Some of the biggest brands like Google, IBM, and Airbnb are using AI marketing tools to gain a competitive edge. We’ve uncovered some of the best AI software on the market today and listed them below.
The arcane art of marketing has been irrevocably changed by the invention of AI software. Hundreds of these tools have sprung up in recent years, so it can be trick to know which of them will provide best value.
It’s important to zero in on what you want your AI marketing tool to achieve, so let’s start by identifying what artificial intelligence is especially useful for, and what it can do for your business.
What is AI used for in marketing?
In 2022, marketing is all about data — information on your competitors, on market trends and on what your customers (and potential customers) are saying about your product. There’s a lot of information out there but it’s hard to manually source. AI makes this process much simpler. It does quickly, and at scale, what would be onerous to achieve by hand.
Techniques including sentiment analysis can be used to aggregate positive and critical product reviews. Competitor intelligence can keep you up to date with what rival brands are doing. You can improve the ROI of your marketing campaigns with better targeting. There are even AI-driven systems to write creative copy, helping you keep up with the internet’s incessant demand for content (SEO optimization).
It’s likely that you’ll use more than one AI-powered software solution. In fact, most data manipulation tools now use the power of machine-learning and automation to achieve impressive results at scale. In this rundown of some of the best AI-driven apps and platforms, we’ll explain exactly what each one does, what its benefits are, as well as any limitations it might have.
17 AI marketing tools to grow your business in 2022
Here are 17 AI marketing tools you need to try in 2022:
- Jasper AI (for copywriting)
- Surfer SEO (for SEO content writing)
- Writer.com (content writing for teams)
- FullStory (for digital experiences)
- Zapier (for automating tasks)
- Hemingway app (for content editing)
- Chatfuel (for chatbots)
- Grammarly (for content editing)
- Albert.ai (for digital advertising)
- Headlime (for landing pages)
- Userbot.ai (conversation management)
- Browse AI (for scarping web pages)
- Algolia (for search and recommendation APIs)
- PhotoRoom (for removing image backgrounds)
- Reply.io's AI Sales Email Assistant (for email replies)
- Brand24 (for media monitoring)
- Influencity (for influencer marketing)
Okay, let’s dive a bit deeper into each one.
1. Jasper AI (for copywriting)
The people behind Jasper, the best-known of the various AI-powered copywriting systems, quickly became a victim of their own success. Marvel sent them a cease-and-desist letter after they had secured more than 350,000 users. Their AI was previously known as Jarvis, cheekily inspired by Tony Stark (AKA Iron Man)’s virtual assistant. And so, Jasper was reborn.
Jasper, this human writer must grudgingly accept, is remarkably good at creating copy, in a range of tones and styles, on any topic you can throw at it. Its creators say it has “read” 10% of the internet. How well does Jasper work? Using a free trial, I asked Jasper to write 40 words about AI in business automation. It came up with:
AI is the next step in business automation. AI had been instrumental in improving business processes. AI can be deployed to an organization’s business process for a particular strategic purpose to increase efficiencies, cut costs and improve customer service.
This is certainly a decent start, although you still require human intervention to make sense of the flow of the copy, and there’s an element of repetition. Jasper’s natural language processing is perhaps best seen as a tool to create early drafts for later polishing by human copywriters.
It has a simple and intuitive dashboard, is inexpensive to implement, and will certainly speed up the content creation process. Jasper, which boasts over 5,000 5-star product reviews, won’t turn you into Tolstoy, but it will keep those vital SEO page scores high.
2. Surfer SEO (for content writing)
Surfer SEO is a content optimization tool that helps you create copy for ranking on search engines — a worthy goal for any content strategy. While you do the writing, Surfer assesses and scores your content according to its keyword density, readability, length, use of headers, and other aspects which push content up the rankings.
