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How AI Is Revolutionizing the Marketing Landscape

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How AI Is Revolutionizing the Marketing Landscape

Opinions expressed by Entrepreneur contributors are their own.

The marketing landscape is on the cusp of a profound transformation, driven by the rapid advancements in artificial intelligence (AI). These new AI marketing tools are poised to revolutionize how companies approach their strategies, structure their organizations and ultimately reach their target markets.

However, amidst this exciting wave of innovation, identity verification will emerge as a critical factor in ensuring the ethical and effective use of AI in marketing.

Related: How to Harness AI for a Competitive Edge in Marketing

AI marketing: A new era of possibilities

AI marketing tools are no longer a futuristic concept but a tangible reality. They offer unprecedented capabilities, from hyper-personalized customer experiences to data-driven campaign optimization. Let’s delve into how these tools are reshaping the marketing landscape:

  1. Hyper-personalization: AI algorithms can analyze vast amounts of customer data to deliver tailored messages and product recommendations in real time. Imagine websites dynamically adapting content and offers based on each visitor’s individual preferences and past behavior. This level of personalization can significantly enhance customer engagement and drive conversions.

  2. Predictive analytics: AI can predict customer behavior with increasing accuracy, enabling marketers to anticipate needs and proactively offer solutions. This can lead to improved customer satisfaction and retention rates.

  3. Campaign optimization: AI-powered tools can analyze campaign performance data in real time, allowing marketers to make data-driven adjustments on the fly. This can significantly improve the effectiveness of marketing campaigns and reduce wasted ad spend.

  4. Content creation: AI is increasingly being used to generate marketing content, including ad copy, social media posts, images and even product descriptions. While this can streamline content production, it raises important questions about authenticity and the need for human oversight.

Related: 5 AI Marketing Tools Every Startup Should Know About

Organizational impact and go-to-market strategies

The rise of AI marketing will inevitably impact the structure and operation of marketing organizations:

  • New skill sets: Marketing teams will need to acquire new skills in data analysis, AI tool utilization and ethical AI implementation. This may necessitate upskilling or hiring new talent.

  • Data-driven culture: Companies will need to foster a data-driven culture within their marketing departments. This involves embracing data-driven decision-making and investing in data infrastructure. This is critical for any size organization and regardless if you’re a hyperscaler or an organization looking to increase EBITDA.

  • Collaboration: Marketing teams will need to collaborate closely with data science and IT teams to maximize the benefits of AI marketing tools.

As for go-to-market strategies, companies will need to adapt to the evolving landscape:

  • Omnichannel marketing: AI can help create seamless, personalized experiences across multiple channels, from email to social media to in-app messaging.

  • Customer journey mapping: AI can help map the customer journey more effectively, identifying pain points and opportunities for optimization.

  • Transparency and trust: As AI becomes more prevalent in marketing, companies will need to be transparent about their use of AI and ensure customer trust.

Related: AI Is Considered the “Wild West” — Here’s How Marketers Can Rein It In and Ensure Ethical Use

The critical role of identity verification

Identity verification will play a crucial role in ensuring the ethical and effective use of AI in marketing. Here’s why:

  • Data accuracy: AI relies heavily on data. Accurate identity verification ensures that the data being fed into AI algorithms is reliable, preventing biased or discriminatory outcomes.

  • Regulatory compliance: Many regions have strict data protection, age verification and privacy regulations. AI ensures that marketing practices adhere to data protection regulations, such as GDPR or CCPA, by accurately verifying identities and managing consent. This reduces the risk of legal penalties and enhances consumer trust.

  • Preventing fraud: Inaccurate or fraudulent data can lead to misdirected marketing efforts, wasted resources and even reputational damage. Identity verification helps mitigate these risks.

  • Building trust: Customers are more likely to trust brands that prioritize their privacy and security. Robust identity verification practices can strengthen this trust.

The road ahead

The future of marketing is undoubtedly AI-powered. Embracing AI marketing tools can unlock new levels of personalization, efficiency and effectiveness. However, it’s imperative for companies to prioritize identity verification to ensure the ethical and responsible use of these powerful technologies.

As AI continues to evolve, the marketing landscape will undoubtedly undergo further transformations. Companies that adapt to these changes and harness the power of AI will be well-positioned to thrive in the years ahead.

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NYC Office Building Sells for 97.5% Less Than Original Price

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NYC Office Building Sells for 97.5% Less Than Original Price

Despite many companies issuing return-to-office mandates, the commercial real estate market in big cities like New York remains volatile.

Iconic office towers once valued in the hundreds of millions are taking a major hit. For example, a Midtown Manhattan office building just sold at a 97.5% discount after only receiving one offer, the New York Times reported.

