AI-DRIVEN CONTENT CREATION AND PERSONALIZATION: REVOLUTIONIZING DIGITAL MARKETING STRATEGIES by IRJET Journal

International Research Journal of Engineering and Technology (IRJET) e-ISSN:2395-0056

Volume: 11 Issue: 05 | May 2024 www.irjet.net p-ISSN:2395-0072

AI-DRIVEN CONTENT CREATION AND PERSONALIZATION: REVOLUTIONIZING DIGITAL MARKETING STRATEGIES

Sravan Yella Hewlett-Packard, USA

ABSTRACT:

Thearticletalksabouthowartificialintelligence(AI)haschangedthewaycontentismadeandhowpersonalization worksin digital marketing. AI-powered tools and algorithms have changed the game by letting marketers create a lot of high-quality, customizable content and give each user a customized experience. The article looks at different parts of AI-driven content strategies,suchaschatbots,conversationalAI,automatedcontentgeneration,andpersonalizationthroughAI.Thisarticleuses real-life cases and data-driven insights to show how AI can improve customer engagement, increase sales, and streamline marketingprocesses.Thatbeingsaid,thepaperalsotalksabouttheproblemsandmoralissuesthatcomewithusingAI.These includethechanceofbias,theneedforhumanoversight,worriesaboutdataprivacy,andthemoneythatneedstobespenton technologyandpeople.

Keywords: AI-driven content creation, Personalization in digital marketing, Chatbots and conversational AI, Automated contentgeneration,Dataprivacyconcerns

INTRODUCTION:

Thewaybusinessesinteractwiththeircustomershaschangedbecauseoftechnology,andcontentisstillatthecenterofthis change. But marketers are having a hard time keeping up with the growing demand for personalized, high-quality content across multiple platforms. The Content Marketing Institute recently did a study that showed 60% of marketers have trouble regularly making content that people want to read [1]. AI has become a game-changer in this area, providing new ways to

International Research Journal of Engineering and Technology (IRJET) e-ISSN:2395-0056

Volume: 11 Issue: 05 | May 2024 www.irjet.net p-ISSN:2395-0072

creatematerialandmakeitmorerelevanttoeachperson[2].Adobe'sstudyshowedthat47%ofdigitallymaturebusinesses havealreadystartedusing AItomakecontentandmakeitmore personal [3].This papergoesintodetail about thedifferent partsofAI-drivencontentstrategiesandlooksathowtheymightchangedigitalmarketing.

OneofthebestthingsaboutAIforcontentcreationisthatitcanmakepersonalizedcontentonalargescale.Acasestudy by Persado,atoolthatusesAItocreatecontent,revealedthattheirAI-writtenemailsubjectlinesreceived95%moreopensthan human-writtenones[4].ThisshowshowAIcouldbeusedtoimprovematerialssothattheygetmoreengagementandsales. Also,AIalgorithmscanlookthroughhugeamountsofdatatofindtrendsanduserpreferences.Thisletsmarketerssendvery specificcontenttoeachuser[5].

Becausetheycanoffercustomerspersonalizedcontentandassistanceinreal-time,chatbotsandvirtualassistantspoweredby AI are also becoming more popular. A study by Grand View Research says that the world market for chatbots will grow at a rate of 24.3% per year and reach $1.25 billion by 2025 [6]. These conversational tools powered by AI can understand what users are asking, give them relevant information, and even make personalized suggestions, which makes customers happier andmoreinterested[7].

But using AI to make content and customize it for each person isn't always easy. One big worry is that AI might reinforce biasesthatarepresentinthedataitistaught[8].MakingsurethatAIisusedmorallyandresponsiblywhenmakingmaterialis important for keeping audiences' trust and credibility. Also, AI can quickly and easily write content, but it still lacks the imagination, emotional intelligence, and nuance of human writers [9]. Making content that is both interesting and powerful requiresfindingtherightbalancebetweenAI-madecontentandhumanreview.

Study/Survey

Table1:KeyDataPoints:AI-DrivenContentCreationandPersonalization[1,3,4,6]

CONTENT GENERATION:

Automated contentdevelopmentisone ofthemost interesting ways thatAIcouldbeused tomake content.Programscalled Natural Language Generation (NLG) can produce text that sounds human-written. This lets marketers make personalized content on a large scale [2]. 44% of leaders surveyed by Narrative Science said they think AI-powered automated content generationwillbeakeypartoftheircompany'ssuccessinthenextfiveyears[10].ToolsthatuseAIcanmakedynamicemail campaigns,descriptionsofproducts,andevenblogpostsorstories.Heliograf,anAI-poweredtoolfromtheWashingtonPost, hascreatedmorethan850storiesandreportssinceitbeganusingAIin2016[11].

