Artificial Intelligence is Changing the Game for Marketing

You can’t deny it – AI is everywhere nowadays. AI, or Artificial Intelligence, is the theory and development of computer systems able to perform tasks that normally require human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages. The competition is fierce in a wide variety of industries including home-life. Amazon’s Alexa and Echo have already changed the way homeowners use the internet and communicate with friends. The presence of AI is an integral part of today’s society, which is why incorporating it in your marketing strategy is something you should consider. Here are a few examples of how AI can be used for different marketing efforts.

 

Mobile Apps Using A.I. for Fitness  

The successful sports apparel company, Under Armor, teamed up with IBM to produce the UA Record app in 2016. The app is powered by IBM Watson, an artificial intelligence program with cognitive computing technology, in order to track and analyze a person’s workouts, nutrition and sleeping habits. According to IBM’s press release, the Record app, “will serve as a personal health consultant, fitness trainer and assistant by providing athletes with timely, evidence-based coaching around your sleep, fitness, activity and nutrition, including outcomes achieved based on others “like you.”

 

Mobile Apps Increasing A.I. for Customer Service

Sephora, Victoria Secret, CNN, and Target are just a few examples of brands that have implemented the Kik messaging app and its chatboxes into their marketing strategies. The chatboxes are customized for each brand, and are intended to increase engagement and amount of time spent on the company’s website or mobile app. It is a great customer service tool because as soon as someone logs on, the AI chatbox will appear ready to answer any questions or offer helpful advice. Sephora’s Kik bot includes a survey and various make up tips, which allows the company to gather and analyze data about each individual customer. Studying the individuals’ likes and dislikes within your target market will help you better understand the market as a whole, thus increasing your ROI.

 

A.I. Improving Results for Search Engines

Google’s most popular A.I. system, RankBrain, is a machine-learning program that was first announced in 2015 by Bloomberg. Google uses it to interpret language and queries using natural language processing to produce the most relevant search results. It is part of the search engine’s algorithm that filters through millions of different pages before providing the user with the most suitable results. Google has been able to refine millions of additional queries with the help of RankBrain and improve SEO for many brands.

 

Social Media: Not Always Full-Proof

Not all artificial intelligence strategies are a success. One of the most well-known AI fails of all time is the Twitter chatbox, Microsoft Tay. Tay was created as a machine learning experiment for millennial users to interact with on Twitter. It would learn from the language of those chatting with it, so it quickly began to pick up common words and phrases used by young adults. Unfortunately, Microsoft did not foresee the consequences of a robot being taught by 18-24 year olds. Racism, sexism, profanity, and all kinds of inappropriate tweets began to surface within 24 hours of the chatbox being released. Here are a couple of the tweets that forced Microsoft to shut down the program:

 

The Future of A.I.  

Artificial intelligence is not a perfect science, but it is certainly a monumental asset when it comes to developing marketing strategies. All of the industry leading companies such as Google, Apple and Microsoft are frantically trying to meet the current demand for A.I. technology, but there are obstacles. According to an article in The New York Times, the biggest setback is finding enough talented people who are equipped to handle such complex, technical research. A.I will continue to be a flourishing industry not just for businesses, but in all aspects of life for the foreseeable future, which is why the shortage of talent will hopefully start to decrease.