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How to Use AI and Machine Learning in Marketing
Blog Feature

By: Mike Kaput

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October 28th, 2019

How to Use AI and Machine Learning in Marketing

No matter what type of marketing you do, you can get started using AI — today — with just three steps.

And you can learn them all for free in a new course from HubSpot Academy and Marketing AI Institute.

The course is called Artificial Intelligence and Machine Learning in Marketing. It offers an intro to AI and machine learning and teaches you how to distinguish each one. It also teaches you how to apply them in your marketing. Oh, and it'll show you how to start piloting AI.

The result?

You'll come away ready to use AI in your marketing.

Click the button below to get access.

Get the Course

In the course, you’ll learn...

1. How to Understand AI and Machine Learning

There’s no getting around it. You need to understand AI and machine learning. This isn’t always easy. There’s a lot of hype out there about these technologies. And they can be complex. That’s why you want to make sure you go straight to the experts.

In the course, Jim Sterne, marketing AI expert and author of Artificial Intelligence for Marketing, will teach you how to understand AI and machine learning the right way.

Once you finish this module, you’ll know more about AI and machine learning than 99% of marketers out there.

(Full disclosure: Jim might still have you beat, though.)

2. How to Evaluate AI Use Cases With a Proven Framework

You also need a logical framework for evaluating AI use cases in your marketing. Marketing AI Institute created the 5Ps of marketing AI framework for this purpose.

The 5Ps of content marketing AI is based on our direct discussions with entrepreneurs and engineers building and applying AI tools. The framework consists of five marketing categories, with potential use cases sorted into each one:

  • Planning — Build intelligent strategies.
  • Production — Create intelligent content.
  • Personalization — Power intelligent consumer experiences.
  • Promotion — Manage intelligent cross-channel promotions.
  • Performance — Turn data into intelligence.

In the course, Marketing AI Institute experts show you how to brainstorm use cases with this framework.

You’ll come away with a list of viable use cases for AI in your marketing organization, no matter what products or services you sell.

3. How to Pick a Use Case

Last, but certainly not least, it’s time to pick a use case for an AI pilot project.

Easier said than done...

You want to pick a use case that has a high value of intelligently automating with AI. That will make sure your AI pilot project stands the greatest chance of success.

In the course, Marketing AI Institute experts will teach you how to select a promising use case and start to drive conversations about piloting AI internally.

Overall, the course is four full lessons with 15 videos. Access it below.

Get the Course

About Mike Kaput

Mike Kaput is the Director of Marketing AI Institute and a senior consultant at PR 20/20. He writes and speaks about how marketers can understand, adopt, and pilot artificial intelligence to increase revenue and reduce costs. Full bio.

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