As technology increases, so do the tools that we as marketers have at our disposal. One of the more recent developments, artificial intelligence (AI), is no exception. While most just hear AI and think of self-driving cars or sentient robots, this is an area of science that we can use to help us be more effective as marketers. AI is the method of using machine learning to mimic human intelligence, patterns and tendencies. Computers use algorithms and historical data to determine how to respond to certain actions.
Although the future effects of machine learning for digital marketers are not yet fully foreseeable, they are already having an impact on the digital marketing landscape. Machine Learning Tools are able to analyze extremely large amounts of data and provide understandable analysis or results that marketing teams can use to their advantage. Companies that already use ML tools have more time to focus on other areas and use the knowledge gained to their advantage. The way ML is used in digital marketing practices helps to broaden the understanding of their target consumers and to foster and enhance the interaction with them. In 2017, IDC Future Scapes estimated that 75% of the development teams used some types of AI features in at least one service or application.
Artificial intelligence (AI) has come a long way since Alan Turing first posed the question, "Can machines think?" in 1950. Computers have since defeated a Russian chess grandmaster at his own game, won at Jeopardy, written a sci-fi screenplay from scratch, and can successfully prompt suggestions every time you make a search engine query. Machine learning algorithms are enabling marketers to make sense of overwhelming amounts of data and deliver better customer experiences. And to generate content in record time. The power of artificial intelligence is changing the content marketing landscape for the better.
If this sounded a bit dramatic, great. It's supposed to be to get your marketing team on its toes and prepared to embrace AI-powered marketing tools. Artificially intelligent systems constantly work on the background of popular products and services such as Netflix, Amazon, and, naturally, Google. In the past few years, though, AI has paved its way deeper into marketing, helping brands to enhance every step of the customer journey. Moreover, tools previously available to enterprise level companies have become affordable and accessible to medium- and small-sized businesses.
The marketing industry has always relied on data. But the difference in data we have today is the sheer magnitude of it. The fact that most big data is unstructured makes it difficult for marketers to gain actionable insights from it. Lately, marketers are learning that artificial intelligence, specifically machine learning (ML), are perfectly suited for this task. By iteratively learning from data, machine learning algorithms allow computer programs to find hidden insights by detecting patterns in data without being programmed on where to look.