Marketing with AI For Dummies

Shiv Singh is a future-focused busi­­ness executive who has developed and executed cutting-edge marketing strategies, tools, and techniques for some of the world’s largest brands. He is also the trailblazing author of Social Media Marketing For Dummies and Savvy, Navigating Fake Companies, Leaders & News. Along the way, he has served as VP and Global Social Media Lead for Razorfish, Head of Digital for PepsiCo Beverages, SVP Innovation Go-to-Market for Visa, and most recently, as the Chief Marketing and Customer Experience Officer for LendingTree, where he managed a media budget of $650 million and led a team of 150 marketers.

Introduction 1

About This Book 1

Foolish Assumptions 3

Icons Used in This Book 3

Beyond the Book 4

Where to Go from Here 4

Part 1: Getting Started with Marketing With AI 5

Chapter 1: A Brief History of AI 7

Early Technological Advances 7

Alan Turing and Machine Intelligence 8

The Dartmouth Conference of 1956 10

Machine Learning and Expert Systems Emerge 12

An AI Winter Sets In 14

The Stanford Cart: From the ’60s to the ’80s 15

More AI Developments in the 1980s 16

Rapid Advancements of AI in the 1990s and Beyond 17

Chapter 2: Exploring AI Business Use Cases 23

Automating Customer Service 24

Enhancing Product and Technology with AI 28

Accelerating Research and Development 32

Giving Marketing an AI Boost 36

Optimizing Sales with AI 39

Adding AI to Legal Activities 41

Chapter 3: Launching into the AI Marketing Era 45

Ready or Not: AI Is Your New Marketing Copilot 46

Watching AI Upend the Corporate World 48

Taking Foundational Steps Toward AI Marketing 49

Adopting a Strategic Framework for Entering the AI Era 54

Part 2: Exploring Fundamental AI Structures and Concepts 61

Chapter 4: Collecting, Organizing, and Transforming Data 63

Defining Data in the Context of AI 64

Choosing Data Collection Methods for Marketing with AI 67

Putting Your Marketing Data in Its Place 69

Understanding Data via Manual and Automated Systems 71

Preparing the Data for Use by AI Algorithms and Models 72

Chapter 5: Making Connections: Machine Learning and Neural Networks 77

Examining the Process of Machine Learning 78

Understanding Neural Networks 79

Supervised and Unsupervised Learning 81

Exploring Reinforcement Learning 83

Mastering Sequences and Time Series 85

Developing Vision and Image Processing in AI 88

Tools for Machine Learning and Neural Networks 91

Chapter 6: Adding Natural Language Processing and Sentiment Analysis 93

Demystifying the Backbone of NLP 94

Elevating NLP with Machine Learning 96

Examining Transformers and Attention Mechanisms 98

Unpacking Sentiment Analysis 99

Catching the feeling 100

Understanding language nuances 100

Integrating social media analytics 101

Challenges for NLP and Sentiment Analysis 101

Engaging Best Practices for Using NLP and Sentiment Analysis 102

Chapter 7: Collaborating via Predictions, Procedures, Systems, and Filtering 105

Understanding Predictive Analytics 106

Putting AI Procedures into Practice 111

The AI System Development Lifecycle 112

Understanding Filtering in AI 114

Chapter 8: Getting Comfortable with Generative AI 119

Changing the Game with Generative AI 120

Getting to Know GPT Models 125

Creating New Text, Images, and Video 126

Introducing Major Consumer-Facing Generative AI Models 128

Addressing the Challenges of Using Generative AI Models 129

Part 3: Using AI to Know Customers Better 133

Chapter 9: Segmentation and Persona Development 135

Exploring Behavioral Segmentation Elements 136

Sourcing the Right Customer Data 137

Seeing How AI Performs Segmentation 139

Refining, Validating, and Enhancing Segmentation Models 140

Aligning Persona Development 142

Leveraging AI Personas for All Business Efforts 144

Employing Synthetic Customer Panels 147

Chapter 10: Lead Scoring, LTV, and Dynamic Pricing 151

Working Together: Three Core Concepts 152

Scoring Leads with the Help of AI 154

Calculating Lifetime Value to Affect Lead Scoring 159

Turning Lead Scoring and LTV Insights into Dynamic Pricing 162

Chapter 11: Churn Modeling and Measurement with AI 165

