Have you heard about multimodal Artificial Intelligence (AI)? Well, its the latest development in the fast progressing world of AI tools.
These days, text-only analytics are a thing of the past as AI and Machine Learning (ML) advance exponentially.
For business owners who use various marketing tools, multimodal AI can be a boon as it collects multiple data types, sort through them and interpret their meaning. Such apps often allow text, audio, video and images to be uploaded into the system.
Multiple formats have advantages, including deepening understanding and improving customer-oriented results. Utilizing more senses deepens machine learning-powered systems’ understanding, resulting in more humanlike understanding.
Why Does Multimodal AI Matter in Analytics?
Experts predict that the global multimodal AI market size will reach $15.89 billion by 2032, growing 4.8% annually. The growth is likely due to the ability to see the whole picture by understanding nuanced facets such as buyer behavior and buying preferences, alongside improved consumer insights. Marketers can better personalize campaigns for better sales revenue. More advanced analysis available through machines gives company leaders a number of advantages.
1. Hyper-Personalization Models
AI lets you deliver different content across varied platforms, making interactions highly relevant and immediate. Companies can gain a competitive edge when they understand segmented target audiences and can personalize the experience on a deeper level than they might have when using more generalized data.
The tools help you understand what your customers feel rather than only what they say. Tracking facial and vocal cues gives you greater insight into user intent and allows you to build promotions that overcome most objections to closing a sale.
2. Deeper Customer Understanding
User reviews offer a glimpse into what consumers think, but people aren’t always transparent about their reasons for buying from a competitor. With multimodal AI, you can tap in to everything from tone of voice on a technical support call, to user expressions in a video review. Markets become empowered by analyzing survey responses, social media posts, body language and language cues.
Using advanced solutions to improve customer service models can increase revenue. In surveys, 68% of buyers say they’d pay more for a product if the company provides a better experience. Using reports to determine where to improve can scale up perceived value.
3. Accelerated Creative Assets Generation
Traditionally, a graphic design team often spend time creating social media posts, emails, advertising assets and other materials. With today’s intelligent platforms, generative models can create multiple copies in minutes instead of hours — imagine how much time you’ll save by giving your software a single prompt and gaining posts, audio narration, videos and ads.
Multimodal models like Adobe AI and Google Gemini are beginning to offer shortcuts to gather all your marketing materials in minutes. These innovations allow organizations to run multivariate analysis and see which images and wording your audience responds to best. Future efforts will be more intuitive as the machine learns more about your needs.
4. Intensive Brainstorming Sessions
McKinsey researchers predict AI integration may reach $4.4 trillion, with 92% of organizations increasing their investment by 2028. Such significant investments demand that the software accomplish multiple tasks. Yet many companies are only using their artificial intelligence applications for basic tasks.
One area where ChatGPT and similar models excel in is brainstorming sessions. If you have a basic idea for an ad series, ask the machine to brainstorm ideas, sketch out brand pillars and give ideas for covering them in your materials. You can even ask it to study what the competition is doing to find a unique angle.
You can even ask your program of choice to look for trends. The program will scan posts, images and videos to find content opportunities you may have missed. By looking at words and imagery on posts, you’ll figure out what resonates and which methods users respond to.
Potential Use Cases
The uses for multimodal AI are extensive. Some ways include:
- Simulate content that looks customer-generated, such as selfie visuals, without spending a fortune on a UGC campaign.
- Let the machine select a relevant image from stock photos.
- Combine text and image data for better visual search and stronger product catalogues.
- Automate support and inventory management.
Let an intelligent platform run behind the scenes, adjusting ads as user preferences become available. With each pass, the ad should become more effective. How marketing professionals use multimodal AI will expand as staff become more familiar with the process and technology improves.
Downsides of Multimodal AI
While tapping into the power of technology can streamline operations and give your company an upper hand, there are a few concerns:
- The mix of different modalities may cost more money due to higher computer power needs and added technical infrastructure.
- You may lose authenticity by generating computerized client images.
- The ethics of using artificial intelligence are still blurry, including the data fed into learning models initially and whether tech firms stole intellectual property from artists. People also worry about the environmental impact.
- Integrating programs with existing systems may be complex.
- Complex fusion techniques require expert technical support and time-consuming annotated datasets.
Your Competitive Edge Starts Today
These days, the art and science of marketing is more about appealing to customer intent and preference. How they interact with your brand can have lasting impact.
Multimodal AI digs deeper into the analytics and provides solutions to make lasting organizational changes.
The brands that grow in tomorrow’s high-tech atmosphere will be those utilizing new software to create agile promotional systems. Rather than seeing the most clicks or views, make the right impression on a narrow audience. When every interaction users have with you is positive and targeted, you’ll build loyal followers.
Start experimenting with AI’s advantages to lead your industry!
Eleanor Hecks is a design and marketing writer and researcher with a particular passion for CX topics. You can find her work as Editor in Chief of Designerly Magazine and as a writer for publications such as Clutch.co, Fast Company and Webdesigner Depot. Connect with her on LinkedIn or X to view her latest work.
