A BRIEF LOOK AT AI: ARTIFICIAL INTELLIGENCE IN MARKETING
Star Trek. The Terminator. Star Wars. Robocop. Bicentennial Man.
Some of these movies existed before or during the MS-DOS era of technology, but they painted a far more realistic outlook than George Lucas and the other writers probably expected. Autonomous cars, spam email filters, and Google’s immaculate ability to tell you how long it will take to arrive home at the most opportune time are only the beginning of all of the innovative ways we can utilize Artificial Intelligence.
As marketers, the fun is just getting started as AI equips us with enhanced capabilities to connect with our customers as media continues to become fragmented. The game has advanced, and it is time to level up or get left behind. (And no one wants to be like the “SEO expert” who still loads their site’s meta keywords with a million barely relevant keywords…just saying.) Digital surveys, social media interactions, and website feedback forms provide valuable data that allow companies to elevate their strategies. For years, we have been celebrating the ability to target based on interests, demographics, behaviors, and devices, but AI offers exciting opportunities for machines to parse the data and provide remarkable information regarding customer habits, market shifts, and new insights. AI applications have already penetrated various industries because of their ability to go beyond words to a deeper level of analyzing intentions and sentiments. For example, financial institutions are using AI to handle basic inquiries and analyze customers’ financial history and habits to offer the right products to the right people.
As technology advances to provide increasingly valuable data, the role Artificial Intelligence plays in marketing will continue to grow. New technologies and applications utilizing AI will help us by…
- Providing custom insights and defining audience segments that stretch further than interests and demographics, allowing us to have a deeper understanding of our target audience and its media consumption.
- Detecting changes in a brand’s image, allowing us to proactively build on momentum or alter the conversation, if needed.
- Enhancing customer experience and brand perception through personalization by providing the best message at the most favorable time.