Название: Marketing with AI For Dummies
Автор: Shiv Singh
Издательство: For Dummies
Год: 2025
Страниц: 403
Язык: английский
Формат: pdf (true), epub (true)
Размер: 10.1 MB

Stay ahead in the marketing game by harnessing the power of Artificial Intelligence (AI).

Marketing with AI For Dummies is your introduction to the revolution that's occurring in the marketing industry, thanks to Artificial Intelligence tools that can create text, images, audio, video, websites, and beyond. This book captures the insight of leading marketing executive Shiv Singh on how AI will change marketing, helping new and experienced marketers tackle AI marketing plans, content, creative assets, and localized campaigns. You'll also learn to manage SEO and customer personalization with powerful new technologies.

Technology can revolutionize our lives in unimaginable ways. Many people don’t remember life before e-mail, the World Wide Web, mobile phones, and video streaming. Work routines often rely heavily on laptops, wireless Internet, and search engines. The transformations driven by Artificial Intelligence (AI) fall into this same category of technological shifts but, arguably, will be more dramatic than any of the other shifts that came before.

When ChatGPT 3.0 launched in November 2022, AI moved to the forefront of everyday technology use. ChatGPT quickly became one of the fastest-growing apps in history, marking a pivotal shift in the use of AI in everyday life. Every marketing sub-function — annual planning, strategy, research, campaign development, ad production, media planning, analytics, CRM — stands poised for a transformation with the advent of AI. Marketers will copilot every activity with AI, leading to more insightful, creative, personalized, and impactful marketing than ever before.

• Peek at the inner workings of AI marketing tools to see how you can best leverage their capabilities
• Identify customers, create content, customize outreach, and personalize customer experience with AI
• Consider how your team, department, or organization can be retooled to thrive in an AI-enabled world
• Learn from valuable case studies that show how large organizations are using AI in their campaigns

This easy-to-understand Dummies guide is perfect for marketers at all levels, as well as those who only wear a marketing hat occasionally. Whatever your professional background, Marketing with AI For Dummies will usher you into the future of marketing.

The programming language Python, because of its simplicity and robustness, emerged as the lingua franca of Machine Learning. Several Python-based libraries (code segments that are reusable for specific tasks) have since become cornerstones:
• Keras: As a high-level neural networks application programming interface (API), Keras makes it easy to design and train complex neural models. Initially independent, it’s now part of the TensorFlow ecosystem.
• PyTorch: Developed by Facebook’s AI Research lab in 2016, PyTorch is lauded for its dynamic computational graph (that allows for on-the-fly changes and debugging), making it particularly attractive for research purposes.
• scikit-learn: Introduced in 2007, this library offers simple and efficient tools for data mining and data analysis. With over 20,000 GitHub repositories using it as of 2021, it’s a favorite for classical machine learning tasks.
• TensorFlow: Launched by Google in 2015, TensorFlow has become synonymous with neural network modeling. Its flexibility allows for deployment across various platforms, from servers to smartphones.

Being familiar with AI programming terminology is helpful. Before you panic, understand that as a marketer, you don’t need to master Python or delve into its libraries. But when you partner with data, technology, and analytics teams, you may encounter discussions about Python and its associated libraries. And thanks to advancements in GPT (generative pre-trained transformer, a type of Machine Learning that generates new content in response to a user prompt), as a marketer, you can guide this AI to generate Python code on your behalf. This type of tool enables you to interact with your AI platform seamlessly without needing to be a tech expert.

To make the content of Marketing with AI For Dummies more accessible, I divided it into six parts:
• Part 1: Getting Started with AI and Marketing. This part lays the historical and contextual foundation for AI. It also traces the evolution of AI from its mythological roots to modern-day applications, covering significant milestones such as the development of the Turing test, machine learning, and generative AI.
• Part 2: Exploring Fundamental AI Structures and Concepts. In this part, I identify some of the best use cases for AI in marketing, evaluate various tools, and introduce some of the risks you may face when integrating AI into your workflow.
• Part 3: Using AI to Know Customers Better. This part discusses AI’s ability to deliver personalized experiences to customers, tailoring content and advertisements to individual consumers, and enhancing customer engagement. You can examine AI-driven technologies, such as chatbots, and how they can contribute to enhanced customer satisfaction.
• Part 4: Transforming Brand Content and Campaign Development. This part explores the role of AI in generating creative content. It discusses how to prompt the AI tools to create content effectively and identifies which tools can help you produce high-quality content efficiently and at scale. You can read about AI’s impact on advertising, including how to run effective A/B testing with the latest AI technologies, develop stronger SEO programs, and localize content using AI.
• Part 5: Targeting Growth Marketing and Customer Focus with AI. This part covers AI's integration into growth marketing, focusing on optimizing campaigns, improving customer experiences, and enhancing operational efficiency. It also emphasizes the importance of ethical guidelines, responsible use, and strategic integration into business operations. Additionally, the part addresses ethical, legal, and privacy concerns, providing principles for responsible AI use in marketing.
• Part 6: The Part of Tens. In this part, you can find a list of ten things to avoid in AI marketing and ten developments that I predict are coming for the marketing world while it begins using AI more commonly.

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