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How to Apply AI to your Business

April 25, 2023

If you’ve been online at all recently, it’s been hard to escape talk about artificial intelligence (AI). With the recent release of ChatGPT, there’s been endless — but important — conversation surrounding how AI is going to change the way we work, interact, and think. Every week, AI is becoming more critical to understand and use.

Recent advancements have made AI a valuable tool for marketing. With these tools, you’ll be able to better understand, reach, and serve your audience. Norby’s platform is now powered  by AI to enhance your experience and create operational efficiencies for your marketing workflow and campaigns.

What Are AI and ChatGPT?

Artificial intelligence is humanlike intelligence displayed by computers and machines. Scientists and researchers create these machines to help streamline monotonous tasks, solve complex problems, and assist people in their daily lives.

People have been using AI for years. Virtual assistants like Siri, Alexa, and Cortana are AI, as are customer service chatbots and social media algorithms.

In March 2023, technology company OpenAI released the most recent version of its AI language model, GPT-4. With this model, it released ChatGPT, an intelligent chatbot that can answer questions, hold conversations, and write content having been trained on large language models. While there are limitations to this technology, the advanced nature of GPT-4 has furthered the conversation about the future of AI in a human world.

Within Norby, AI is used to help our users launch marketing campaigns by allowing them to quickly create events and sign-ups and draft SMS and email messages. We’re also using ChatGPT to speed up workflows in our marketing and growth teams. We even used it to help create an outline for this post you’re reading!

Types of Marketing AI

Improving marketing efficiency with AI can be easy if you know what your tools are and how they work. Marketing AI tools can generally be divided into two types of intelligence and two forms of integration.

Types of AI Intelligence

There are two primary types of intelligence when it comes to marketing AI: task automation and machine learning.

Task automation is the type of intelligence used for repetitive, structured tasks. It will generally perform a task if given a specific input but isn't really capable of nuance. A good example is an automatic welcome email that gets sent when you sign up for an email list.

Machine learning is the type that’s been more talked about recently. This is the type of intelligence that uses data and algorithms to make predictions and decisions. This is what’s used to target ads or determine what shows up in your social media feed.

Types of AI Integration

AI can be divided into another two categories: stand-alone applications and integrated applications.

Stand-alone applications are AI apps that work outside of other channels. These can be things like chatbots or paint color finders.

Integrated AI, meanwhile, is built into an existing system. Algorithms are a great example of this. They work within a website or app to find content that you’ll find appealing.

The Four Types of Marketing AI

The two types of AI intelligence and two types of AI integration work together to create four distinct marketing artificial intelligence marketing categories:

  • Stand-alone automated AI: Basic chatbots and automated emails
  • Stand-alone machine learning AI: ChatGPT, paint color finders
  • Integrated automated AI: Call center routing, marketing automation
  • Integrated machine learning AI: Product recommendations, suggested ads

Each type of AI marketing tool has a specific purpose, and knowing what that is and how to use it will allow your marketing campaigns to thrive.

How to Use AI in Marketing

There are several different ways you can use AI and tools like ChatGPT to enhance your marketing strategies and boost your business. These tools can help you:

  • Understand your audience
  • Personalize your content
  • Improve customer service
  • Inspire content
  • Enhance advertisements

All these things can help your business grow and increase your chances of marketing success.

AI Helps You Understand Your Audience

One of the biggest ways that you can use AI in marketing is to better understand and cater to your audience.

AI can help you collect data through social media monitoring, website tracking, and sentiment analysis, the process of analyzing digital text to determine the tone of the message. After collecting this data, AI can help you analyze it.

AI can help you analyze data by segmenting your customers by demographic and identifying buying patterns. This allows you to create enhanced customer profiles and better understand the customer journey.

When you understand your customer profiles and journeys, you can start to anticipate trends in the market. You’ll be able to predict things like:

  • What customers will buy next
  • How much you’re likely to sell
  • What products to advertise
  • When and where to run ads
  • If you’re likely to run out of stock
  • What a fair and reasonable price is for your products and services

AI Allows You to Personalize Your Marketing Strategies

Once you’ve done your customer data analysis with AI, you can use that data to better reach your audience through personalization. Personalization makes a customer feel like your company is speaking to them directly. Adding personalization to your marketing has numerous benefits, including:

  • Higher conversion rates
  • Increased engagement
  • Stronger customer loyalty

Personalized marketing using AI can help you by recommending personalized content and products based on the data that’s been collected. With this, you can use tools like AI and ChatGPT to do things like:

  • Crafting personalized email subject lines
  • Creating personalized product recommendations
  • Assisting customers through chatbots

You can see examples of AI-generated personalization on websites and in apps you use every day. Online retailers like Amazon will use your browsing and purchase history to show you products they think you might like. Apps like the Starbucks app do the same thing, remembering your most frequent purchases and showing you options they think you may want to try based on your order history.

If you’ve ever received an email with a coupon or discount for your birthday, that’s AI at work too. By setting up AI to personalize content to your customer data, you make your audience feel special, increasing the likelihood that they’ll stay loyal to you and your brand.

AI Chatbots Improve Customer Service

Chatbots are a hot topic these days, but they’ve been around for a while. A chatbot is essentially a program that’s capable of having conversations. It can understand text input and create a humanlike response.

In marketing, chatbots are often used to help customers when they land on a website. They can help direct customers to the right part of your website, log a complaint, or answer general questions. Not only do these chatbots provide customer support, but they can also help by collecting customer data and increasing customer engagement.

If you’re using chatbots in small business marketing, you can increase your success by:

  • Choosing software with a customizable chatbot feature
  • Creating behavior-based prompts
  • Tailoring the conversation to the buyer personas you’ve created
  • Using customer data to provide personalized recommendations
  • Using natural language processing to improve customer interactions
  • Testing the chatbot before launching

You can increase the customer experience by having human sales representatives on standby. This allows them to take over the chat when needed and close the deal.

AI Inspires Content Creation

For a while now, people have been playing around with AI content creation. While the content created by AI is still far from perfect, AI tools can provide suggestions for headlines, keywords, and topics.

AI tools like ChatGPT and search engine optimizers can help you:

  • Come up with ideas for blog posts
  • Create content briefs and outlines
  • Customize email subject lines
  • Design infographics and visuals
  • Generate or source images
  • Optimize content for search engines
  • Research keywords
  • Update old content
  • Write headlines and captions

Often, the content generated by AI isn’t pristine enough to be used as is, but you can use AI as inspiration or edit and refine it to create something you love that is on brand for your business.  

AI Enhances Your Advertising Strategies

One of the best AI-powered marketing strategies is using AI advertising optimization.

By analyzing the behavior of your audience and providing personalized recommendations, AI can help you create more effective ads and enhance your marketing campaigns. You can optimize your ad campaigns by using AI tools to:

  • Analyze performance metrics
  • Monitor ad campaigns
  • Target specific audiences
  • Test ad copy and creatives

You can also use AI and ChatGPT to help you create advertisements. These tools can help you brainstorm ideas for ad copy, generate ads and creatives, optimize ads for search engines, and choose the right ad placement.


AI and AI tools like ChatGPT can help you take your marketing strategies to the next level. This technology can help you understand your audience, personalize your ad strategies, improve your customer service, create inspired content, and enhance your advertising campaigns.

Norby’s AI -powered platform provides you with landing pages, easy event management, sign up flows and email and sms campaigns. Join Norby and begin your creative journey today!

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