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 1About This Book 1Foolish Assumptions 3Icons Used in This Book 3Beyond the Book 4Where to Go from Here 4Part 1: Getting Started with Marketing With AI 5Chapter 1: A Brief History of AI 7Early Technological Advances 7Alan Turing and Machine Intelligence 8The Dartmouth Conference of 1956 10Machine Learning and Expert Systems Emerge 12An AI Winter Sets In 14The Stanford Cart: From the ’60s to the ’80s 15More AI Developments in the 1980s 16Rapid Advancements of AI in the 1990s and Beyond 17Chapter 2: Exploring AI Business Use Cases 23Automating Customer Service 24Enhancing Product and Technology with AI 28Accelerating Research and Development 32Giving Marketing an AI Boost 36Optimizing Sales with AI 39Adding AI to Legal Activities 41Chapter 3: Launching into the AI Marketing Era 45Ready or Not: AI Is Your New Marketing Copilot 46Watching AI Upend the Corporate World 48Taking Foundational Steps Toward AI Marketing 49Adopting a Strategic Framework for Entering the AI Era 54Part 2: Exploring Fundamental AI Structures and Concepts 61Chapter 4: Collecting, Organizing, and Transforming Data 63Defining Data in the Context of AI 64Choosing Data Collection Methods for Marketing with AI 67Putting Your Marketing Data in Its Place 69Understanding Data via Manual and Automated Systems 71Preparing the Data for Use by AI Algorithms and Models 72Chapter 5: Making Connections: Machine Learning and Neural Networks 77Examining the Process of Machine Learning 78Understanding Neural Networks 79Supervised and Unsupervised Learning 81Exploring Reinforcement Learning 83Mastering Sequences and Time Series 85Developing Vision and Image Processing in AI 88Tools for Machine Learning and Neural Networks 91Chapter 6: Adding Natural Language Processing and Sentiment Analysis 93Demystifying the Backbone of NLP 94Elevating NLP with Machine Learning 96Examining Transformers and Attention Mechanisms 98Unpacking Sentiment Analysis 99Catching the feeling 100Understanding language nuances 100Integrating social media analytics 101Challenges for NLP and Sentiment Analysis 101Engaging Best Practices for Using NLP and Sentiment Analysis 102Chapter 7: Collaborating via Predictions, Procedures, Systems, and Filtering 105Understanding Predictive Analytics 106Putting AI Procedures into Practice 111The AI System Development Lifecycle 112Understanding Filtering in AI 114Chapter 8: Getting Comfortable with Generative AI 119Changing the Game with Generative AI 120Getting to Know GPT Models 125Creating New Text, Images, and Video 126Introducing Major Consumer-Facing Generative AI Models 128Addressing the Challenges of Using Generative AI Models 129Part 3: Using AI to Know Customers Better 133Chapter 9: Segmentation and Persona Development 135Exploring Behavioral Segmentation Elements 136Sourcing the Right Customer Data 137Seeing How AI Performs Segmentation 139Refining, Validating, and Enhancing Segmentation Models 140Aligning Persona Development 142Leveraging AI Personas for All Business Efforts 144Employing Synthetic Customer Panels 147Chapter 10: Lead Scoring, LTV, and Dynamic Pricing 151Working Together: Three Core Concepts 152Scoring Leads with the Help of AI 154Calculating Lifetime Value to Affect Lead Scoring 159Turning Lead Scoring and LTV Insights into Dynamic Pricing 162Chapter 11: Churn Modeling and Measurement with AI 165Getting the Scoop on Churn Modeling 166Ramping Up Your Measurement Operations 173Checking Out Tools for Churn Modeling and Measurement Operations 180Part 4: Transforming Brand Content and Campaign Development 181Chapter 12: Using AI for Ideation and Planning 183Engaging AI to Ideate on Behalf of Human Beings 184Deciding whether AI Hallucinations Are a Feature or a Bug 187Following Practical Steps for Idea Generation with AI 190Deciding on AI Ideation Tools to Use 193Chapter 13: Perfecting Prompts for Conversational Interfaces 197Reviewing Use Cases for Conversational Interfaces 198Writing Strong Prompts to Guide AI Responses 201Good and Bad Marketing Prompt Design Examples 205Refining and Iterating Strong Prompts 206Fighting AI Bias in Prompt Writing 207Using Prompt Design Apps 209Chapter 14: Developing Creative Assets 211Trying Out an AI-Generated Where’s Waldo? Illustration 212Exploring an Approach for Creating Visual Assets with AI 214Enhancing Existing Creative Assets 219Fine-Tuning Creativity with AI Tools and Techniques 222Choosing AI Tools for Creating Visual Assets 227Chapter 15: Search Engine Optimization (SEO) in the AI Era 229Describing Search Generative Experiences (SGEs) 230Strategies for SEO Success in the AI Era 232Enhancing the User Experience with AI 235Maximizing Your SEO Efforts 236Knowing the AI Tools to Use with SEO 242Chapter 16: Performing A/B Testing with AI 245Examining the Fundamentals of A/B Testing 246Surveying A/B Testing Extensions 249Gathering AI Tools for A/B Testing 253Chapter 17: Fine-Tuning Content with Localization and Translation 255Exploiting AI for Localization and Translation 256Adopting Core Strategies for Localization 262Examining Real-Time Localization and Translation Solutions 265Part 5: Targeting Growth Marketing and Customer Focus with AI 269Chapter 18: Applying AI to Performance Marketing 271Examining Google Performance Max 272Exploring Meta Advantage+ Campaigns 276Inspecting Amazon Ads 281Taking Stock of TikTok Advertising 285AI Tools for Performance Marketing 287Chapter 19: E-mail and SMS Marketing with AI 289Tracking E-mail and SMS Marketing 290Adding the Power of AI to E-mail and SMS Marketing 292AI-Powered E-mail and SMS Marketing Tools 297Chapter 20: Diving into Personalized Marketing 299Adapting Marketing to Meet Consumer Personalization Preferences 300Examining Personalization Concepts 302Unlocking the Deeper Value of Personalization with Generative AI 305Making Personalization Operational with AI 307AI Tools to Help with Personalization 316Chapter 21: Leading Your Business in the AI Era 319Following Steps for Integrating AI into Your Business 320Building AI Capability within Marketing 323Integrating Marketing with the Rest of the Enterprise 328Organizing for the Future 332Chapter 22: Addressing Ethical, Legal, and Privacy Concerns with AI 335Operating Principles for Ethical AI 336Using All Data Responsibly 340Fighting Bias in Data and Results 344Protecting Copyright and Intellectual Property 346Facing the Deepfake Problem 347Saving Human Beings from Artificial Intelligence 351Part 6: the Part of Tens 355Chapter 23: Tens Pitfalls to Avoid When Marketing with AI 357Ignoring Qualitative Insights 357Depending Solely on Generated Personas 358Relying Only on AI for Creative Briefs 358Bypassing Human Creativity 359Losing Your Brand Voice 359Neglecting Emerging Media Channels 360Over-Optimizing for Short-Term Goals 360Creeping Customers Out 361Ignoring the Value of the Human Touch 362Relying Solely on AI for ROI Analysis 362Chapter 24: Ten Future AI Developments to Watch For 365Quantum Computing–Aided AI 365Autonomous Creative Campaigns 366Cognitive AI Systems for Deep Insights 367AI-Driven Virtual Reality Experiences 367Neural Interface for Marketing Insights 368AI-Curated Personal Digital Realities 368Synthetic Media for Dynamic Content 369Predictive World Modeling 370AI as a Customer Behavior Simulator 370Molecular-Level Product Customization 371Index 373