By Mark Miller
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The promise and potential of artificial intelligence is transforming nearly every aspect of business, from product development to logistics to analytics and beyond. Marketing hasn’t escaped the influence of this new technology, and stands to gain much from what A.I. brings to the table.
As a digital marketing headhunter, we’ve seen that businesses that adapt A.I. into their marketing early and wisely have the opportunity to serve their customers with a better experience and get an edge over their competition. Organizations that ignore it don’t risk falling behind–the A.I. wave is coming whether you’re ready or not.
Artificial Intelligence is a broad quickly-evolving and field; how can you get ahead of the curve?
First, you need to get an idea of what it’s capable of and consider what that means for your marketing. Second, you need to have the right talent in place—human intelligence–to effectively integrate A.I. at the right place at the right time.
Marketing Applications of A.I. Today
A.I. isn’t just a tool of the future; it’s already here, making an impact in the departments of innovative brands and pioneering agencies.
That means that if you’re not thinking about incorporating it yourself, you’re probably already falling behind. The good news is that you can learn from the example of others and use their success as inspiration for your own growth. Here are just a few of the ways A.I. is impacting the realm of marketing:
Taking Over Search Engines
Last year, Google confirmed that its search A.I. RankBrain was taking the helm in determining relevance in search queries on its popular engine. Since then it has expanded A.I. to influence image searches and even job searches. This has had an enormous impact on SEO best practices, as businesses now must please a constantly-learning A.I. rather than game the search algorithms, and requires cutting-edge SEO staffing in order to stay ahead.
Content Generation and Curation
Content marketing has become a core pillar of most successful marketing strategies. But many organizations are limited by the amount of content they can make, or are unable to customize and personalize it properly for their various audience demands.
A.I. Is already helping supplement content production. It might not be ready to come up with brilliant ideas or craft irresistible masterpieces (yet), but it can write convincing articles. For instance, the Associated Press and Forbes have both experimented with publishing AI-generated content.
Once consumers have shown a preference for certain kinds of content, it becomes possible to curate additional sources for them to enjoy. Amazon and Netflix use A.I.-driven engines to recommend related books and TV shows, for instance. As A.I. finds its way into advertising, expect your advertising staffing to be working on programmatic strategies that curate ads and messaging to users.
The Rise of the Chat Bot
Source:: Business 2 Community