Artificial Intelligence (AI) is changing the way businesses connect with their audiences. From
personalised content recommendations to automated customer support, AI helps brands
engage customers more efficiently and effectively. But how can businesses, big or small, use AI
to enhance their marketing efforts without losing the human touch? Let’s explore some simple
and practical ways AI can boost engagement.
Customers expect content that speaks to them directly. AI-powered tools analyse user
behaviour and preferences to recommend tailored content. For example, streaming services
like Netflix suggest films based on your viewing history, while online stores like Amazon show
products similar to what you’ve browsed. Businesses can apply the same approach by using AI-
driven email marketing tools that personalise subject lines and product recommendations to
keep customers engaged.
Responding to customer inquiries quickly is key to keeping them interested. AI-powered
chatbots can handle common questions, offer product recommendations, and provide 24/7
support. For instance, clothing brand H&M uses a chatbot to help customers find outfit
suggestions based on their style preferences. This improves customer experience and also frees
up time for human support teams to focus on more complex queries.
I’ve personally seen the impact of chatbots in action. While working for one of the companies in
my career, I noticed that many customers were asking the same questions repeatedly on
Facebook. To make responses smoother and more efficient, I collected these frequently asked
questions and integrated a chatbot on the company’s website. The difference was remarkable,
customers received instant answers, engagement on social media improved, and the support
team could focus on more meaningful interactions rather than repeating the same responses. It
was a simple yet powerful way AI helped improve customer experience.
Creating content and managing social media interactions can be time-consuming, but AI
tools help by analysing engagement patterns and suggesting the best times to post.
Platforms like Canva assist businesses in generating content quickly.
Businesses use AI to analyse data and forecast customer preferences, allowing them to stay
ahead of trends. For example, Spotify’s AI analyses user listening habits to create personalised
playlists, keeping users engaged for longer. In marketing, brands can use similar insights to craft
targeted campaigns that resonate with their audience.
While AI is powerful, human creativity and emotional intelligence remain essential. The best
approach is to use AI as a tool to enhance, not replace human interactions. By combining AI-
driven insights with authentic, relatable content, brands can create marketing strategies that
truly connect with their audiences.
Businesses that embrace AI-driven marketing can streamline processes, improve engagement,
and deliver better customer experiences. The key is to use AI thoughtfully, ensuring it adds
value while maintaining a personal touch.