It looked at more than a million subject lines to find the best language and tone for each group using the company's AI platform.WhenPersado'scompaniesusedtheseinsights,theiremailopenrateswentupbyanaverageof41%[12].Likethis,

International Research Journal of Engineering and Technology (IRJET) e-ISSN:2395-0056

Volume: 11 Issue: 05 | May 2024 www.irjet.net p-ISSN:2395-0072

JPMorgan Chase used a Persado AI-powered copywriting tool for their marketing efforts, which saw a 450% rise in clickthroughrates[13].

Writingtextisn'ttheonlykindofmaterialthatAIcancreate.AI-poweredtoolslikeWibbitzandWochitcaninstantlyturntextbased sources into video content. This makes it easier for marketers to create a lot of interesting multimedia content [14]. WibbitzdidacasestudythatshowedtheirAI-madevideosgot27%morepeopletointeractwiththemandledto400%more videoviewsfortheirclientForbes[15].

However,itisimportanttoknowwhatAI-generatedmaterialcan'tdo.AIcanwritetextthatistechnicallycorrectandmakes sense, but it might not be as creative, empathetic, or aware of the bigger picture as human writers [16]. Researchers at the UniversityofPennsylvaniafoundthatreadersthoughtnewsarticleswrittenbyAIwerelessreliableandhelpfulthanarticles writtenbyhumans[17].FindingtherightbalancebetweencontentmadebyAIandhumanreviewisthereforeveryimportant formaintainingthestandardandcredibilityofthecontent.

PERSONALIZATION THROUGH AI:

Personalizing material with AI has become an important strategy for marketers who want to make the customer experience better and get more sales. AI algorithms can send very specific material to each user by looking at their past actions, preferences,anddata[4].Epsilondidastudythatshowedthat80%ofpeoplearemorelikelytobuysomethingwhenbrands offeruniqueexperiences[18].AI-powereddynamiclandingpagescanchangebasedonwhatvisitorsareinterestedin,which makesitmorelikelythattheywillconvert.Forinstance,landingpageproviderInstapagesaidthattheirAI-powereddynamic landingpagesraisedconversionratesbyanaverageof22%[19].

Also,recommendationengineslikeNetflixandAmazonuse AItomakepersonalizedcontentideasthatkeepusersinterested andboostcustomerloyalty[5].Netflix's AIsystemslook atwhatusershavewatched,rated,andlikedtomake veryaccurate contentsuggestions.ThispersonalizedmethodhasbeenabigpartofNetflix'ssuccess;80%ofthecontentpeoplewatchonthe service comes from suggestions made by AI [20]. In the same way, Amazon's selection engine, which uses AI and machine learning,isresponsiblefor35%ofallsales[21].

AI-powered personalized email ads have also proven to be very effective at luring customers to interact with and buy from you.AI-poweredemailmarketingplatformClymbdidacasestudyonacustomeroftheirs,amajore-commercecompany,that usedAItomakepersonalizedemailsandsawa28%riseinemailopenratesanda15%riseinclick-throughrates[22].Stitch Fixisanotherexample.ItisanonlinepersonalstylingservicethatusesAItogiveitsuserspersonalizedclothingsuggestions. Because they look at feedback, style profiles, and user preferences, Stitch Fix's AI algorithms have helped the company get 296%morebusyclientsinoneyear[23].

UsingAItopersonalizecontent,ontheotherhand,costsalotofmoneyindatagathering,processing,andanalysis.Marketers needtomakesuretheyhavetherighttoolsandknowledgetouseAIsuccessfully.Concernshavealsobeenraisedaboutdata privacyandtherightwaytouseAIforpersonalizinginformation[24].Marketersneedtobeclearabouthowtheycollectdata andgiveuserscontrolovertheirdatatokeepusers'trustandfollowrulesliketheGeneralDataProtectionRegulation(GDPR) [25].

International Research Journal of Engineering and Technology (IRJET) e-ISSN:2395-0056

Volume: 11 Issue: 05 | May 2024 www.irjet.net p-ISSN:2395-0072

1:TheImpactofAI-DrivenContentPersonalizationonCustomerEngagementandConversions[18–23]

CHATBOTS AND CONVERSATIONAL AI:

ChatbotsandconversationalAIhaveemergedaspowerfultoolsfordeliveringpersonalizedcontentandsupporttocustomers in real time. AI-powered chatbots can interpret user queries and provide relevant information, enhancing customer satisfaction and reducing response times [6]. A survey by Oracle found that 80% of businesses plan to use chatbots for customerinteractionsby2020[7],underscoringthegrowingimportanceofconversationalAIindigitalmarketing.Astudyby JuniperResearchpredictsthatby2023,chatbotswillhandle70%ofcustomerinteractions,leadingtocostsavingsofover$8 billionannually[26].

One notable example of the effectiveness of chatbots is Sephora's AI-powered chatbot, which provides personalized beauty advice and product recommendations to customers. The chatbot, built on the Kik messaging platform, has engaged with millions of users and has seen an 11% increase in makeover appointments booked through the bot [27]. Similarly, H&M's chatbot on Kik, which offers personalized fashion advice and product recommendations, has achieved a 71% customer engagementrate[28].