Related: Amazon Is Reportedly Tracking ‘Coffee Badging’ Workers and Their Real In-Office Hours

A 23-story, 925,000-square-foot building, redesigned by the famed Gensler Architects team, sold for $8.5 million last week. The building last sold in 2006 for a whopping $332 million.

The office building, located at 135 West 50th Street, was built in 1963, and auctioned off by UBS on an auction website called Ten-X. It received just one bid.

“UBS’s perspective was, ‘We need to sell this quick, we’ve kind of made peace with this is gonna be a big loss. We need to sell it and we need to move on,” Ten-X president Steven Jacobs told The Real Deal in an interview.

Related: Barbara Corcoran Issues Warning on Commercial Real Estate Market

The building has seen a slew of companies call it home over the years, including Zales and Sports Illustrated, though it’s now 65% vacant due to the pandemic and companies downsizing on office space.

The building’s website boasts floors that range from 12,000 to 63,000 square feet with full-floor blocks that “could serve as a building within a building for the right tenant.”

However, the sale of the building does not include the land beneath it, as UBS sold that to Safehold in 2019 for $285 million.

The new owner of the building has not been revealed.

Related: Salesforce Is Cracking Down on In-Office Work

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Why Business Leaders Need to Learn About about Digital IDs

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Why Business Leaders Need to Learn About about Digital IDs

Opinions expressed by Entrepreneur contributors are their own.

We’ve come a long way from the days when identity verification meant simply presenting a handwritten document or a personal endorsement. The Digital ID movement signals a new era where your identity is a digital entity, stored and accessed online.

This shift promises many benefits, like positively transforming efficiency, security and fraud prevention. Yet, here is the challenge: the transition isn’t an overnight overhaul. It’s a gradual, evolutionary process.

Physical documents aren’t going anywhere – yet

Consider the reliability of a physical document – tangible, verifiable and trusted across various industries. Despite the charm of digital transformation, a 2024 Forrester Consulting study commissioned by Regula reveals that 46% of organizations still manually verify documents, including in remote setups. This reliance is even higher in sectors with stringent security demands, such as Aviation (63%) and Finance (44%).

Why the attachment to paper? It’s simple. Physical documents are trusted and familiar, and they provide unmatched authenticity. They work. For business leaders, this means a gradual transition to digital identity systems is not just sensible – it’s essential. The current systems can coexist with emerging technologies, ensuring operations remain smooth while new methods are integrated.

The barriers to a digital dream

The dream of a global Digital ID system faces significant challenges. Chief among them is the lack of universal legislative frameworks. It’s like trying to conduct a global orchestra without a shared music sheet.

According to the study, 74% of respondents highlight the need for unified global standards to ensure seamless integration and acceptance worldwide. This lack of alignment means businesses are navigating a fragmented landscape, where interoperability across borders is a complex challenge.

Furthermore, technological disparities create uneven progress. While some regions, like the UAE, are racing ahead with advanced digital infrastructures, others, including the US and Europe, are taking a more cautious approach due to stringent regulations. This disparity underscores the importance of tailored strategies considering regional readiness and capabilities.

Related: Your Face is Data — and Scammers Are Using it for Fraud. Here are 5 Tips When Using Identity Verification

Concerns and realities

As businesses examine the digital leap, several Digital ID concerns weigh heavily:

  • 50% worry about increased data breaches and cybersecurity threats.
  • 46% are concerned about the necessity of robust security frameworks to mitigate the risks of data breaches.
  • 44% fear the implications for privacy due to surveillance and data tracking.
  • 35% highlight dependence on technology potentially leading to system failures.
  • 35% see the risk of identity theft and fraud with digital credentials.

These concerns are not trivial. They reflect the real and present challenges of a digital transition. But they also point to the need for robust, secure, and reliable systems that can build trust over time.

Related: Deepfakes Are on the Rise — Will They Change How Businesses Verify Their Users?

The hybrid solution

In this complex landscape, a hybrid approach to Digital IDs emerges as the most pragmatic path forward. This strategy embraces both digital and physical verification methods, allowing businesses to transition at a manageable pace. By maintaining physical documents alongside Digital IDs, organizations can leverage the strengths of both systems, ensuring reliability while gradually adopting new technologies.

For business managers, this hybrid model offers a reassuring compromise. It minimizes disruption to existing processes and provides the flexibility needed to explore and integrate digital solutions incrementally.

