What If? This question that is often answered in films, the outlet that lets the human brain and imagination run free so we can experience and see things that are deemed to be impossible in our current time.
What if there was life on other planets? What if there were flying cars? What if we had super powers? And, what if machines were intelligent? Bingo!
The concept of Artificial Intelligence (AI) has been around for some time and I could list a number of films which have utilised AI. One of my favourites is the Terminator (Classic Arnold), were the US government develops AI to automate its defence network. Now, as we all know this doesn’t quite go to plan (if you haven’t seen this film, have a word with yourself) as the AI takes control of military ops and seeks to terminate the human race.
On a brighter note- that didn’t happen. But back to the point, what can this teach us about AI? Well, AI is designed to think, analyse and decide an output. All of this will be influenced by human behaviour and instincts. So, let’s put this into perspective, shall we? Imagine I visit a website which has AI capabilities. The AI will be able to…
- Think who I am and capture my IP address (find out who I am, new visitor or returning)
- Analyse my data trail (Find out where I came from and what information I’ve viewed)
- Output information (specific page or direction) based upon what it knows about me
Now we’re talking. The customer journey is key and it’s important that every touchpoint your leads and customers have are correct. By this I mean personalised and tailored to them so you can nurture them in the right way- their way! The manual process of this would unthinkable but with AI its possible.
The Business Insider reported that currently 51% of marketers are using AI and an additional 27% are expected to incorporate the technology by 2019. The key driver being machine learning, deep learning, and natural language processing (NLP) all of which will be important when it comes to data-driven decisions.
For me, AI gives Marketers like myself the opportunity to enhance the personalisation of an offering on a whole new level, which results in a better customer journey and customer experience.
What about you? How do you feel about AI in marketing?
Image Credit: AltRight.com