We live in a marvellous age of technological wonders with gadgets that would have seemed like something that’s ripped out from the pages of a sci-fi novel a mere 10 years ago is a living reality in 2019.
For instance, a tiny plastic box in your pocket can wirelessly connect you to almost the entirety of the knowledge humanity has gathered throughout its entire history. You check your Facebook feed from a laptop that has more calculative power than the machines launching rockets into space a mere couple of decades ago.
AI has a wide scope across industries and departments and is already beating some of the top players in their own game.
Speaking of which, if we only have so much time before the machines (that have proved themselves more capable than ever before) gain sentience to rule humankind with an iron fist Matrix-style, we might as well put it to good use.
Ok, now that we are through with the obligatory machine uprising joke for an AI-themed article, let’s talk business.
AI has officially proven itself as one of the most effective marketing technologies known, and here’s why.
Machines know more than you think
Artificial Intelligence is one of the most potent means of acquiring and analysing human behaviour based on one’s digital trail and web browsing patterns. According to a recent study by the PNAS, an algorithm can predict your actions better than your spouse based on a mere 300 of your Facebook likes.
Now imagine a power like that put to good use – targeted advertising where you optimize your ROI by only displaying the ads to an audience you know will click on them.
Simon Sinek has shared a peculiar idea during one of his Ted Talks that’s brilliant in its simplicity. Simon believes that people won’t care about what you do. But they will care about why you do it.
Understanding why people click on certain buttons, offers, and visuals based on sophisticated data analysis open new doorways into the world of marketing.
And, if nothing else, it is much more efficient than poking your finger into the sky in hopes of discovering a pattern.
An endless pool of content
There’s no denying that content is king. That said, it owes the lion’s share of its success to a single simple fact: there’s not enough to meet the demand.
Yes, there are millions of content creators all over the world, but even their colossal numbers fade in comparison to the billions of people logging online to catch up and enjoy something new and original.
AI is simply better equipped to produce and generate larger volumes of content than a person could ever dream of creating. Forbes, Reuters, BBC, New York Times, and The Associated Press have already figured the math and are using AI apps like Wordsmith and Quill to populate their websites and meet the ever-increasing demand.
Speaking of content, what would happen if we were to combine the algorithm that’s creating content with the algorithms that analyse and predict behaviour?
That’s right, we’d have the perfect tool to both create a piece and show it to the audience that’s more likely to engage with it. Major social media players like Facebook and YouTube are already using similar technology in their algorithms – they only show you the stuff they believe you’ll enjoy.
The more time you spend browsing through the stuff you like, the more ads you’ll see and the more behavioural data you’ll feed them with. The more ads you see, and the better they can adjust their algorithm, the more money they’ll make. As such, it’s a win-win for both parties.
SEO or Search Engine Optimization is the field of digital marketing that uses the queries people type into Google as keywords.
That said, SEO, while simple, in theory, is incredibly hard to pull off correctly as people often use different words to look for the same thing. Now that voice search has been added into the equation, SEO has become painstakingly difficult.
Think about it. Nearly 70% of the searches received by the Google Assistant were in plain, conversational language.
“Siri, where can I get the best deal on Nike shoes” is not the same as “buy Nike shoes cheap NY”, right?
Not to RankBrain, Google’s new machine-learning algorithm. It is completely capable of understanding natural language and matching it with the not so casually worded search results.
Sky’s the limit!
AI and Machine Learning are advancing quickly. Everything they’ve already brought to our humble marketing table is a mere tip of the iceberg when it comes to its true capability.
Any predictions on what AI has in stock for the coming years?