At the same time, to adopt digital IDs into the current IDV (Identity Verification) process, a business must undertake several steps. First, it should assess the compatibility of its existing infrastructure with digital ID technologies, ensuring it can seamlessly integrate the new system. This involves upgrading or adapting current software and hardware to support digital ID functionalities. Next, the business must select a reliable digital ID provider, prioritizing those with strong security measures and compliance with regulatory standards. Implementing digital IDs requires employee training to effectively manage and operate the new system. Additionally, the business should develop a clear strategy for data privacy and protection, addressing potential cyber threats and ensuring compliance with data protection laws. Finally, a thorough testing phase is essential to identify and resolve any issues before fully deploying the digital ID system, ensuring a smooth transition and maintaining the integrity of the IDV process.

Standard issue

The development and adoption of Digital ID systems will require collaborative innovation from authorities, businesses and stakeholders in the IDV market. Key players like the International Civil Aviation Organization (ICAO) and the International Organization for Standardization (ISO) are working to establish frameworks for Digital ID adoption. Their efforts foster interoperability, security and privacy across different systems. However, creating comprehensive standards is a meticulous, time-consuming process.

However, even if all standards are prepared and fully verified, the next stage involves implementing software according to these standards. This is not just a single module but a comprehensive suite of systems for each vendor, and there will be many vendors. Each vendor may interpret the standards differently, leading to inevitable compatibility issues.

This brings us to the necessity of having process standards as well as testing and certification standards. However, even if vendors pass certification, questions about the completeness and reliability of the software will remain, especially when used by end-users. For example, an SDK might be fully functional, but during integration, developers might cut corners and not utilize all necessary components.

Who will handle the certification? Laboratories will be needed to prepare testing software, and these labs will charge significant fees for conducting time-consuming tests. Not all vendors will be eager to invest in certification. Given that each country might have multiple vendors, the scale of the problem is immense.

Currently, passports function without any online infrastructure, but digital IDs will need online services capable of handling massive volumes of requests, potentially from around the world. Imagine 300 million simultaneous requests in the USA alone. This feels like the scale of Facebook, Instagram or Google, with dedicated data centers and more. The cost could be astronomical. Poorer countries might decide they don’t need such systems or opt for minimal implementations.

As a result, we will have many document variants: not only paper documents, paper documents with chips, and digital IDs but also many different types of digital IDs.

Related: U.S. State Will Now Accept Digital Driver’s License on iPhone

A marathon, not a sprint

The journey to widespread Digital ID adoption is indeed a marathon. Even after the development of comprehensive standards, global adoption will take time. The initial issuance of Digital IDs will still require physical passports or ID cards, underscoring the ongoing relevance of traditional identification methods. Moreover, the implementation costs and the need for robust infrastructure further slow the transition.

For business owners and managers, introducing Digital ID is best viewed as a gradual evolution. After all, in this long road to digital transformation, patience and pragmatism will be your greatest allies.

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Save with FolderFort: a Lifetime Google Drive Alternative for Only $69.99

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Save with FolderFort: a Lifetime Google Drive Alternative for Only $69.99

Disclosure: Our goal is to feature products and services that we think you’ll find interesting and useful. If you purchase them, Entrepreneur may get a small share of the revenue from the sale from our commerce partners.

Managing business data effectively is one key to any entrepreneur’s success. While old standby cloud storage services like Google Drive are easy to fall back on, there are others that may work better with your budget.

The FolderFort Cloud Storage Pro Plan offers lifetime access to 1TB of storage for just $69.99. For many businesses, this could be a more cost-effective alternative to Google Drive’s recurring fees.

Unlike other cloud storage services that require monthly or yearly subscriptions, FolderFort offers a lifetime plan at a single payment of $69.99. This means no more worrying about ongoing costs—just reliable, long-term storage for all your business needs.

This one-time payment provides a secure, centralized location for storing and sharing important files, making it ideal for smaller to medium-sized businesses. However, as your business grows, so do your storage needs. FolderFort offers scalable storage solutions, allowing you to upgrade as needed without experiencing any downtime.

Protect your business’s sensitive information with FolderFort’s advanced security features. The Pro Plan helps keep your data safe from unauthorized access, providing peace of mind as you store documents, financial records, and sensitive client information. FolderFort’s Pro Plan also supports unlimited users and workspaces, making it perfect for growing businesses.

You and your team will be able to collaborate from any device, anytime. You can make quick links to share your files and folders easily or restrict users and make public links if you choose.

With FileFort’s 99.9 percent uptime guarantee and a user-friendly, intuitive interface, it’s a scalable storage solution worth considering for any business.

Take control of your business data today and experience the convenience and security of FolderFort for life for just $69.99 (reg. $119) when you order through September 3 at 11:59 p.m. PT.

StackSocial prices subject to change.

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