More than half of businesses are using AI to improve their operations as of 2024 (Forbes Advisor). When you offer AI integration services, you make it possible for your clients to do the same.

While AI is firmly embedded in digital marketing, not every client will immediately be on board with its use—or understand how to integrate AI services into their existing systems and efforts. This guide provides agencies with some tips for selling AI integrations to clients and using those integrations to better serve clients. 

What are AI integration services?

AI integration services are specialized products and services that help clients integrate artificial intelligence, automation, and machine learning into existing processes. Examples of integrations that work across a variety of industries include AI-powered chatbots, analytic systems, and automated workflows.

AI marketing integration tools, including AI for social media campaigns, can be especially helpful to any client that engages in digital marketing. That includes physical and digital retail organizations, service providers, local businesses, and those in sectors such as healthcare, legal, entertainment, or hospitality.

Benefits of AI integration services

The benefits of artificial intelligence integration services depend on where and how these technologies are used. However, some common benefits experienced by businesses that integrate AI into their processes include:

• Increased efficiency and productivity. Automated workflows and other AI technology allow businesses of all types to get more done without scaling staff. AI can also support human operators and creators, allowing each person to do more because they are attuned to human-necessary tasks after allocating tedious and repetitive tasks to machines. 
• Improved decision-making through data analysis. A powerhouse use of AI for digital marketing is in analytics. AI can gather, consider, and process substantially more data than people-powered systems, ensuring you have real-time access to important insights. 
• Enhanced customer experience. From chatbots to social media AI tools, technology can enhance lead nurturing and customer experience by ensuring your audience has access to processes and information even when your team isn’t immediately available. 
• Cost savings and revenue growth. All of these benefits help enhance cost savings and drive sales, supporting better revenue and profit margins. 

Essential components of AI integration services

Before you can help your clients with artificial intelligence systems integration, you must understand what components are typically a part of these services. Some of the most common components are summarized below. 

Data collection and analysis

AI systems need a way to collect and analyze data. Obviously, this is true if your AI startup ideas or services rely on data analytics, as is the case with most marketing tasks. However, this is also true in other cases, because the AI itself needs to analyze data so it can make intelligent decisions about workflows, content generation, or other tasks. 

Image source: Vendasta

Machine learning algorithms

Machine learning algorithms make it possible for computers to make predictions or decisions outside of specific programming. Basically, it involves teaching a machine to recognize patterns so that it can act on those patterns in intelligent ways that go beyond “if this, then that” code instructions.

These algorithms use statistical analysis to identify relationships within data that they can apply to future scenarios. Some common use cases for this technology include spam detection, image recognition, and recommendation systems like those used by Amazon or Netflix.

Automation tools

Automation tools allow machine learning and other AI technologies to be pointed to specific tasks. This can be as simple as email routing that ensures messages with certain phrases are put at the top of a workflow list. Automation can also be much more complex and involve AI chatbots and other white label software for AI that interacts directly with clients or consumers to improve overall experiences. 

When working with clients to integrate AI services, it’s important to look at what can be automated, as this is where time and money savings are often experienced. However, it’s equally important to be realistic about what should not be automated, and your expertise on these topics can help clients feel comfortable with their choices.

Integration with existing systems

A major concern when implementing AI services is ensuring that technology integrates well with existing systems. Sometimes automations and AI replace existing workflows. But more often than not, they sit between and within otherwise human-powered workflows, and clients only experience all of the benefits mentioned above when those integrations are as seamless as possible. 

Continuous monitoring and optimization

Technology integrations require ongoing follow-up. You should monitor how well the solutions work for you or your client, identify pain points where things can be better, and work to create ongoing optimization and improvement.

A great example of this can be seen when humanizing AI-generated content. While natural language processing is pretty impressive as of 2024, machines are still not quite up to writing humanized content. Marketing teams that use AI to create content usually have to optimize it. But you can continuously feed your input and changes back into the machine to train it to get better and better at creating content you can work with.

How to sell AI integration services to clients

Being able to implement AI effectively and selling AI integration services to clients effectively are not the same thing. Once you have AI products and services to offer, follow the steps below to sell those services. 

Understanding client needs and pain points

As of early 2023, more than 20 percent of businesses in America used AI-edited or generated videos and other content for marketing (Statista). And many other businesses reported exploring AI solutions, such as AI lead generation, with plans to implement them in the future. To get your clients to take the step from exploration to implementation, you must demonstrate how AI solutions solve specific problems for them. 

Gather information about your client needs so you can speak confidential to those pain points as you market and sell AI integration services. Some way to do that include:

• Leveraging data in your CRM software, including customer emails, to find out about challenges
• Asking for feedback from your existing customers about their needs
• Conducting surveys of your target audience

Demonstrating the value of AI integration through case studies and success stories

Use real-world scenarios and previous success to show clients how AI tools can help with their specific needs. For example, you can demonstrate how other clients used AI to make money with art or present statistics about AI and growth models—such as the fact that almost 70% of business leaders believe AI will help generate new jobs (Connect Comptia).

When possible, ask your existing clients if you can showcase their success with your AI integration services via a case study. These types of stories offer social proof that can be effective in nurturing leads deep in your funnel. 

Image source: hotpot.ai

Providing personalized solutions based on client requirements

Avoid offering a one-size-fits-all solution and trying to force it as a blanket over every client’s needs. Use white labeling, SaaS options, and AI to build customized solutions that specifically address each client’s needs and requirements. 

A specific consideration is how much AI a client actually needs. Not all your clients will be ready to implement full-scale automation—culture, customer expectations, existing technology, and existing skills all play a role in how much AI and automation a business can support. Look for ways to meet your clients where they are with technology, introducing them to AI integrations in whatever capacity they are ready for and supporting them as they grow with these solutions. 

Offering training and support for seamless implementation

Have a plan for supporting your client with implementation, whether they’re starting an agency without experience with help from AI or are pros at using tech tools. Knowledge management portals, in-person or online support, and vendor help with integration are all key selling points for these types of services, so ensure you communicate these options during the marketing and sales phases. 

Embrace AI technology for future growth

AI integration services are critical in digital marketing today, and that’s not going to change. Whether your client base is made up of tech-savvy startups or old-school healthcare or field service companies, automation and AI has something to offer. Embracing AI now allows agencies and their clients to remain competitive in the future while enjoying benefits such as increased productivity and revenue.

Marketing agencies of all types and sizes should invest in AI tools and knowledge for their own business benefits and so they have expertise and service options to offer clients. Doing so can help you position your company for continued growth in an ever-changing market.