

While the outcome is yet to play out fully, it demonstrates the power AI has to drive the news agenda. The reason AI is driving the news? AI will lead the next industrial revolution and marketing has the opportunity to get in the lift on the ground floor.

Nearly two-thirds of marketers (64%) say that AI will be very or critically important to marketing success over the next twelve months. However, many marketers don’t understand AI’s potential. As we explain in our latest B2B marketing trends report, AI’s breadth and capabilities are huge, but there are some simple and effective ways marketers can apply it.

AI integration 

Integrating AI into your B2B marketing can support engagement and create personalised experiences throughout the customer journey. A well planned B2B marketing strategy will help identify where AI should (and shouldn’t) be used.  

Integrating AI with your CRM creates a powerful tool to analyse feedback, support interactions, and empower your team to intervene and refine when required. Chatbots using natural language processing (NLP) technology can respond to customer queries, give real-time personalised assistance, and collect valuable data to further your personalisation strategy.   

Data collection and personalisation

The ability to collect third-party data is expected to be phased out soon. In response, companies are increasingly leaning towards first-party data collection and insights. AI can help analyse this data and create personalised experiences based on an understanding of your customer requirements.

Research and administration 

Finally, AI can take care of time-consuming, repetitive, or administrative tasks. While fact-checking and a human eye are still vital, leveraging AI to support research and framework setting can help maximise your team’s content output. In essence, adding AI to your martech stack will free-up time to focus on growing your brand, engaging with your prospects, and driving commercial success for your business.   

Just before his departure from OpenAI, Sam Altman addressed a conference in San Francisco where he said he was “super excited” about the future of the technology and that AI model capabilities will have taken “a leap forward that no one will have expected” by this time next year. 

It’s crucial B2B marketers are not left behind. Ensuring AI is built into your marketing plans for the next twelve months is vital in order to ride the wave created by imminent advances in the technology. 

Integrating AI into your marketing stack needs to be balanced along with other trends in the B2B marketing space. Our latest report explores the key trends B2B marketers need to consider when planning activity in 2024. Download the report or speak to one of our demand generation experts to find out how onebite can help launch, refine, or amplify your tech or telco brand.   

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