The AI landscape is rapidly evolving, revolutionizing how businesses solve challenges and unlock opportunities. From content generation and journey orchestration to insight discovery, AI is transforming nearly every aspect of marketing.
But not all AI is the same. Different types of AI are designed for distinct use cases, offering unique capabilities to address specific needs. For marketers, understanding these distinctions is crucial for leveraging AI effectively.
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Key Takeaways:
This blog explores the three core types of AI—predictive, prescriptive, and generative—and how they can be seamlessly integrated into marketing workflows with Optimove’s OptiGenie to elevate strategies and drive meaningful results.
Predictive AI is all about forecasting future outcomes based on historical data. By analyzing past behaviors and trends, this type of AI removes the guesswork from marketing plans, helping brands anticipate and proactively target customer actions.
With Optimove’s Predictive Models, marketers gain insights into how to communicate with customers. For example, predict which customers are most likely to become top spenders, likely to generate the most revenue, and optimize marketing budgets by investing in them. Or on the other hand, if a customer is highly likely to churn, send them personalized offers and promotions to keep retaining them and strengthen loyalty.
To make it even easier, with Optimove’s Target Group Discovery, brands can leverage an AI-based decision tree to instantly create new segments based on customers’ likelihood of converting.
#2 Prescriptive AI: What is the next best action for each customer?
Once marketers know how a customer is likely to behave, prescriptive AI can help recommend ways to target them in campaigns. Prescriptive AI analyzes data and provides actionable insights, suggesting the most effective strategies to achieve specific goals. It’s like having a personal marketing consultant who says exactly what to do next.
Optimove’s Self-Optimizing Journeys (SOJ) is a prime example of prescriptive AI in action. With SOJ, marketers can set up all their campaigns and let prescriptive AI decide which one each customer should receive.
For example, deciding whether a customer should receive a Birthday Promo, Holiday Sale, or Account Login campaign can be challenging. Rather than running complex tests, SOJ continuously analyzes data to adjust customer journeys and drive incremental uplift automatically.
#3 Generative AI: Transforming marketing creativity and insights
Generative AI is the latest innovation revolutionizing marketing. For marketers, it opens up endless possibilities – from crafting personalized messages to generating actionable insights – all at scale and with unprecedented speed.
Optimove’s OptiGenie harnesses the power of Generative AI, delivering instant insights through natural language prompts. OptiGenie allows marketers to interact with their data as if chatting with an AI assistant.
For example, imagine asking OptiGenie Generative AI Insights:
“Which campaigns performed best last quarter?”
“What’s the churn risk for my high-value customers?”
“How did my holiday campaigns perform Year over Year?”
OptiGenie Generative AI Insights delivers detailed, actionable answers in seconds, eliminating the need to sift through reports or rely on analysts.
In Summary
With so many types of AI, it can be hard to decide which is the most relevant.
However, to truly excel as a marketer, a mix of all three types of AI is key. This approach can help marketers become more versatile and capable of executing tasks across various marketing functions and channels – what Optimove calls “position-less marketing.”
Ben Tepfer is a storyteller with over a decade of experience in product marketing. He is passionate about driving growth through innovative product marketing strategies. As the Director of Optimove, Ben drives the shaping of the narrative and positioning of the company's cutting-edge technology.
Ben specializes in developing comprehensive product marketing strategies through storytelling to showcase the unique value propositions of Optimove that resonate with target audiences across diverse industries.
Beyond his day-to-day responsibilities, Ben is a thought leader in marketing technology. He frequently shares his insights at industry conferences, contributes articles to leading publications, including Entrepreneur, Adweek, Cheddar, Huffington Post, VentureBeat, and MediaPost, and engages with the marketing community.
