Artificial intelligence (AI) may sound scary at first. It conjures up images of robots that outpace us intellectually and eventually dominate us. But we actually come into contact with AI on a daily basis. And we are increasingly gaining an appreciation of the convenience it provides. So how can we take advantage of intelligent self-learning systems in marketing?
The facial recognition on Facebook photos, the page and contact suggestions we get from Facebook, Google ads for the exact same products we were just looking for – these online features that we use on a daily basis are not possible without artificial intelligence. AI-based technologies also perform valuable IT security tasks. Algorithms are capable of detecting the patterns of hacker attacks faster and better than the best cybercrime experts and then prepare the security systems precisely for these threats.
On the path to personal customer experience
In the world of marketing, artificial intelligence helps analyse the exponentially growing data quantities and detect patterns in order to make predictions. Machine learning helps the systems become more intelligent, because they learn from experience as we do. Targeting, which refers to specifically displaying advertising or other marketing activities to specific target groups, is only possible using artificial intelligence. AI is used here to find those users, for whom certain advertising media has been designed. The product recommendations that we are familiar with from Amazon and others are also based on this technology. To achieve this, AI analyses the behaviour of countless users in the background to find items that are highly likely to meet the needs of a consumer, who has just clicked on a certain product.
Artificial intelligence also has tremendous potential for e-commerce applications. Intelligent systems modify the landing pages, product listings, discounts, services and prices in real-time in web shops. As a result, AI creates a dynamic, empathetic, personal shopping experience.
Providing crucial impetus at just the right time
Artificial intelligence provides companies with a tool for making more targeted use of their marketing budgets. For example, they can filter their database to find customers who respond to specific activities or who are interested in specific products due to the situation they are currently in. When thought through to the end, this will enable marketers to identify those customers, who need an impetus at a specific time to make a purchase decision.
Artificial intelligence can also be used successfully in other areas of marketing like display advertising or content marketing by calculating the most successful advertising space or automatically optimizing text for search engines.
Conclusion: personalization instead of one size fits all
The described usage scenarios illustrate what is already possible today. But this only represents the beginning of a very exciting development, which ultimately allows for automatically tailoring online marketing measures to fit specific user groups based on a variety of customer data. The good news, however, is still the fact that artificial intelligence simply helps marketers optimize their measures and campaigns. Even the smartest algorithms can not (yet) replace human creativity.
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