Imagine having your very own personal assistant that suggests which websites and products will be perfect for you. That is what Artificial Intelligence (AI) attempts to achieve. It wants to feed you the right links and advertisements by taking your interests and activities into account and use this information to make your advertising more relevant to you. They do this by serving you advertisements relating to a product you recently searched for, or from a website you recently visited.
AI- ‘The extension of the brain’
AI is an area of computer science that involves the creation of machines with human intelligence, this means they work and react like humans. This includes learning information, reasoning, which is using rules to reach conclusions, and self-correction, which is where they figure out their mistakes.
Some examples of AI in digital marketing are recommendations, content curation, dynamic pricing, ad targeting, computer vision and many others. These terms basically mean that the computer system completes tasks that humans find simple; they do this for humans so that we can maximise our time and focus it on more important things.
Recent statistics from Techgrabyte explain why more and more companies are using digital marketing to promote themselves. They state that, “[AI] is the biggest commercial opportunity for companies, industries, and nations over the next few decades and will increase global GDP by up to 14 [per cent] between 2019 and 2030.”
A current trend in AI is ‘Chat Bots’, which use instant messaging to chat with people in real-time. An example of this is National Geographic’s promotion of their new series about Albert Einstein, ‘Genius’. You can chat and crack jokes with the famous physicist on Facebook messenger and whilst being amused, you will also be fed information about physics and the upcoming release of his new show. This is an inventive way to engage audiences and get them interested in the show, by appealing to their interests and building upon them to make them more interested to see the show.
Another case of AI being used in digital marketing is the use of speech recognition. This is where a computer is capable of understanding and responding to human speech, similar to Apple’s personal assistant, ‘Siri’. A large marketing scheme which shows this technology is Snapchat and Warner Brothers during their promotion of ‘Shazam’. Snapchat announced they would release a filter that would be ‘speech activated’, meaning users could trigger augmentations with their own voice. Snapchat is an industry-leading example of AI marketing strategies. The company earned over $281 million in 2017 from just ad revenue, which is an increase of 74% from the previous year according to Forbes. Therefore, a fitting match for anyone who wants to promote on a major scale.
One of the most beneficial features of AI in digital marketing is data analysis. Nowadays, instead of taking a stab in the dark and guessing your audience, AI can easily use statistical analysis to accurately reach a target audience. Targeting and personalisation company DemandBase found that it could use AI to filter out companies from its list of prospects that would ultimately lose the company money in the long run.
Overall, AI will make the world of marketing easier for by saving precious time and money and will make the job more comfortable and simplified for members of the marketing industry. Furthermore, as the technology evolves, the techniques that are used evolve alongside it, which will mean that AI will become even more useful as time goes on.