Editor’s note: Nick Kairinos is the CEO and co-founder of computer software firm Prospex, London, and information technology firm Fountech. 

Artificial intelligence is a disruptive force transforming the way businesses are able to perform a variety of tasks. While AI may conjure images of driverless cars and cyborgs, the future is different, and I would argue much more exciting. Over the past decade, AI has become a vital tool for businesses seeking to stand out from the competition. 

Of all the sectors seeking to take advantage of AI, sales and marketing might not be the first industry that springs to mind as being a frontrunner when it comes to AI adoption. But people often forget that sales and marketing rely heavily on analyzing colossal amounts of data – something AI is naturally geared to address. 

The numbers speak volumes about AI’s influence in this space; two in five (40%) of marketing and sales teams already recognize the importance of AI – and in particular machine learning (a subset of AI) – in ensuring they are able to pursue and accomplish their growth targets. 

That said, a substantial knowledge gap still exists within non-tech businesses about the practical ways that AI tool sets can support their daily operations and reduce costs. It is natural that the realm of AI can initially seem overwhelming for those who only have a surface-level understanding of this technology. 

So, for those unaware of the practical benefits of AI, how exactly can it be leveraged to support the sales and marketing campaigns of businesses large and small? 

Automation is key

Let’s start with the basics; namely, how AI is poised to solve all kinds of business inefficiencies. AI really excels in its ability to empower people to work faster and smarter. This all comes down to the ability of AI algorithms to process and analyze huge reams of data, extract the most important information and effortlessly discard anything irrelevant. 

The benefit to marketers is clear, considering their roles rely heavily on building a profile of their consumers. The problem many marketers face today is that there’s simply too much data available, which means finding the right data can be like finding a needle in a haystack. By having ready access to customer and client data relevant to their business, sales and marketing professionals are able to create targeted campaigns and promotions that effectively target the needs of particular demographics. 

Using this insight, human marketers can use their personal experience and expertise to develop creative and informed ways to promote products and services – ensuring they are seen in the right places, at the right time and by the right people. This type of hyperpersonalized campaigning increases the chances of leads engaging with and responding to marketing material. 

Offering a helping hand to market researchers 

That’s not all AI can do, however. Market research companies have started experimenting with how to make the most of AI and machine learning to devise research methods that adapt to consumers’ changing digital habits and preferences. 

Traditional market research projects are labor-intensive, expensive and time-consuming, so this shift towards automation and AI comes as no surprise. Employing algorithms, market research can be performed much more efficiently. It also means that sales and marketing professionals are able to harness real-time data from sources like sales, texts and social media. 

The flexibility and freedom of AI has also inspired sales and marketing professionals to consider new ways of conducting research and running sales campaigns. For instance, machine learning models have been employed to determine the best time of day to target respondents with survey questions, when their propensity to respond is the highest. When this method was employed by Borderless Access, it had the benefit of improving engagement time as well as reducing the survey turnaround time (by 25% and 23%, respectively). 

The bottom line is that AI-driven market research serves to expand access to data, while reducing the time and cost expenditure previously required to collect important customer insights. 

Businesses often miss out on important insights when data is mismanaged or not assessed properly. That’s why, when it comes to harvesting and processing customer data, the support of AI solutions offers unparalleled and actionable insight. 

Technological revolution 

We have only just scratched the surface of what is possible in a partnership between humans and machines in the sales and marketing sector. With these technologies getting smarter by the day, those businesses and organizations at the forefront of this technological revolution are sure to enjoy wide-ranging benefits that others risk missing out on.Â