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Ilja Gorelik is a cofounder and COO of Mitto.
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Within less than a year, generative AI (GenAI) has seen rapid adoption across practically every industry. According to Goldman Sachs, as many as two-thirds of workers in the U.S. and Europe could see a significant share—potentially as much as half—of their responsibilities taken on by GenAI-enabled technologies.
Marketers, especially, have been quick to embrace GenAI, and major MarTech platforms, including Salesforce and Hubspot, have incorporated GenAI into their flagship offerings. To date, we’ve seen the biggest impact of GenAI through its ability to develop and iterate content quickly, which is central to attracting site visits, capturing leads and generating sales.
GenAI can speed the development of content such as blog posts, email messages and other longer-form texts; however, it can also facilitate considerable improvements in short-format content, such as SMS text campaigns. Here are four ways artificial intelligence can help your SMS programs.
1. Tailoring Personalized Messages
Personalization remains a top priority for marketers. Generative AI can help marketers customize messages by analyzing customer behavior and data, predicting their needs and preferences, then tailoring messages to those individual interests. For example, a clothing brand that wants to promote its new collection can analyze each customer’s purchase history, search queries and browsing behavior. Based on this analysis, GenAI can tailor an SMS marketing campaign down to the preferred outfit color in the accompanying image.
GenAI also can be useful in providing product recommendations, such as new apparel designs in similar styles and colors as a consumer’s previous purchases. And it can be used to generate personalized offers based on a customer’s behavior. For example, when a customer abandons a purchase in their cart, GenAI can prompt an SMS message with a special discount code to encourage them to buy.
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