To use Surfer SEO, first you choose your domain, niche, and target audience. The system will then give you actionable insights by highlighting the top-ranking keywords, suggest a content outline structure, and even define image density for your piece. You can work directly on Surfer SEO, which has its own text editor, or copy-paste for quick analysis. As you edit your work, you’ll see the SEO improving in real time.
Integrations are available with other content marketing tools like Jasper, WordPress, Google Docs, and more. Surfer SEO promises hit your organic growth metrics for Google search, and satisfied clients include FedEx, Shopify, Quantas, and Viacom.
3. Writer (content writing for teams)
First off, Writer has secured a high value URL, indicating lofty ambitions. They position their platform as a writer’s assistant for marketing teams. Writer is a collaborative efficiency tool which takes some of the features of a traditional text editor like Word and turbocharges them.
Features include autocorrect, autocomplete, grammar and clarity checks, and there are often-used snippets to paste in. There’s also a suite of intelligence tools to maintain house style, including a database of approved terminology (vital for tech, legal and financial firms). Their AI is light touch, sitting in the background making recommendations rather than rewriting block of copy.
When you have a virtual or hybrid team working with minimal in-person supervision, this AI writing tool could provide all the reassurance you need that your copy remains professional and accurate across all uses. Clients include Deloitte, Accenture, Twitter and Vistaprint.
4. Fullstory (for digital experiences)
By digital experience, Fullstory mean the journey a site visitor goes through from their first visit to conversion (or dismissal). They make the valuable point that you can learn a huge amount from the unpredictable things users do, which couldn’t have been anticipated.
To make this level of insight possible, Fullstory employ an AI to track every cursor move, click, and page visit across a visitor’s journey to create their “story”. This can then be compared with thousands of other visitors’ stories to derive insight. Fullstory leverage the processing power and scalability of AI automation to discover opportunities and errors much more quickly than any human observer would.
Fullstory claim users will make cost savings, retain more customers, and improve the UX of their site significantly. Their current client roster includes GAP, Zipcar, Icelandair, and Forbes.
5. Zapier (for automating tasks)
Zapier is really the Lego of tech stack and process integration. Using it you can build connections and marketing automations between thousands of different systems, saving time, promoting efficiency, and making cost savings. You build customized workflows to link actions in one system to automated processes in one or more others. The salient data is pulled from the right place each time.
These automations can be written without coding, and there are templates to speed things up. Zapier calls its automations zaps, and it features over 3,000 integrations at time of writing. You can even create branching workflows, dependent on logical criteria you set.
The AI is at work behind the scenes interpreting signals which trigger processes with a speed and efficiency no human team could master. Clients rave about the time savings these zaps create. There’s excellent support too, including a blog, webinars, online no-code community, and Zapier University for training.
6. Hemingway App (for content editing)
Even if you only want to use human writers to create your copy, AI can at least help edit it for maximum readability and clarity. Named after a writer who was famously sparing with words, Hemingway highlights aspects of “poor” style including overlong sentences, passive voice, and excessive adverb use.
Hemingway also awards a readability score, based upon US educational grades. To reach the largest audience, grade 9 or lower is considered ideal. It’s exceptionally easy to use — just copy and paste your text into the online app and hit return.
Best of all — it’s free! The app was created by Ben and Adam Long in emulation of their favourite writer. Although there’s a $20 version including PDF exports, offline usability and instant publish features, the free version is still immensely useful.
That said, a perfectly optimized Hemingway piece might feel too simplistic for some purposes, such as annual reports, white papers, opinion pieces and other types of writing where personal style carries more weight than raw readability.
7. Chatfuel (for chatbots)
Vital AI assistants or irritating nuisance — whatever you think of chatbots, they are here to stay. Of course, a chatbot’s usefulness depends upon how you build it, which is where Chatfuel comes in. Rather than buying an off-the-shelf solution, the platform allows you to create a bespoke virtual personality yourself, using an intuitive drag and drop interface.
