IGNITE YOUR BUSINESS | Kelly Borth
A place for empathy
AI is a powerful marketing tool,
but don’t leave people behind
Kelly Borth
CEO and chief strategy officer
GREENCREST
GREENCREST is a 32-year-old brand
development, strategic and online
marketing, and public relations
firm where we turn market players
into market leaders®, has received
numerous business honors and is one
of 35 certified brand strategists in North
America
614.885.7921
kborth@greencrest.com
www.greencrest.com
I
t answers our questions, turns off lights,
retargets us to the products we can’t
live without, gathers marketing data,
writes snappy headlines and finds the
perfect media plan for our budget, all
with accuracy and precision.
Artificial Intelligence (AI) is a master
at making conversational marketing
applications like chat, chatbots, messaging
apps, virtual assistants and personalized
emails. These tools can help businesses
better understand their customers,
improve lead generation and help move
buyers through the sales funnel faster, all
with a better user experience.
Businesses have been using artificial
intelligence for years to reach target
markets more effectively while driving sales
conversations for better business outcomes
and user experiences, easing the workload
for our marketing teams and budgets.
In the nearly six months since Open AI
released ChatGPT, a world of infinite
possibilities has opened, while also giving
many people pause on potential misuse
or overuse that may reduce the need
for human contributions in the business
world. It is essential for business owners
and executives to understand both the
potential and limitations of AI to make
informed decisions and maximize its
benefits. Let’s look at some of the ways AI
can best enhance your marketing efforts.
Data driven insights: One of the
most common applications of AI in
marketing is customer segmentation. By
analyzing a variety of data points, including
demographics, purchase history and online
behavior, AI algorithms can categorize
customers into segments based on their
interests, preferences and buying behaviors.
This enables businesses to tailor their
Author’s note: Putting AI tools to the test, some information for this article was provided by
OpenAI’s ChatGPT under this business owner’s human direction.
marketing messages, ensuring they reach the
right people with the right content at the
right time.
Optimizing advertising campaigns:
AI’s ability to analyze large datasets allows
marketers to optimize their campaigns
like never before. Through machine
learning algorithms and real-time analysis
of customer response and feedback,
AI-powered platforms can automatically
adjust campaign parameters such as ad
placement, targeting and budget allocation.
By continuously learning and adapting,
AI ensures that ad spend is optimized
for maximum impact, driving higher
conversion rates and return on investment.
Enhancing customer experience:
AI-powered chatbots and virtual
assistants have transformed customer
service, offering prompt personalized
support around the clock. By automating
routine customer interactions, businesses
can enhance customer satisfaction and
reduce response times.
Artificial vs. human intelligence:
While AI can process and analyze vast
amounts of data, it lacks human intuition
and empathy. Businesses must strike a
balance between automation and human
touch to maintain meaningful customer
relationships.
AI should be your data processor,
not your marketing director: AI is
here to enhance human intelligence,
not replace it. Human emotions and
experiences are ours alone and cannot
be processed by AI. Rather than worry
about AI, embrace it as the data tool
that it is and focus on the soft skills like
effective communication, leadership and
inspiration that drive the loyalty of our
teams and clients. ●
August 2023 ■ Smart Business Columbus 5
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