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A Bold New Frontier of Communications: The Impact of AI and Marketing Automation

In preparation for his upcoming session at IABC’s World Conference on 6 June, Global Rev Gen, TEDx and international speaker Bosco Anthony explores five critical areas where communication will be impacted or evolve due to AI and marketing automation. Read more in this World Conference session preview, and register to attend World Conference 2023 today.

Artificial Intelligence (AI) and marketing automation have been transforming the way businesses communicate with their customers. The use of AI in marketing has given rise to a bold new frontier of communication, enabling companies to deliver highly personalized experiences to their customers in real time and revolutionizing communication across these key areas below.

1. Customer Service

AI has made it easier for businesses to engage with customers in real-time through tools like chatbots, which can handle customer queries, provide product recommendations and process transactions. This enables businesses to provide 24/7 support and enhance the customer experience while freeing up human agents to focus on more complex issues.

When it comes to sentiment analysis, tools powered by AI use natural language processing to analyze customer feedback and determine their emotional state. Businesses can identify and address customer complaints in real-time, improving satisfaction and loyalty. According to a study by Salesforce, 72% of customers expect companies to understand their needs and expectations.

2. Advertising and Content Creation

AI and marketing automation enables businesses to deliver targeted, personalized ads to customers who are most likely to engage with them. This improves the effectiveness of advertising campaigns and reduces wastage.

Similarly, content creation is a time-consuming process, but AI tools can create content in seconds. Businesses can produce content more efficiently, as well as leverage AI capabilities to analyze customer data. This will allow for more personalized content, increasing engagement and conversions.

3. Change Management

One of the biggest challenges of change management is getting employees to adapt to new systems, processes and policies. AI and automation can help simplify this process by providing employees with personalized training and support.

For example, AI-powered chatbots can be used to answer common questions and provide employees with guidance on how to use new systems and processes. These chatbots can be available 24/7, which means employees can access support at anytime, anywhere.

4. Internal Communication

Chatbots don’t have to be limited to traditional customer service. This tool can be used to answer common employee questions, such as HR policies, payroll information and benefits. This can save time and resources for HR departments, allowing them to focus on more complex tasks.

AI can also be used to analyze employee data, such as email and chat logs, to identify communication patterns and improve strategies. This can help businesses identify areas for improvement and implement changes to ensure better internal communication.

5. Deep Fake Sophistication

Deep fakes are videos or images that have been manipulated using AI algorithms to create realistic but fake content, which can be used to spread false information or propaganda. These technologies are becoming increasingly sophisticated, creating more convincing deep fakes.

At the same time, social media platforms are using AI algorithms to analyze content and detect signs of manipulation or other indicators of fake content, offering a powerful resource to stop misinformation at the source.

The Future Evolution of AI — Where Are We Going?

AI and automation are transforming the way businesses operate; their impact on change management, communication and marketing landscape is significant. By embracing these technologies, businesses can improve efficiency, increase productivity and enhance customer engagement.

While this technology has the potential to create many benefits, there are also risks and challenges associated with its use. As AI continues to evolve, businesses, individuals and society will need to consider the ethical implications of this technology and ensure it’s used in responsible and beneficial ways.

Bosco Anthony

Bosco Anthony is the head of growth at Global Rev Gen (GRG), an internationally recognized progressive and bespoke digital media buying solutions provider and consultancy. A seasoned digital strategist, disruptive storyteller, rebellious marketer and international speaker with a background in corporate leadership, business operational maturity and an entrepreneurial spirit.

Bosco Anthony's impressive 20-year portfolio has seen the completion in over 1000 digital projects, and 500 strategies in over 200 different sectors nationally and internationally. He is known for being an influential business leader, having spoken at Park as well as at over 300 global events, conferences and workshops.

Bosco Anthony has an insatiable hunger to create and innovate and his fervent passion and knowledge of the digital industry and consulting ecosphere. His energy and enthusiasm are infectious. He’s renowned for taking businesses to newer heights. He focuses on their value proposition and developing the right partnerships to leverage a business’s core strengths. Want to know how to use data- driven insights to make informed, successful marketing decisions? Bosco's keynotes provide the tools and strategies brands need to stay ahead. Harness the power of big data and unlock endless possibilities for your brand!

Bosco Anthony's design thinking approach, ideology and methodical execution of digital strategy, performance marketing, brand immersion and business development growth strategies have helped so many brands bring their story to life. He assists his clients to navigate critical thinking from ‘What is’ to ‘What if'?

This blog post first appeared at and is republished here with permission.