Whether you’re looking to replace a mundane FAQ page or drive potential leads down the funnel by offering discount codes, Chatfuel’s bots are remarkably good at interpreting even misspelt or non-grammatical responses. The AI here is doing a lot of sophisticated linguistic processing and it can easily spot keywords which trigger appropriate and helpful responses.
They’re an official partner with Meta (formerly Facebook), which should provide some reassurance that their AI is top-flight.
8. Grammarly (for content editing)
Like Hemingway, Grammarly will also analyze your content for ways in which it can be improved. Unlike Hemingway, it doesn’t make so many assumptions about style, and focuses its attention instead on traditional rules of syntax and grammar.
One great feature is that you can use Grammarly whilst working in many different apps, including Gmail, Word, Twitter, Facebook and more. Its AI will highlight errors and suggest corrections, which you are free to adopt or ignore. Going beyond mere grammar and punctuation, Grammarly can spot redundant words, inconsistencies in style and offer word choice alternatives.
It works by highlighting and color-coding errors or potential improvements (similar to Hemingway) and has been featured in such august publications as the Wall Street Journal, the New York Times and Forbes.
9. Albert.ai (for digital advertising)
Advertising is inherently hit-and-miss, or at least it was prior to the dawn of AI. Albert personalizes and optimizes ad content at scale, across social media and paid search platforms, including Facebook, YouTube, Google Ads, Bing and more. Albert call their methodology “data-powered creativity”, and founder Om Shani believes in using AI and automation to free up human creatives to make campaigns that connect on a human level.
Albert.ai functions as a laboratory for testing and tweaking campaigns to take advantage of unseen channel opportunities, unthought of demographics or new markets. It helps makes ad campaigns more relevant and lest wasteful.
Albert’s adopters include Crabtree & Evelyn, Telenor, and Harley Davidson. The latter enjoyed a five-fold swell in site traffic and an enormous 2,930% increase in leads per month.
10. Headlime (for landing pages)
Landing page copy is vital — it’s the storefront of the digital realm. Headlime is an AI-powered content-writing system designed to perfect the art of the landing page.
Powered by the deep learning abilities of GPT-3 from OpenAI, Headlime uses machine learning to help predict and complete text you type, potentially saving significant time. It suggests high performing subject lines, optimizes wordcount, and can write copy in multiple tones and languages.
Like Jasper, it can write blog content, but it’s integrated with a simple landing page builder so you don’t have to copy-paste constantly. Most importantly, it’s constantly focused on the task at hand – optimizing time on page and conversions. With over 1,700 copy templates and 11 languages, you could have a global landing page up and running in no time.
11. Userbot.ai (for conversation management)
At first Userbot might seem like just another chatbot but it’s much cleverer than that. When Userbot can’t parse a customer’s query, it hands over to a human operator but continues to monitor and learn from the rest of the conversation. Userbot then uses what it learns to improve and add the new user query to its repertoire.
Over time, therefore, Userbot should become more and more intuitive and effective, although you may still have to reply on human operators a fair bit when you first implement it. I tried it with the question “who are your top clients?” and it was unable to provide a meaningful response. For the record, they include Aboca, SSG, and Vivactis Group.
The system provides useful customer data, which you can use to monitor the effectiveness of your sales team or customer support department (it also integrates with many popular CRM platforms).
12. Browse AI (for scraping web pages)
Competitive Intelligence (CI) is one of the most powerful weapons in the digital marketer’s armory. It lets you to assess competitor brands and spot new trends, pricing strategies, reviews, and product launches. To do CI at scale, you need to use data scraping, employing algorithms (aka “spiders” or bots) which crawl competitor sites and extract useful data.
Browse AI allows you to quickly train a bot to source data for you, automatically filling in a spreadsheet with everything you need. You might get it to look for one- or two-star reviews of competitor products in order to spot possible product improvements, or check the current price of similar products on ecommerce sites, for instance.
