Artificial Intelligence – Nearly 53% of Marketers Plan to Adopt AI in Next Two YearsAdvantages of artificial intelligence, Applications of artificial intelligence, Artificial intelligence, Artificial intelligence future
The fourth annual state of marketing report shows that nearly 53% of marketers are planning to adopt AI in next two years. The report is a study of 3,500 marketers from countries like Brazil, Canada, France, Germany, Japan, Netherlands, Australia, New Zealand, U.S, U.K and Ireland. Artificial Intelligence is expected to grow beyond leaps and bounds in next two years. Nearly 72% of the successful top marketers have already adopted AI and it is apparently due to the use of AI in predictive lead scoring and product recommendations. Before venturing into the world of AI, let us know about AI.
What is AI?
Artificial Intelligence refers to unique software which acts with the same intelligence, intuition and decision-making capabilities like human beings. In the modern technology world, AI is used in behaviour pattern mapping, speech recognition, machine learning, image recognition and other unique tasks.
Why is AI used in marketing?
AI is finding its place in customer experience enhancements, lead generation, data analysis, search based on speech recognition and other related areas in marketing. At present, AI is so developed that instant automated answers can be given to customer queries using AI. It is also used in retaining existing customers by providing unique content for increasing customer engagement.
Because of its varied uses in digital marketing segment, AI will be adopted by a large number of marketers in next two years. Some of such applications are:
The AI tools help in increasing the conversion rates of websites. AI testing tools for testing the website provide options for testing of various page elements at the same time even with less traffic. Through this process called as the machine learning, evolving algorithms can generate optimum results. AI-based tools allow you to introduce a bunch of hypotheses into the software instead of testing one hypothesis at a time and the resulting algorithm will optimise these inputs into actionable outputs. The main aim of this technology is to provide machine-driven personalisation of websites and online funnels in a fraction of time when compared to the time taken by experts.
Natural Language Processing (NLP)
The abilities like NLP make it possible for machines or computers in grasping different human spoken languages to comprehend the inherent meaning, emotions, feelings and opinions in providing near to perfect responses and do required actions. When a machine is able to comprehend the language to such an extent, then the brands get the advantage of understanding the customers on a global level and provide personalised or customised services to them. The Swift key keyboard is an example of NLP technology and this keyboard predicts your text inputs, suggests corrections by studying your usage.
Search Engine & Filtering
Google’s AI-powered search engine Rank Brain provides you impeccable search results. Search is the main function that you do every day in today’s digital world. Rank Brain answering your queries, Facebook’s deep text, Klevu’s smart e-commerce search, neural networks, machine learning and other such instances of AI are dramatically changing the way online search works.
Google earlier used algorithms that used rule-based metrics designed by humans. The highly experienced engineers could tweak these search signals and boost them for selected few. But with the use of machine learning, engineers can no longer alter search results. The Google algorithm is not designed by humans now, it can steer itself due to the application of Artificial Intelligence.
Artificial Intelligence is finding its place in content creation tasks like small article writing, financial report writing, summaries and other related content for users. Natural Language Generation is the process by which AI is used in content creation. A bot called ‘Quakebot’ is used by LA times to create articles regarding earthquakes. Similar natural language generation tools are being used by Forbes and Associated Press in creating financial reports. These AI bots are capable of writing small sports and business articles based on simple facts. 3000 such bot-generated stories were used by Associated Press in a single quarter and it is expected to increase in the future.
Semantic Analysis is a major component of natural language processing and it allows machines in understanding the basic, logical for meanings of sentences. Douglas Adams’ Babelfish is a product of a collaboration of semantic analysis and natural language processing. Babelfish has both AI and machine learning at the core and it can translate the conversations between people in different languages to the desired language over voice in real-time. Semantic analysis is being already used in digital marketing as a part of Artificial Intelligence in sentiment analysis, spell checks, summarization, social media analysis, fact extraction and more.
Messaging & Chatbots
Messaging platforms have become a part and parcel of our lives, and we cannot imagine a life without them. Today Whatsapp messenger, Facebook messenger, Google chat messenger and other in-app messengers have found an important place in our life. But when we are conversing with a business or for any query about a product using these messengers, there should be someone to answer that. AI is fast replacing humans in such positions in the form of chatbots. Many open API’s are widely being used to develop chatbots to answer customer queries on specific requirements.
In the present-day business world, the customers or the target audience are not only categorised based on age and gender but also into small groups based on their location, interests, browsers being used, operating system and also based on the products and brands they are loyal to. Such segmentation is made possible through the use of AI and its implication in digital marketing is evident in the ways in which products and services are marketed to the individual or to a smaller group with more specific interests and goals in mind.
Hence, I want to conclude by saying that Artificial Intelligence is the need of the day in digital marketing efforts and it is here to stay in the coming years. With above-stated applications of AI in digital marketing, one can achieve positive results for any given business.
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