Marketers are usually the ones responsible for creating the buzzwords that follow us everywhere we go; that is, until artificial intelligence (AI) turned the tables and made the whole marketing industry buzz with excitement. But will AI make life easier for marketers or will it, in the end, replace them? We believe that AI will not replace marketers but enhance their knowledge and experience. AI will help unlock deeper customer insights, communicate with prospects and customers more effectively and eliminate the more monotonous, impersonal aspects of our jobs. Artificial intelligence is a broad term and within marketing involves several capabilities.
This article and expertise was originally published in Business2Community. Artificial Intelligence (AI) continues to make its way into the world, influencing popular culture (think Steven Spielberg's "A.I.", or Disney's "Big Hero 6") and becoming a disruptor is a variety of industries. From customer service chatbots to extremely sophisticated autopilot driving machines, artificial intelligence is undoubtedly making an impact on everything around us. And marketers have the opportunity to make AI work for them. To understand how AI impacts our marketing world, we need to know the language of AI and have a basic understanding of how it works.
Artificial intelligence (AI) is surging in ad/mar tech land. Or resurging, depending on how good your memory is. IBM continues to push Watson, and, in the run-up to their respective conferences, Salesforce and Oracle talked up their own AI initiatives. Also, Google, Facebook, IBM, Microsoft and Amazon banded together to create best practices around AI technologies. And startups like Adgorithms, Boomtrain, Cognitiv, Kenshoo, Lattice Engines, Rocket Fuel and numerous others continue to extol the virtues of their AI-powered applications.
AI in marketing (also referred to as artificial intelligence marketing) is a strategy of leveraging data and machine learning to deliver campaigns that help achieve a brand's goals more effectively. Most marketers utilize AI in market research, data science, and real-time campaign analysis. Although gaining prominence in recent years, various forms of artificial intelligence have existed in marketing in the past. They allow marketers to analyze more data a human mind could comprehend, responding to the audience's preferences better, and using natural language processing to understand the target market. Digital and retargeting advertising platforms use customer behavior to display relevant messages at the right time.
When you think about artificial intelligence (AI), robots, androids and other futuristic technologies may come to mind. And while some of the most successful tech companies like Facebook, Amazon and Google have built their success on industry-changing applications of artificial intelligence, the concept is still fairly new to content marketing teams. In the most basic sense "artificial intelligence" broadly refers to the processes and technologies that are created to teach machines to perform intelligent tasks. For content marketers, "intelligent tasks" typically refer to algorithms designed to process data. This goes far beyond automation, which is where the majority of marketing technology supports marketing teams today.