The World of Autonomy
Marketers are beginning to realize AI’s potential as a tool for improving the effectiveness of campaigns, but understanding of its capacity remains fairly limited.
The powerful urge to streamline our existence has spawned a host of consumer-level AI applications that promise to do nearly everything. AI-driven tools like image and voice recognition on smartphones, algorithm-based viewing suggestions for Netflix, and Google’s real language analysis in search, are now integral to everyday life. And with tech giants Amazon, Google, Facebook, IBM, and Microsoft joining forces to create the ‘Partnership on Artificial Intelligence’ — a body that will research and set best practices for AI — it’s clear smart tools are destined to be even bigger business.
With an ever impending need for the cutting edge marketer, be it via Social or otherwise – AI takes the guesswork out of marketing. Machine learning takes primacy over human analysis. With AI, marketers will be able to understand consumers on an intricate level. Artificial intelligence tailors the entire experience to the recipient to ensure every ad is relevant. We are already seeing this change, as disruption-advertising techniques are replaced by a more targeted, data-driven approach.
As AI technology advances and progresses it will evolve beyond selecting the right message and design (crafted by humans) to deliver to the right person, over the right channel, at the most opportune time, to actually having a two-way conversation in real-time. AI won’t just personalise content, it will allow consumers to provide instant feedback, ask questions about products and take advantage of special offers through interaction with the AI. Artificial intelligence technology has already progressed to the point where it can tailor customer interactions through increasingly sophisticated language processors and visual perception tools. Selling through Facebook Messenger is just the beginning.
A CMO will not have to manually adjust a campaign to suit a trend progression anymore. AI’s ability to adapt to changes in real-time means the implementation of marketing campaigns will require less human interaction.
AI is another word for future proofing. Whether it’s capitalizing on the rise of voice search and ensuring you think in a conversational manner and create captivating Q&A content or surfacing the most valuable conversations to respond or engage with.
Embracing the increase and development of AI is crucial to future marketing efforts. Despite all the scare stories, AI is a human creation that can be harnessed in a multitude of ways. AI can enrich our lives in a multitude of ways. By leaving the most mundane, time-consuming and logic-driven tasks to AI, we free ourselves up to think more creatively, to focus our efforts on more subjective matters and, if we’re lucky, come up with the world’s next big eye-opener.