In the digital marketing world, artificial intelligence (AI) has become increasingly prevalent in recent years. AI technology provides a vast array of tools that can help marketing teams to analyze data, optimize campaigns, and deliver personalized experiences to consumers. However, the best approach to AI is to see it as an extension of your marketing team, working in tandem with human creativity to produce successful campaigns that engage audiences and achieve business objectives.
Mendel Cohen, CEO and founder of Krafted Digital, a Miami-based digital and growth agency, believes that the true power of AI lies in its ability to enhance human creativity. While AI can be incredibly valuable for analyzing large amounts of data and identifying patterns, it is human creativity that can truly drive innovation and create memorable campaigns that resonate with consumers.
As Cohen notes, “The best partner for AI is human creativity, which is what truly empowers marketing campaigns.” This sentiment is supported by a recent survey by Salesforce, which found that high-performing marketing teams were 2.2 times more likely to use AI than underperforming teams, but that they also emphasized the importance of combining AI with human insight and creativity.
At Krafted Digital, Cohen and his team use AI technology to support their data-driven approach to marketing. By analyzing data from various sources, including social media, analytics sources, and customer interactions, they can identify trends and insights that inform their campaign strategies. However, they also recognize the importance of human creativity in the process, using these insights to develop innovative campaign ideas that stand out in a crowded digital landscape.
Another critical area businesses are reaping from the immense benefits of AI, experienced by Cohen, is Predictive personalization.
Predictive personalization is an AI-driven tool that helps businesses analyze a customer’s prior purchases, search history, and other relevant data points to predict their future behavior. By understanding their preferences and needs, businesses can personalize their offerings and create a more satisfying customer experience.
This feature has been used in Streaming services like Netflix, Amazon Prime, and Spotify. These services use AI algorithms to predict which movies, TV shows, music, and podcasts a customer might be interested in. These services can keep customers engaged and satisfied by recommending the right content at the right time.
To this, data is heavily relied on, and AI makes gathering and analyzing this data even more effortless. By using AI algorithms to analyze customer data, businesses can better understand their customers’ behavior patterns and preferences. This, in turn, can help them create more personalized and effective marketing campaigns. For example, by analyzing a customer’s purchase history and browsing behavior, a business can predict which products or services they might be interested in and target them with relevant promotions and offers.
Krafted Digital has worked with various clients across various industries, including SaaS, e-commerce, healthcare, and real estate.
In addition to their work in digital marketing, Cohen is also involved in ventures in the software industry, co-founding and partnering with numerous tech companies, including event directory startup exporite.com, and software consultancy goaider.com. This experience has given him a unique perspective on the role of AI in marketing, seeing it as a powerful tool to support and enhance human creativity rather than a replacement for it.
To sum it up, the use of AI in digital marketing can be incredibly valuable, but it is important to remember that it should be seen as an extension of your marketing team rather than a replacement for it. By combining the power of AI with human creativity and guidance, marketing teams can create campaigns that engage audiences, deliver personalized experiences, and achieve business objectives. Mendel Cohen and his team at Krafted Digital are a great example of this approach, using AI technology to support their data-driven approach while also emphasizing the importance of human insight and creativity.
