AI in Marketing

Through the last weeks, we explored some notions of Big Data. 

Today, for the last article, we’ll have a look at AI in marketing. 

When we talk about AI, we can not help thinking about movies such as ‘AI’, ‘I, Robot’, or Terminator, imagining fights between robots and humans for freedom, in a very futuristic world.

But, what is AI?

According to the Lexico dictionary, Artificial Intelligence (AI), is « the theory and development of computer systems able to perform tasks normally requiring human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages. »

So, completely different, and less frightening than the common thoughts. This notion is strongly connected to machine learning, which is « a method of data analysis that automates analytical model building. It is a branch of artificial intelligence based on the idea that systems can learn from data, identify patterns and make decisions with minimal human intervention. »

And in marketing?

It is an interesting way to help marketers to segment all the data collected. It represents the use of customer data, machine learning and other concepts which allow the prediction of a person’s action or inaction. It can help marketers to better the customer journey or to boost the return on investment (ROI).

Some companies use this process in a very common way so that it has become part of our morals. This is the case for Netflix or Amazon with their suggestions based on the customers' preferences, so well, that today we've gotten to the point where Sky has developed a program able to submit programs, base on the customers' mood.

As consumers, we have the habit of other AI experiences like programmatic ad targeting on internet, chatbots, speech recognition on phones or home speakers. 

Consumers use to think that AI is reserved for the future, but the future is already here.

References:

‘Artificial Intelligence’, Lexico. Available at: https://www.lexico.com/definition/artificial_intelligence

‘Machine Learning What it is and why it matters’, sas.com. Available at: https://www.sas.com/en_us/insights/analytics/machine-learning.html

Grimes K. ‘AI Marketing: What, Why and How to use Artificial Intelligence Marketing’, mageplaza.com. Available at: https://www.mageplaza.com/blog/ai-marketing-what-why-how.html

Sentence R., 2019. ‘15 examples of artificial intelligence in marketing’, econsultancy.com. Available at: https://econsultancy.com/15-examples-of-artificial-intelligence-in-marketing/

Hall J., 2019. ‘How Artificial Intelligence Is Transforming Digital Marketing’, Forbes. Available at: https://www.forbes.com/sites/forbesagencycouncil/2019/08/21/how-artificial-intelligence-is-transforming-digital-marketing/#75e196ca21e1