In the summer of 2017, a State of Marketing Report released by Salesforce indicated that it expects artificial intelligence (AI) to be the most explosive technology in terms of growth. The organization Accenture echoed that sentiment around the same time when it predicted that AI will generate 14 trillion dollars of economic value between now and 2035.

These well-known companies in the marketing industry were just two of thousands of others releasing articles and reports urging people in all industries, especially marketing, to incorporate AI into its everyday practices. Although no one can miss the urgency of this message, how to accomplish it remains unclear.

It seems obvious to say that marketers should be using AI. Although it’s not magic, it’s an essential tool with numerous applications that can bring marketing to the next level. However, the public remains unaware of most of its applications while paying attention to only a select few.

According to information released by Buzzsumo, most articles that readers share from its network involve chatbots and other types of AI automation. Although analytics is just as important, it has received less attention from marketers and consumers. Put together, all parts of AI represent just one piece of a much larger puzzle.

For businesses to succeed, they must discover a way to use and balance the two different types of AI. This include technological uses such as chatbots and automation as well as analytics that provide rich insights. This will enable them to build a powerful stack of AI.

Below, we describe four complementary AI functions that marketers should use to create dynamic and scientific stories that will allow them to reach their income goals.

By enabling analytics, you can know at a deep level where your brand currently stands as well as how your competitors are doing in comparison. Additionally, AI analytics enables you to determine which messages will likely resonate with customers before delivering them.

One of the main advantages of analytics AI is that it gives direction to your strategy. It tells you how well your brand performs in the larger context while comparing it to your competitors at the same time. You also learn more about the people who care most about your company’s brand and what they repeat to their friends. AI analytics identifies the most prolific months for conversation about your brand and which messages had the greatest impact on them. This enables you to better determine your market strategy as well as understand the competition.

Appeal to the sensibilities of your customers by creating and distributing dynamic campaigns

After you determine which of your marketing messages have the most power, you now must implement them. Automation with AI makes it easier. You have literally dozens of choices of automated services and platforms that allow you to create contextual and personalized marketing campaigns based on the behavior of online users. You have probably already seen examples of this with Curata, IBM Watson, and CaliberMind that reach large audiences with messages tailored just for them.

Best of all, automated AI is flexible enough to allow you to change campaigns in real time to reflect changes such as product updates or a different marketing strategy. With AI automation, your business can quickly make a big impact.

Use AI to measure the traction of your messages and make changes to the narrative of your product

Knowing how well your marketing efforts are working requires you to have in-depth information. It must go beyond how many times people liked or shared the content on social media or listening in on conversations on your company website. That is because people often view ads and read their content without ever clicking through to a corresponding link. When they do click the link, they don’t always engage with the message.

You can only understand the effectiveness of your marketing efforts by analyzing how narratives about your business change over time. This is where analytics AI comes into play. You can continue to make messaging decisions using the same technology that enabled you to make initial decisions.

Use Chatbots to Give Your Customers Consistent Support

Using AI in marketing is not without its challenges. However, that doesn’t take away from the value it adds until the time these challenges no longer exist. Automation allows you to carry out your campaigns while analytics makes it possible to make more strategic decisions. At the same time, chatbots provide current and potential customers with a resource for their questions. Using this many layers of AI leaves your customers feeling like they have the complete support of your brand, which is something your company should always try to achieve.