Getting the Scoop on Churn Modeling 166

Ramping Up Your Measurement Operations 173

Checking Out Tools for Churn Modeling and Measurement Operations 180

Part 4: Transforming Brand Content and Campaign Development 181

Chapter 12: Using AI for Ideation and Planning 183

Engaging AI to Ideate on Behalf of Human Beings 184

Deciding whether AI Hallucinations Are a Feature or a Bug 187

Following Practical Steps for Idea Generation with AI 190

Deciding on AI Ideation Tools to Use 193

Chapter 13: Perfecting Prompts for Conversational Interfaces 197

Reviewing Use Cases for Conversational Interfaces 198

Writing Strong Prompts to Guide AI Responses 201

Good and Bad Marketing Prompt Design Examples 205

Refining and Iterating Strong Prompts 206

Fighting AI Bias in Prompt Writing 207

Using Prompt Design Apps 209

Chapter 14: Developing Creative Assets 211

Trying Out an AI-Generated Where’s Waldo? Illustration 212

Exploring an Approach for Creating Visual Assets with AI 214

Enhancing Existing Creative Assets 219

Fine-Tuning Creativity with AI Tools and Techniques 222

Choosing AI Tools for Creating Visual Assets 227

Chapter 15: Search Engine Optimization (SEO) in the AI Era 229

Describing Search Generative Experiences (SGEs) 230

Strategies for SEO Success in the AI Era 232

Enhancing the User Experience with AI 235

Maximizing Your SEO Efforts 236

Knowing the AI Tools to Use with SEO 242

Chapter 16: Performing A/B Testing with AI 245

Examining the Fundamentals of A/B Testing 246

Surveying A/B Testing Extensions 249

Gathering AI Tools for A/B Testing 253

Chapter 17: Fine-Tuning Content with Localization and Translation 255

Exploiting AI for Localization and Translation 256

Adopting Core Strategies for Localization 262

Examining Real-Time Localization and Translation Solutions 265

Part 5: Targeting Growth Marketing and Customer Focus with AI 269

Chapter 18: Applying AI to Performance Marketing 271

Examining Google Performance Max 272

Exploring Meta Advantage+ Campaigns 276

Inspecting Amazon Ads 281

Taking Stock of TikTok Advertising 285

AI Tools for Performance Marketing 287

Chapter 19: E-mail and SMS Marketing with AI 289

Tracking E-mail and SMS Marketing 290

Adding the Power of AI to E-mail and SMS Marketing 292

AI-Powered E-mail and SMS Marketing Tools 297

Chapter 20: Diving into Personalized Marketing 299

Adapting Marketing to Meet Consumer Personalization Preferences 300

Examining Personalization Concepts 302

Unlocking the Deeper Value of Personalization with Generative AI 305

Making Personalization Operational with AI 307

AI Tools to Help with Personalization 316

Chapter 21: Leading Your Business in the AI Era 319

Following Steps for Integrating AI into Your Business 320

Building AI Capability within Marketing 323

Integrating Marketing with the Rest of the Enterprise 328

Organizing for the Future 332

Chapter 22: Addressing Ethical, Legal, and Privacy Concerns with AI 335

Operating Principles for Ethical AI 336

Using All Data Responsibly 340

Fighting Bias in Data and Results 344

Protecting Copyright and Intellectual Property 346

Facing the Deepfake Problem 347

Saving Human Beings from Artificial Intelligence 351

Part 6: the Part of Tens 355

Chapter 23: Tens Pitfalls to Avoid When Marketing with AI 357

Ignoring Qualitative Insights 357

Depending Solely on Generated Personas 358

Relying Only on AI for Creative Briefs 358

Bypassing Human Creativity 359

Losing Your Brand Voice 359

Neglecting Emerging Media Channels 360

Over-Optimizing for Short-Term Goals 360

Creeping Customers Out 361

Ignoring the Value of the Human Touch 362

Relying Solely on AI for ROI Analysis 362

Chapter 24: Ten Future AI Developments to Watch For 365

Quantum Computing–Aided AI 365

Autonomous Creative Campaigns 366

Cognitive AI Systems for Deep Insights 367

AI-Driven Virtual Reality Experiences 367

Neural Interface for Marketing Insights 368

AI-Curated Personal Digital Realities 368

Synthetic Media for Dynamic Content 369

Predictive World Modeling 370

AI as a Customer Behavior Simulator 370

Molecular-Level Product Customization 371

Index 373