The Role of AI in Behaviour Change Marketing
Posted by Marketing & PR on 21 Oct 2024
Artificial Intelligence is transforming behaviour change marketing by offering deeper insights and predictive capabilities. AI helps personalise messaging, predict behavioural outcomes, and enhance efficiency through automation, significantly improving the effectiveness of campaigns.
Personalised Messaging and Predictive Analytics
AI’s ability to sift through large datasets enables marketers to send highly targeted, tailored messages. Public health campaigns, for example, can now deliver specific content to demographics based on predictive analytics. This ability to anticipate audience responses in real-time allows campaigns to continuously optimise messaging for maximum impact.
Including tools such as machine learning models and natural language processing (NLP), AI can even predict the likelihood of certain behavioural changes, tailoring strategies accordingly. This makes every interaction feel more relevant and personal, resulting in a stronger influence on behaviour.
Automation for Increased Efficiency
AI’s automation tools streamline campaign workflows, reducing the burden of manual processes. For instance, chatbots can engage with users in real-time, providing instant responses while collecting valuable user data. This frees up resources for creative tasks and ensures timely communication with the audience. Automated tools also enable real-time campaign management, allowing for swift adjustments based on data.
Emotional Connection Through Sentiment Analysis
AI-powered sentiment analysis tools monitor public reactions to campaigns across platforms like social media, enabling marketers to gauge emotional responses. Analysing emotional tone helps tailor messaging for maximum emotional impact, increasing the likelihood of behaviour change. For example, knowing how audiences feel about specific health messages in public health campaigns enables marketers to adapt the tone or timing for better engagement.
AI in Smoking Cessation Campaigns
A notable example is the Quit Sense app, developed in the UK, which uses AI to help smokers quit by detecting when they enter areas where they previously smoked. According to the National Institute for Health Research, a study found that four times more people who used the app, alongside NHS online support, successfully quit smoking after six months compared to those who only received NHS support. This highlights how AI-driven tools can significantly boost success rates in behaviour change initiatives.
The Future of AI in Behaviour Change
As AI advances, predictive models will become even more refined, capable of forecasting behaviour with increasing precision. Integration with immersive technologies like augmented reality (AR) and virtual reality (VR) could open doors for creating deeply engaging campaigns, making behaviour change feel more experiential.
AI is revolutionising behaviour change marketing by making campaigns more personalised, efficient and responsive. From sentiment analysis to automation and predictive analytics, AI’s capabilities drive deeper audience engagement and help achieve long-term behavioural shifts. As AI technology continues to advance, its role in public campaigns will become even more essential, paving the way for innovative approaches to influencing behaviour.
Our Expertise
We’ve been creating highly successful social marketing campaigns for our customers for over two decades. We love our work and use the latest marketing communication tools and most current segmentation and customer insight techniques.
This allows us to develop and integrate marketing concepts with other approaches to influence behaviour that benefits individuals and whole communities – for the social good.
Within our team, we have leading nationally recognised academic professionals within Psychology, Mental Health and Cognitive Behavioural Therapy that advise what messages and mediums will deliver the best response when we scope out a communications campaign or deliver any targeted communications.
This provides our clients with the reassurance and confidence of knowing that their communication objectives are underpinned by recognised academic behavioural theory, executed with award-winning creative design and using the latest Marketing Automation communication tools, whether it’s on a local, regional or national project.
Perfect Circle has delivered social change for clients like schools, local government, not-for-profit organisations, the health sector and niche commercial businesses, and we’re really proud of what we’ve done so far.
If you’d like our help on your next Behaviour Change Marketing or Social Marketing campaign, we’d love to hear from you. Please visit our contact page and get in touch.
No tags where found.
The power of automated marketing
Download Report