
AI is everywhere in marketing these days, and it’s not just hype—it’s helping us get stuff done. Whether it’s predictive analytics showing you where to focus your energy, chatbots handling repetitive customer support questions, or tools that help personalise content, AI is making life a lot easier for marketers. But what about Partner Marketing specifically?
When it comes to working with partners, AI is a bit like having an extra team member (without the additional meeting requests). It helps you connect better, personalise your messaging, and save a ton of time on the repetitive(and possibly nonproductive) bits. Let’s look a bit closer at just a few ways AI can help change the way we approach partner marketing (I'm sure there will be more)—and why it’s perfect for Sales Teams, Channel Managers, and Partner Marketers looking to get ahead.
Find the Right Partners Faster with Predictive Analytics
Not all leads are worth your time—that’s where AI can step in. Predictive analytics uses fancy algorithms (won’t bore you with the details) to analyse data and tell you which potential partners are worth chasing or increasing engagement with
Instead of sifting through spreadsheets or relying on gut feelings, you’ll know where to focus. According to McKinsey, businesses using AI-driven analytics can see a 15% boost in productivity. More time for building solid partnerships, less time for guesswork.
Customised Partner Training
AI makes onboarding new partners a breeze. Instead of a one-size-fits-all approach, it creates training programs tailored to each partner’s experience and industry. It ensures every partner gets the exact resources and insights they need to hit the ground running, keeping them informed and empowered.
Personalised Messaging That Actually Converts
Ever sent out a mass email and wondered why no one responded? AI can fix that. By analysing what partners are engaging with—whether it’s emails, articles, or your website—AI tools can suggest what to send next, stop doing entirely, or even help create content that feels like it was made just for them.
Businesses using AI for personalisation have seen satisfaction rates climb by 20%, according to Adobe’s Digital Trends report. Happy partners stick around, and that’s a win for everyone.
Teaming Up for Marketing Campaigns
AI can help take the hassle out of running co-branded campaigns by automating audience targeting, content creation, and performance tracking. This ensures campaigns are more precise, relevant, and effective, helping partners reach shared goals with less effort.
Automate the Boring Stuff
Scheduling emails? Chasing up reports in Salesforce? Yawn. AI can take care of those admin-heavy tasks for you. Tools in some CRM systems can use AI to automate everything from lead tracking to social media posting, so you can focus on what really matters: building genuine relationships.
Plus, Gartner reckons automation can cut the manual workload by up to 30%. That’s more time back in your day for creative ideas (or, let’s be honest, your third coffee).
AI is revolutionising supply chain management across industries, enhancing efficiency and innovation. Here are a few standout examples:
Coles' AI-Driven Fulfillment Center: In Sydney, Coles launched an advanced customer fulfillment centre powered by AI and robotics. This facility processes over 10,000 orders daily, significantly enhancing order accuracy and efficiency in online grocery delivery.
IBM and Chainyard – Trust Your Supplier: In a B2B context, IBM partnered with Chainyard to develop an AI-driven blockchain platform called "Trust Your Supplier." This tool verifies supplier credentials, certifications, and compliance, streamlining onboarding and reducing risks for businesses like Lenovo and AB InBev.
Shein's Rapid Trend Response: Fast fashion retailer Shein uses AI to quickly adjust its supply chain based on consumer demand. By predicting trends and analysing preferences, AI reduces inventory waste and operational costs, though it raises ethical and environmental questions.
Why Aussie Businesses Should Care
In Australia, spending on AI and other tech is set to hit A$146.85 billion by the end of 2025. That’s huge! With so many businesses leaning into AI, there’s never been a better time to use these tools to improve your partner marketing game.
Are you already using AI in your marketing? Let us know—we’d love to hear what’s working (and what’s not).