8 Examples of Artificial Intelligence in Marketing Industry
The hype around artificial intelligence is ramping up, especially as big tech companies like Amazon, Facebook, LinkedIn and Microsoft are trying to commercialise it. Artificial intelligence is now playing integral part in many industries, including marketing. Marketing agencies are also starting to figure out how to use AI in order to their clients’ marketing and advertising efforts more effective. We found 10 examples to show you how artificial intelligence is changing marketing industry.
Enhanced customer experience
Although AI still has limitations, forward-thinking brands are starting to harness its power to enhance the customer experience. They can do this by creating their own virtual assistants to help customers navigate through their product range or get acquainted with new functionality. Brands could also tap into a world of virtual assistants being created by tech companies, such as Facebook, Apple, Google, Microsoft and Amazon.
Artificial intelligence is using predictive analytics. Predictive analytics allows Netflix to create great recommendations for its users. For example, Under Armour is working with IBM Watson and combines user data from its record app with third-party data and research on fitness, nutrition etc. The result is the ability for the brand to offer up relevant training and lifecycle advice based on aggregated wisdom.
Google is using RankBrain – machine learning artificial intelligence system, which allows to process search results and provide more relevant search results for marketing agencies and their clients. In a recent interview, Google commented that RankBrain is the third most important factor in the ranking algorithm along with links and content.
New product launch with AI
There is a whole range of industries launching new products with AI embedded in them, from the smart fridges of LG and Samsung to robo-investing products of the advisory markets. For instance, BMW employed its iGenius technology in an ad campaign for its first electric car9, which was used to answer customers’ questions about the new model via text. iGenius increased BMW’s capacity to handle simultaneous questions and reduced the need for BMW to invest in training dealers or customer service staff to handle queries.
Preventing data breaches
The area of security analytics has been around for years but is becoming more sophisticated. Solutions have to react quickly to new fraudster tactics and analyse unstructured data. Artificial intelligence and natural language processing techniques can be used to look at text within transactions, for example, transforming it into structured data.
AI can be used in the process of automatically generating and optimising ads. So it should be no surprise that AI is capable of generating the content to populate ads as well as other platforms for sharing content. For example Associated Press (AP) is using an automated system to produce many of its financial stories. This system produces millions of articles a week for the likes of AP, Samsung, Comcast and Yahoo, and is capable of producing 2,000 articles per second.
Smart ad targeting
Deep learning is able to handle more signal for better detection of trends in user behaviour. When it comes to a targeting of programmatic ads, machine learning helps to increase the likelihood a user will click. This might be optimising what product mix to display when retargeting, or what ad copy to use for what demographics.
Recently, there has been increasing interest in computer-aided ergonomics and its applications, such as in the fields of intelligent robots, intelligent mobiles, intelligent stores, and so on. There is a great example of creating enhanced hybrid sales-forecasting model by combining a self-organisation map neural network and radial basis function neural networks.
Advancements in Artificial intelligence’s application to a range of disciplines have led to the development of Artificial intelligence systems which have proved useful to marketers. These systems assist in areas such as market forecasting, automation of processes and decision making and increase the efficiency of tasks which would usually be performed by humans. We explained how artificial intelligent technologies assists marketers in the real world today and can help your company in future.
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