AI (artificial intelligence) is transforming the way marketers work. Machine learning algorithms fuel analysis tools that can handle bigger volumes of data than ever before. Generative AI is becoming truly conversational, powering real-time, meaningful interactions with potential clients.

As AI becomes more prevalent across all aspects of marketing, it helps to keep your finger on the pulse of what’s trending and what’s in store for AI marketing in the future.

AI Powers Truly Data-Driven Marketing

We recently discussed the challenges facing B2B marketers whose audience is fragmented across more channels than ever before. The right data management tools help with target audience research, monitoring and reporting on success, and even predictive analysis.

Advanced Personalization

An influx of client data is also useful for another aspect of AI marketing: hyper-personalization. Techniques like microtargeting break down your target audience into smaller segments, making B2B buyers feel like every experience is tailored just for them.

Tools like customer relationship management (CRM) systems now include AI for the exploration of buying history and habits, cohort analysis, and other techniques for personalizing marketing content.

Virtual Influencers and the Metaverse

As AI advances, it’s evolving into more than faceless algorithms hidden within software. Influencer marketing is a rising trend for B2B firms. Now, it’s possible to create a virtual influencer, using digital avatars and generative AI. One such virtual influencer is Lil Miquela, a virtual creation that rose to fame in 2018 after some clever PR. It now has 3.4 million followers on TikTok and has helped its creators, an AI firm called Brud, raise approximately $6 million in VC funding.

Could B2B marketers leverage the power of the virtual influencer? There’s no reason why not. B2B firms are already moving into the metaverse — virtual representations of the real world that exist online. JPMorgan was the first investment company to make its mark here. It entered the metaverse in 2022, claiming that these virtual environments would “infiltrate every sector in some way in the coming years.” Accounting and real estate firms have followed suit. B2B marketers willing to keep an open mind about the possibilities of virtual interactions, powered by AI, could position themselves to get ahead of the curve.

Final Word

Despite the rapid rise of AI marketing technologies, we’re still fairly early in the adoption cycle. Marketers have to be discerning, avoiding tools that use AI as nothing more than a sales buzzword. AI washing — exaggerating the usefulness of AI within a system — is a rising problem, but it’s likely a short-lived phenomenon as software buyers become more savvy about the tools they invest in. For support with AI and data-driven marketing, book a free 15-minute introductory call with one of our in-house experts.

Need more tech startup marketing news and strategy insights? Subscribe to Arch Collective's newsletter.