Artificial intelligence (AI) can be summed up into a relatively simple concept:
“the simulation of human intelligence processes by machines, especially computer systems.”
Something that would be monotonous and time consuming for humans, can now be done using complex machines.
While AI, by definition, appears straight-forward, the execution is anything but. Developing a program that replicates the human brain, unravels problems and applies reasoning is very complex and not yet perfected. However, we are quite fortunate to have solutions available that can be applied to our marketing and business challenges without the need to design and develop them. We have hand-picked five ways that AI can be integrated into your company’s marketing campaigns, to provide efficiency, accuracy, and overall better results.
1. Data Analysis
Marketing is becoming an increasingly data-driven discipline. More efficient and effective use of data is the key to improving customer experience, personalisation, and targeting (to name a few perks).
However, organizing and interpreting data at scale once it has been collected, and analysing it to determine patterns, is difficult and monotonous for human beings. Not to mention, doing this with large sets of data welcomes and is prone to human error. This is where AI comes in: one of the great strengths of AI in the workplace is its ability to take on complex organisational and analysis tasks that would be difficult or impossible for humans to carry out, freeing up humans to do the more intuitive, creative work that they are better suited to. Telius and PureStorage are two of the products we’ve found that accomplish this.
2. Get-to-know Your Consumers
With AI solutions, marketers know exactly what consumers are thinking, saying, and feeling about the brand in real time. Similarly, with the volume of social media available (and the AI to analyze it), marketers can truly understand what customers are feeling. Talented marketers are harnessing data in real-time and modifying messaging or branding for maximum effectiveness. AI can also tap into the surplus of customer data concealed in keyword searches, social profiles, and other online data, for smarter and effectively crafted ads.
3. Image Recognition & Visual Search
Advances in AI image recognition and analysis are now facilitating the ability to achieve incredible things with visual search. Simply put, this is the act of using search to find results that are visually similar to one another, in the same way that text-based search finds results of a similar topic. This technology is becoming more routine due to platforms like Pinterest, and technology like Google Lens.
Visual search has numerous applications for marketing, especially in retail. For example, it can be used to personalize the shopping experience or improve merchandizing. Instead of recommending products based on a shopper’s previous purchases or behaviour, visual search technology recommends relevant products based on how they look, helping shoppers find items of a matching style.
Chatbots allow businesses to have conversations and answer customer questions 24/7, even when their office is closed. The opportunities are endless with this technology, and frankly, the uses available today are somewhat limited and have not been utilized to their full extent. Some of our picks for the more advanced chatbot products available today are Drift and ZenDesk.
5. Ad Bidding
We all know (and expect) Google to lead the way in AI development, testing and integration. Of course, they do this alongside their other Silicon Valley side-kicks including Facebook, Amazon, Microsoft and Apple. That being said, if you are executing a paid ad campaign with Google Ads, you are likely using its AI technology. Called Smart Bidding, the platform will test, monitor and adjust your Google Ads bid strategy with the intent of improving the quality and return on investment (ROI) of your ad campaign. In our experience, this is still new, and is taking time to learn, but once the campaigns run for a period of time, they gain intelligence and improve structure quickly. A very powerful technology, and one that we believe will only grow abundantly in the future.
In summary, there are numerous ways that you can integrate AI into your marketing and business decisions. This is not an all-inclusive list, and we could go on and on with new AI technologies and applications that are out there, and many still in development. The uptake of some of these uses is essential for business success – if your competitors are becoming more efficient and profitable with the use of AI, then we believe keeping up with these trends is crucial to your own business success.