Today, Artificial Intelligence has taken control of everything, whether it’s about manufacturing a finished good or make some quick valid decisions, keeping the probabilities of occurrences into consideration, they control everything. Artificial Intelligence has also affected the world of digital marketing. But how exactly Artificial Intelligence is affecting the online marketing or digital marketing. Artificial Intelligence is a kind of self-learning program or a procedure. Artificial Intelligence observes the behavior of doing and adopts the same behavior, decreasing the chances of failure and many business organizations are opting to work on digital marketing strategies other than traditional ways. Let us see different scenarios, how artificial intelligence has affected the Digital Marketing world.
Artificial Intelligence uses computerized algorithms to explore solution set for a given problem. All we have to specify is the goals or expectations of the outcome and algorithms will generate its corresponding iterations and patterns. We use the concept of generative design in the world of digital marketing for cluster analysis, predictive analytics, and audience segmentation. These technologies are used to analyze data and help to have the quick insight of the audience or the customer who are in touch. This computerized “foreknowledge” helps to deliver enhanced personalisation and allocate our resources more efficiently generative design can predict customer behavior and marketing industry prepares for a massive wave of product production and launching.
Segmentation is one of the most important parts of the business today, as it helps the marketer to generalize their customer into different categories. Basically, Segmentation depends on the browser and operating system, location, interests, engagement with a brand or product and more. It helps marketers to target their customers for the specific product.
But AI has also cemented itself in this field where many business organizations use automated tools to find out their target customer. The best tools today present in the market for segmentation is “SAP Hybris: Marketing to the ‘audience of one’ “.
Chatbots and Virtual Assistants
We observed a great growth and demand for chatbots and virtual assistants in the year 2017. KLM’s Messenger chatbot, one of the most used catboats today helped many of its users to find ATMs and a shopping mall in their nearest locations. It is expected that marketers will spend around and over $250 million dollars just on conversational technologies like chatbots and virtual assistants. In the coming years, Amazon’s Amazon Echo will be more widely used the virtual assistant and it will be used in 10 million homes.
According to a research carried by Adobe research, app downloads has taken a fall of 5% in the countries like the UK, France, and Germany as apps were not powered with chatbots.
Googles RankBrain is another machine learning AI system that delivers search engine results to the user. It is also responsible for ranking the result as their appearance on the Google. Only Rankbrain developers know how it works and yet, it is a mystery to many of the professionals. Rankbrain uses hummingbird to display its result. Rankbrain is also capable of taking an unusual conversational search query and make an understandable guess result to its user.
Website Optimization has always been in the talk to spread an SEO article to the online user, in turn, getting website visitors to the website. Recently, we took care of the optimization problem manually for many websites, but the question was can website adopt it. The answer to that question came in the form of Artificial Intelligence. AI tools like GTmetrix and others were created to provide an outcoming algorithm that is capable of handling sort and optimizes actions on the inputs of the website. Yet, the perfected tools are not released as the research is in pursuit.
Content creation has always been a work that takes a lot of effort. A proper content is a must and required for the website, business organization and other products to be sold out, but AI also came in the market of content creation. Today, there are many AI-based tools that can generate a legit human readable content out of the raw conversation of two people. Gartner research shows that an estimated 20% of the business content will be created by AI-powered machines by the year 2018.
Sales Forecasting is another field where companies hire experts from the market as forecasting a sale is done keeping many factors under consideration and it might be impossible to apply every single one of them as we humans like to keep everything simple and clear instead of chaotic and complexes. Artificial Intelligence can do this keeping all the factors under consideration at the same time and merge all the possibilities at can occur. The tools that are used for sales forecasting collects an immense raw data and apply all the factors to get a well-structured data.
The programmatic ad buying process is widely dependent on the machine’s ability to make decisions. It depends on factors like location, web browser history, and web search while selecting the ad but these are generic ads. The Artificial Intelligence ads are personalized and delivered to users instantly based on his or her global profile. AI avoids users who have never interacted with specific advertisements shown to them. Yes, still a lot of things are pending with this current Artificial Intelligence technology which will be tested in the future.
Player XP is an AI technology that is currently used to take some feedback in the world of game development which helps to improve game development and take it to the next level. There are many talks about the same AI technology to be used in the business organizations also.
AI as Creative Director
A Japanese ad agency once appointed an AI robot for assisting human employees while creation of ad video. Maybe we will find them soon in movie making soon.
Looking forward to sharing more updates on the impact of artificial intelligence in the area of marketing.