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Marketing complexity increases exponentially while human attention, resources and skills can’t keep pace. AI presents a lifeline by automating previously impractical analytical and creative capabilities so overwhelmed marketers can stay focused on strategy.
The modern marketer’s toolkit grows overwhelmingly elaborate while cognitive capacity remains static. AI augmentation is no longer optional if one hopes to make sense of endless data deluges, ideate above the noise, and simply keep existing campaigns running amidst relentless change.
We spotlight the most promising AI enhancements across key capability domains that forward-thinking organizations deserve evaluating and budgeting before 2023 finishes. Failure to experiment now risks disaster as the digital transformation gap divides winners and laggards.
Automating Analytics & Reporting
With behavioral data pouring in from ads, web, CRM, and more, modern marketers struggle analyzing it quickly enough to act strategically while still relevant. AI analytics assistants like Datorama, Funnel.io, and Nudge.ai help uncover key insights like churn risk factors, true campaign ROI differences, and high-value but hard-to-identify buyer persona behaviors.
They ingest myriad fragmented data sources in bulk, then quantify and visually surface digestible metrics displaying performance impacts across channels and scenarios that would overwhelm mere mortals with endless spreadsheets. Marketers instead access intuitive dashboards, alerts for anomalies, and API integrations with intelligence saving over 7 hours per week previously wasted just trying to manually slice and dice hindsight.
AI Content Creation
From blog posts to social media reactions, quality content output volume struggles matching demand. AI copywriting tools like INK, Copy.ai, and MarketMuse rapidly generate original long-form draft posts for review and approval based on brief prompts. They won’t fully replace human strategizing, creativity and oversight any time soon. But they readily boost personalized content volumes on themes audiences value by 10X or more.
Competitive Benchmarking
Monitoring competitors at scale manually proves infeasible beyond checking marquee brand websites occasionally. But leveraging emergent AI market scan technology like ShelfWise, Linkody and Semrush harnesses data across the surface web, dark social channels, baCCokroom conversations and local events painting holistic market pictures no individual could equal.
They surface strategic shifts, new positioning, silent feature launches, key personnel changes, creative signals and more for entire sectors daily. Alert configurations trigger whenever key players make substantially noteworthy moves, shaped into actionable and ongoing competitive intelligence.
Predictive Lead Scoring
Manually assigning and adjusting lead score models trying to identify hottest inbound prospects amongst endless contacts and activity across channels has proven futile for all but the smallest marketing databases. AI lead scoring from vendors like Demandbase, Radius, and Everstring observes all online and offline signals for each individual company simultaneously, calculating real-time buying readiness.
They quantify both depth and frequency of research across products, visit patterns determining interest, advertising exposure indicating consideration, and similar statistically correlated tipping point metrics that align to sales acceptance rates when properly nurtured. This lets modern marketers focus attention exactly where machine learning models suggest prime payoff at any split-second rather than chasing ghosts of obsolete human hunches.
Creative Concept Ideation
Brainstorming creative campaign themes, taglines, content angles and other ideas benefiting from originality rarely leaves room for unstructured thinking amidst 80 hour work weeks filled with meetings. AI creativity software platforms like Phrazur, Copy AI, and Surplus AI alternatively generate completely customized, strategically on-brand ideation prompts on-demand for new initiatives at the click of a button.
Some even assess brand style guides, past campaign portfolios, and audience psychographics to ensure fresh suggestions closely align with positioning versus spitting out random cliches - far exceeding the most fertile lone human brainstorming efforts off-brand.
Savvy modern marketers then review 5-10X more ideas with better average hit rates subsequently sparking integrated campaigns actually managing to captivate audiences amidst infinite digital noise compounding yearly.
Total Multi-Year Economic Impact
Given staggering software and data tooling costs, determining likely overall ROI for enterprise AI adoption requires evaluating a minimum 2-3 year time horizon for compounding benefits to cover initial investments. But between enhanced analytics revealing optimum spending plus creative efficiencies multiplying output value dramatically, such technologies often conservatively generate over $500,000 lifetime bottom-line impact per seat.
And qualitative productivity gains like freeing mental focus for strategic priorities or accelerating campaign velocity add significate value indirectly but impactfully.
Forward-looking marketing leaders rightly consider AI augmentation not just fundamental insurance ensuring their function avoids obsoleting amidst exponentially increasing complexity annually, but moreover a force multiplier enabling overmatched teams to finally transcend overflowing work queues and thrive at fulfilling their charter impactfully.
The keys moving forward? Carefully validate promised versus proven capabilities during piloting, tightly tailor initial deployment scope suiting demonstrated organizational needs, phase rollouts demonstrating hard value in digestible increments to build buy-in, and budget for implementation assistance including training and adoption best practices until integrations normalize broadly.
Marketing organizations who treat AI as collaborative enhancement engines rather than mere cost centers set themselves up to accrue game-changing advantages compounding long-term. But the clock runs out ever faster to start experimenting as the digital gap divides winners and laggards. The time for action starts now in 2023.