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Artificial Intelligence as applied to marketing goes by many names: machine learning or machine intelligence, cognitive computing, augmented intelligence, and more. Due to the massive accumulation of data now available to companies (“Big Data”), Artificial Intelligence (AI) is an important means to obtain and sort this information so that it becomes meaningful and relevant to your company. Some core uses of AI involve predicting markets and behavior, which enables customer service to prioritize resources and personalize sales tactics. AI is also often used to relieve employees of time-consuming tasks.
Marketers are unable to tackle the enormous task of interpreting the massive amounts of data now available, and to implement it; AI is the means to solve this problem. The first step is integrating AI into your marketing approach, which can require employee training. AI can gather data from many differing sources and turn that data into a useable tool. “Deep learning” is churning through great amounts of data and finding patterns in it. These patterns reveal things such as ideas, opinions, recommendations and imagery. AI can emulate human thought processes – how people make decisions – which can be applied to your marketing strategy.
Artificial Intelligence technology is becoming less expensive and more widely available. It is easier to store huge amounts of data. It gives marketers the potential to actually use data to achieve their goals. 80% of marketing leaders believe that AI will revolutionize marketing by 2020 (Demandbase).
There are several examples of companies who already use AI to achieve results and companies who have created AI platforms that others can use for the same purpose. IBM’s Watson is used by Under Armour for their app My Fitness Pal. Watson runs the data, finding nutritional and behavioral data, research, and sleep and activity patterns to offer advice on nutrition, health and fitness. Intel’s Saffron recreates random brain patterns. Palantir technologies offers pattern and image recognition and natural language processing (NLP), which makes the interpretation of searches clearer. Google uses RankBrain to understand what people search for on the net, also using NLP. Adobe’s SmartTag automates the repetitive task of generating metadata.
Incorporating Artificial Intelligence into your business and marketing strategy is a part of the way marketing is done in today’s world. Its value lies in finding the appropriate marketing technology to suit your company’s goals.
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