Automation and AI can help create captivating digital experiences.

The applications of artificial intelligence and machine learning in marketing extend beyond the conventional uses such as chatbots and personalized website suggestions.

The potential of automation in creating impactful brand experiences is increasingly recognized, and artificial intelligence and machine learning are being employed in marketing beyond the conventional uses of chatbots or personalized website suggestions.

Marketing automation involves more than just streamlining processes such as social media posting or email scheduling. Marketers at the forefront use automation to boost creativity and design more impactful brand experiences. According to research, up to 67% of marketing leaders utilize automation platforms, and spending on marketing automation is projected to reach $25 billion this year, making it essential for brands to bolster their digital presence.

So, how can marketing automation be utilized to enhance creativity and brand experiences in practice? Let's consider a crucial aspect of digital marketing - a company's website. To gain insights into AI as part of the digital brand development process, I spoke with Steve Ohanian’s, CEO of Clear Digital, a Silicon Valley B2B digital agency.

AI and machine learning foster creativity.

Marketing automation has the potential to revolutionize digital marketing by eliminating repetitive and time-consuming tasks while reducing human error. One of the many advantages of AI and machine learning, according to Ohanian’s, is their ability to speed up project progress. However, many AI and ML models are still in early stages and require some human input and editing to be effective.

Fortunately, this presents an opportunity for automation to enhance creativity. The ideation phase, in particular, can benefit greatly from AI and machine learning. For instance, a creative idea generated by AI could inspire a designer or developer to approach a project differently.

Automation can also alleviate the burden of repetitive tasks, such as writing code, testing, and deploying digital systems, which can consume valuable time without requiring much creative effort. By automating these processes, such as using AI to test a web application, creative professionals can have more time to focus on innovation and creative tasks.

To create impactful digital brand experiences, balance AI and human context.

AI and machine learning will have a significant role in UX/UI, from chatbots to website design optimization, according to Ohanian’s. Brands will be judged by the digital experiences they offer, which will be based on what consumers expect from other brands. Failure to leverage these technologies for innovation could leave marketers behind.

However, Ohanian cautions that AI is not a panacea or an ideal solution for digital brand development, at least not yet. The human context must filter everything generated by machine learning tools. Companies must implement checks and balances, and experts should evaluate the results as teams use AI and ML to create.

Today, automation is readily available, so there's no reason to postpone its implementation.

Despite the many benefits of automation, a significant number of digital marketers have yet to tap into its creativity-enhancing potential. To stay competitive and generate better ideas, businesses must integrate automation into their everyday creative practices.

According to Ohanian’s, the key to effective implementation of AI and ML, even at this early stage, is to have a talented team in place. No AI system or tool can replace the value of a creative team's expertise, both individually and collectively. By enabling creative professionals to experiment with new technology, companies can optimize automation and prepare their teams for the future of work.

Implementing AI in your business need not be overwhelming. Marketers are already utilizing it to streamline tedious tasks, spur creativity, and explore novel avenues for brand experiences. Brands can seize these opportunities and generate more innovative, creative brand experiences to improve marketing outcomes.