Conversational AI is not limited to text-based interactions. Voice assistants, such as Amazon's Alexa and Apple's Siri, have becomeincreasinglypopularfordeliveringpersonalizedcontentandsupportthroughnaturallanguageprocessing(NLP)and speech recognition [29]. A study by Adobe found that 32% of consumers own a smart speaker, and 71% of smart speaker owners use their devices daily [30]. This presents a significant opportunity for marketers to leverage conversational AI for personalized,voice-basedcontentdelivery.

However, implementing effective chatbots and conversational AI requires a deep understanding of the user's intent and context. AI models must be trained on large datasets of customer interactions to accurately interpret queries and provide relevant responses [31]. Additionally, ensuring the security and privacy of user data collected through conversational AI is crucialtomaintainingcustomertrust[32].

Fig.

International Research Journal of Engineering and Technology (IRJET) e-ISSN:2395-0056

2:TheRiseofChatbotsandConversationalAI:EnhancingCustomerEngagementandSupport[7,26,28,30]

CHALLENGES AND CONSIDERATIONS:

AIhasalotofbenefitsforpersonalizationandmakingcontent,butitalsohassomeproblems.OnebigworryisthatAI-made material doesn't have enough creativity and emotional intelligence. Human review and editing are still needed to make sure thatmaterialmadebyAIisofgoodqualityandfitstheaudience[8].AGartnerstudysaysthatby2022,30%ofallcontentwill be created by AI. However, the study also stresses how important it is for humans to edit and fact-check content to keep it accurateandofhighquality[33].

AGartnerstudysaysthatby2022,30%ofallcontentwillbecreatedbyAI.However,thestudyalsostresseshowimportantit isforhumanstoeditandfact-checkcontenttokeepitaccurateandofhighquality[33]. AnotherstudyfromtheUniversityof Washington found that AI-powered image recognition systems were more likely to link pictures of kitchens with women, whichreinforcedgenderstereotypes[35].TogetridofbiasinAI-generatedmaterial,youneedtotrainAImodelswithdiverse andrepresentativedataandkeepaneyeonandchangethem[36]

It is important to think carefully about the moral effects of AI-driven material, like the chance of bias or the spread of false information[9].TherewasapollbythePewResearchCenter,and68%ofpeoplewhoansweredwereworriedthatAIcould be used for bad things, like spreading fake news or changing people's minds [37]. To lower these risks, businesses need to comeupwithandfollowmoralstandardsforthecreationanduseofAIincontentcreation[38].

PeoplealsoworryaboutprivacywhenAIisusedtocustomizematerial.ForAIalgorithmstomakepersonalizedmaterialthat workswell,theyneedtohaveaccesstoalotofuserdata.Thereareprivacylaws,liketheGeneralDataProtectionRegulation (GDPR)andtheCaliforniaConsumerPrivacyAct(CCPA)[39],thatsayhowthisdatacanbecollectedandused.Ciscodidapoll andfound that84%ofpeopleare worriedabout data privacyand that48% have moved companies or providersbecauseof theseworries[40].TokeeppeopletrustingAI-drivencontentpersonalization,marketersneedtoputdatasafetyandsecurity atthetopoftheirlistofpriorities.

Fig.

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Volume: 11 Issue: 05 | May 2024 www.irjet.net p-ISSN:2395-0072

Lastly, adding AI to the processes of making content and customizing it needs a lot of money to be spent on technology, infrastructure,andpeople.Deloittedidastudyandfoundthat68%ofbusinesseshavetroubleputtingAItechnologiestouse andintegratingthem[41].BeforestartingAI-drivencontentprojects,marketersneedtocarefullylookattheirtoolsandskills tomakesuretheycanbeimplementedsuccessfullyandgetagoodreturnoninvestment(ROI).

Gartner

UniversityofWashington

PewResearchCenter

contentby2022

imagerecognitionsystemsassociating imagesofkitchenswithwomen

Respondents are concerned about AI being used for malicious purposes (e.g., fake news, manipulatingpublicopinion)

Table2:ChallengesandConsiderationsinImplementingAIforContentCreationandPersonalization[35,37,40,41]

CONCLUSION:

The ability for businesses to send a lot of high-quality, targeted content thanks to AI-driven content creation and personalizationcouldforeverchangedigitalmarketing..AsAItechnologieskeepgettingbetter,marketersneedtochangewith themandusethesetoolstostaycompetitiveinadigitalworldthatisalwayschanging.TogetthemostoutofAI-drivencontent strategies, though, they will need to be used responsibly and ethically, along with human creativity and control. Marketers needtoputdatasafetyfirst,trytoavoidbias,andspendmoneyontherighttoolsandpeopletomakesuretheimplementation goes well. Businesses can use AI to make personalized, interesting content that connects with their target audiences and brings about real business results by finding the right mix between AI-powered automation and human intuition. As marketingchanges,itwillbecomemoreandmoreimportantforbrandstouseAIincontentcreationandpersonalization.This istostayrelevantandcompetitiveinthedigitalage.

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