Artificial intelligence, or AI, has been gaining traction in the mortgage industry for a variety of uses. For example, numerous mortgage lenders have started looking at ways that AI can be utilized for routine, repetitive data-driven tasks to simplify the origination process and cut down on human error. Also, many companies have begun to utilize AI chatbots to be able to answer basic questions and assist with customer service interactions.
However, the utilization of artificial intelligence for marketing efforts, especially in the mortgage industry, is still rather uncharted territory. As marketers in this space as well as other industries, begin to identify more uses for AI, that is likely to change and change rapidly. So where are marketing professionals seeing AI have the best applications in their marketing strategies and ongoing tasks, and where does a human touch still reign supreme?