Knowing exactly who a marketer’s consumers are, empowers the organization to strategically plan a more targeted and effective marketing campaign. Artificial Intelligence (AI) is the newest technology that businesses are turning to this year. AI will have an impact on the way businesses operate, from planning to creative to delivery.
Defining artificial intelligence (AI) is a little difficult, for it includes everyday technologies already in use. However, the technical definition is an area of computer science that emphasizes the creation of intelligent machines that work and react like humans. Some of the activities computers with artificial intelligence are designed for include:
Knowledge engineering is a core part of AI research. Machines can often act and react like humans only if they have abundant information relating to the world. Artificial intelligence must have access to objects, categories, properties and relations between all of them to implement knowledge engineering. Machine learning is another core part of AI. Learning without any kind of supervision requires an ability to identify patterns in streams of inputs, whereas learning with adequate supervision involves classification and numerical regressions.
There is a whole range of industries launching new products with AI embedded in them, from the smart fridges of LG and Samsung to smartphones like Siri, Cortana, and Alexa. With sufficient data, it is possible to identify patterns of behavior. To deliver this, the right volume and variety of data need to be gathered and processed. AI will help to market with predicting consumer behavior, allowing for better engagement and service. Once marketers gain a strong understanding of the consumers’ behavior, the detail in data opens the door for them to make predictions or calculations on the customer’s next behavior.
Artificial intelligence also benefits consumers as AI robots know “BustyGirl69” isn’t sending you emails you want, so those unwanted e-mails go straight into your spam folder. AI is already working to suggest a scarf that similar users bought to go with the winter gloves you just ordered. The technology knows it’s dinner time and shows you nearby restaurants in your Waze map on your way home.
With vast quantities of data being generated from all areas of business, there has never been a better time to generate insight to improve performance. Although the sheer complexity of this data is beyond human capability, AI will be on many business’s radars in the near future.