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Commentary: The Business

AI Has Been Helping Businesses for Longer Than You May Think

From chatbots to predictive analytics, artificial intelligence has been helping jewelry retailers connect with customers for a while now.




YOU’VE PROBABLY HEARD all the buzz about AI and how it’s the latest and greatest thing in digital marketing. But let me let you in on a little secret – AI isn’t as new as it seems. Truth is, AI has been a driving force in digital marketing for years, but there are some marketers who simply slap the term “AI” onto their offerings just to ride the hype train and get your attention… just like the title of this article.

The Buzzword Trap

Unfortunately, with any emerging technology, there are always those who want to cash in on the hype without truly understanding or implementing it effectively. Some marketers have fallen into the trap of using the term “AI” as a buzzword to make their offerings sound more sophisticated or advanced than they actually are. It’s a marketing tactic that can mislead businesses and consumers into believing they’re getting cutting-edge AI-powered solutions when, in reality, they may not be. But enough of that, let’s look at how AI is really being used in digital marketing.

Back in the Day

Okay, let’s rewind the clock a bit. Even before all the hype, AI was already making waves in digital marketing. Remember those early days of online advertising? Well, businesses were already using basic AI techniques to improve their marketing efforts. They used algorithms to analyze user behavior and preferences, helping them tailor their messages to specific audiences. Yep, AI was already flexing years ago!

With the help of these machine learning algorithms, ad platforms crunch massive amounts of data and identify patterns and trends. This means you can understand your target audience better and allocate dollars from advertising budgets more effectively. So, those ads you see? AI has a hand in ensuring they’re hitting the right people at the right time, maximizing their impact.


Chatbots: Your 24/7 Support Buddies

Ever had a chat with a friendly little bot on a website? That’s AI at play, my friend! AI-powered chatbots have become a staple in digital marketing. They use fancy natural language processing algorithms to understand and respond to your queries instantly. These chatbots not only save time and resources but also provide round-the-clock support. Whether it’s answering your burning questions or guiding you through a purchase, they’re there for you, whenever you need them.

Predictive Analytics: Peeking into the Future

Okay, here’s where things get a bit mind-blowing. AI has actually helped marketers become fortune tellers of sorts! How, you ask? Well, through predictive analytics. By analyzing historical data, AI algorithms can identify patterns and predict future outcomes. This means marketers can anticipate your behavior and make informed decisions. It’s like they have a crystal ball telling them what you’ll do next! Plus, AI-powered lead scoring helps them focus their efforts on the most promising prospects, increasing their chances of success.

Content Creation

Let’s not forget about content creation! AI has stepped in to make the process smoother and more efficient. With natural language generation algorithms, AI can churn out human-like content at scale. Say goodbye to manual content creation! And the best part? AI can analyze your preferences and serve up personalized recommendations. So, the content you see is tailor-made just for you, making it more relevant and engaging.

So, there you have it – the not-so-secret history of AI in digital marketing. It’s been there all along, silently transforming the way businesses understand, reach, and engage with their customers. Heck, AI partially wrote this article.




When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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