You may have heard that Artificial Intelligence (Al) is the future of marketing. But not only in the future, are most marketers using Al every day.
Whether you are a marketer who often uses predictive algorithms to deliver positive messages or the management of a customer service using automated answering systems to answer customer questions, Artificial intelligence has become a reality in the office of the 21st century. Even the weekend, apps you use to listen to music, play games and connect with friends are also exploring the power of the machine learning to give you the separate experience.
Here are six ways marketers are using artificial intelligence today:
1. Search Engine
Currently, Google uses an Al system called RankBrain to guess the user’s intent when they type a strange phrase into the search engine. Through machine learning, RankBrain can translate words and phrases that Google has never seen to a familiar phrase that has the same meaning.
2. Programmatic Advertising
If you’ve ever run an ad campaign automatically, you’ve taken advantage of the power of computational advertising – a set of algorithms that allow marketers to deliver the right ad at the right time, based on factors such as information demographics of users, past online habits and so on.
The technology also allows the Saatchi & Saatchi LA agency for Facebook users to view individual Toyota ads suggesting they perform strange activities based on their preferences.
3. In-Image Advertising
In-image advertising relies on a machine learning technology called the nervous system, a series of intelligent algorithms that process information in the same way as the brain of the human
By putting millions of images labeled into the nervous system, the GumGum agency has trained its Al technology to recognize all types of objects, people, colors, themes, and logos. In this way, this technology can put a proper advertisement in every photo. For example, parents can see the brochure in a picture describing the school.
4. Shaping the customer
With branding, brands use large-scale data analysis to classify their customers into different groups based on their demographic information, the products they’ve purchased, offline behavior, and history of online browse. Through predictive analysis, marketers can even determine when customers experience big events – how long they may change their shopping habits.
5. Lead Nurturing
Automated sales tools use artificial intelligence to communicate with the company’s potential customers. This allows companies to collect communications, introduce product features, and ignore potential customers – artificial intelligence can do everything without the need for real sales staff.
6. Product Advertising
Online retailers offer products through collaborative filtering, an Al solution to link website visitors to other customers with similar needs. If User A and User B both purchase the same product in May, it is likely that User A will be interested in the first product purchased by User B in June.