Artificial Intelligence (A.I.) is spreading – from powering personal assistants like Siri, to Google AI learning how to play video games in mere hours, it’ll soon be everywhere…. Everywhere…
Okay, sorry that sounded a little ominous – but with each passing year, A.I. is becoming a bigger part of our daily lives. This doesn’t necessarily mean we’ll all soon be rolling out the welcome mat for our robot overlords, at least not just yet, but it does mean that the world of digital marketing is being significantly impacted and transformed by this A.I. revolution.
So, here’s 3 key ways the digital marketing industry is changing thanks to Artificial Intelligence…
Presenting Personalised Content & Experiences
Already many news outlets and businesses are utilising A.I. programs, such as Wordsmith, to generate more personalised content. Essentially the A.I. programme is able to gather and report on user data. Then direct users to articles, ads, or videos etc that are more relevant to them, based on their history. It will work in a similar way to how streaming services, like Netflix, suggest movies and series for you, based on what you’ve watched previously.
Data like your buying behaviour, general interests and searches can be collected and used to create customised content campaigns, which feel as though they’re completely tailored to you as an individual.
Speaking of more personalised content and experiences, chatbots are also a great example of this. Chatbots basically interact with you based on any data they receive, and with the technology ever evolving, we’ll perhaps soon see a much more advanced communication system, incorporating both voice and touch. Imagine feeling as though you’re talking to a real person with consciousness, who’s helping you to navigate your way to the product or service you need.
A.I. will one day be able to spot behavioral patterns in users much faster and with far more accuracy than we ever could. And in the near future, A.I. systems could oversee huge campaign decisions and possibly create their own outreach strategies to better connect with new and existing customers.
Improving Image Recognition to Increase ROI
Image is everything on social media, let’s face it we are all inundated with selfies on daily basis, whether we like it or not. With the world’s population sharing billions of snaps every day, there’s no reason why this can’t be leveraged using A.I. technology. In fact, it already is.
Take Amazon Rekognition, the latest A.I. enabled software from the online retail giant, which is able to recognise individual human faces, emotions, and identify different objects. Image recognition has always been limited to identifying an isolated object but when A.I. gets involved, it will now be possible to get an extremely detailed description of an image.
This type of enhanced, AI-enabled image recognition technology could be utilised by numerous sectors, to better understand consumer patterns and needs. It could enhance customer security, speed up payment processes, and even allow brands to build a greater understanding of their buyer demographics. For example, a food company could analyse a large collection of photos on social media, to study where their products are being consumed – helping them to better align any marketing strategies to extract maximum ROI.
Gathering And Integrating Multiple Insights
These days, effectively implementing integrated digital marketing campaigns, across multiple content channels is essential for success in the industry. Marketers need to always understand what content channels are performing well, and then be able to build, and optimise strong cross-channel strategies.
As mentioned, A.I. technology will be ideal for gathering and integrating different datasets from multiple platforms, such as social media, apps, websites, and more. And the more advanced the technology is becoming, the better it will be at targeting consumers, with things like customised ads.
A.I. will be able to bring together and analyse datasets in much more complex ways than ever before, spreading this information far quicker and more effectively across various channels.