Browse’s creators say their AI can mimic human behavior to fool Captcha and other bot-spotting protections. The product is used by over 2500 companies including Adobe, Amazon, Salesforce, and HubSpot.
13. Algolia (for search and recommendation APIs)
Search fields can either prove really helpful or endlessly frustrating. Rather than plug-in a “powered by Google” field, why not create a bespoke search facility of your own?
This is what Algolia enables, proving especially popular with entertainment companies or ecommerce firms with large inventories. The less time visitors have to spend fruitlessly scanning your catalogue the more likely they are to buy from you.
Create your own search filter to enable your customers to find exactly what they want at lightning speed. Algolia is already incorporated into the sales portals of Staples, Gymshark, NBCUniversal, Decathlon, Lacoste, and many more.
14. PhotoRoom (for removing image backgrounds)
Here’s a neat (and free) specialist tool — it selectively removes the background of any photo, leaving the human subject highlighted on a transparent background you can incorporate into other graphics. I tried it with several photos of my own and it worked beautifully.
This is a design tool which uses AI and machine learning to identify the subject of a portrait and separate it from the background. While it might previously have taken a designer ten minutes to patiently define the outline of an image, PhotoRoom does it in seconds. You can also drop in a colored background of your choice.
It’s an absolute blessing for anyone tasked with creating a “meet the team” page or creating an avatar to use in multiple locations. There’s a premium batch version, and an app for mobile users.
15. Reply.io’s AI Sales Email Assistant (for email replies)
Constructing standard email responses are another work task which can quickly become repetitive and labor-intensive. Reply.io’s AI Sales Email Assistant aims to remove much of that drudgery. But it also has many different use cases, describing itself as a “sales engagement platform.”
While the conversion rate for email marketing campaigns may be a lowly 1.22%, that can translate to a lot of promising leads when you scale up. To make the most of this technique, which can be fully automated, you need an AI-powered email assistant such as Reply.io.
Build cold email drip campaigns across multiple channels and Reply will automate the rest, applying AI-powered response scoring to help identify leads which hold potential. There are a host of CRM integrations and predictive analytics tools to track the progress of your campaigns.
16. Brand24 (for media monitoring)
If you want to find out how your brand is being mentioned all over the net where do you start? Brand24 scours news sites, social media, blogs, forums, video, and other locations to aggregate mentions. It then applies sentiment analysis to identify topics of conversation and the underlying emotions of reviewers and users.
You can respond quickly to criticism and intervene with customer support issues, improving customer retention and potentially spotting product and service flaws before they become crises. Much more efficiently than a Google keyword search, Brand24 will highlight problematic mentions and great reviews, weeding out irrelevancies.
There’s a great hashtag trend-spotting feature and good customer support including blogs and masterclasses to sharpen your marketing strategy and customer service skills. Clients include Uber, Stanford University, and Intel.
17. Influencity (for influencer marketing)
The use of influencers in social media marketing has been a major trend in recent years and isn’t showing signs of slowing. Whether its hauls, product reviews, sponsorship or traditional advertising, social media influencers are big business for brands, especially those aimed at niche or younger demographics.
Influencity bills itself as the “most complete influencer marketing platform” on the market, and it’s used by such giants as WPP, Kellogg’s and Samsung. It helps brands assess and contact influencers, collaborate on campaigns and then track their effectiveness.
All the major social media platforms are covered. There are plenty of stats and the ability to work at scale across multiple brands, making this a great agency solution.
AI-powered marketing is here to stay
Given the many benefits that AI algorithms can provide — scalability, reach, efficiency, cost savings, decision making, analytic power, better customer experience, and more — it’s clear that we are still only at the dawn of this AI technology revolution. Marketers have more exciting tools at their fingertips than ever before, allowing the tiniest startup to compete for global success alongside the most established brands.
Many of the above tools have freemium versions available, so be open-minded, give them a try, and they may become your best friend for future marketing efforts.
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