Artificial intelligence is computerized intelligence that simulates human behavior through computer apps, software and through other channels. These apps include the Facebook share dialog that lets you broadcast a personal story on your timeline, or on a group without having to login.
As a technology, AI is grouped into several branches;
Machine Learning – Machine learning is a branch of AI that deals with observation, recording and prediction of human behavior patterns. Human behavior being systematic and repetitive, the algorithm records and predicts the useful patterns for personalization purposes.
Supervised machine learning – In supervised machine learning, the algorithm used make predictive models using both input and output data.
Unsupervised machine learning – Unsupervised machine learning only plans the models from the input data. Integrating AI into your marketing strategies will see your venture get a huge boost in customer relations and simplification of numerous tasks such as security. Below are the ways in which AI is changing marketing strategies for businesses.
AI takes Search engine optimization to another level
AI for search engine is useful as it aids in the processing of natural language, and breaks down search queries. Google has been on the forefront with the Rankbrain app that helps improve user context and Google voice search.
To put this in perspective; picture this, a customer goes to have lunch in a certain restaurant. When the customer is done enjoying a meal, is asked to fill a feedback dialog box and explain the experience that they had. The customer then writes, ‘I enjoyed the espresso and the ambiance of the restaurant.’
The report that the customer gives will then be used by search engines whenever another customer searches for a ‘place to drink espresso.’ The report given by the earlier customer thus becomes a solution for the second customer. This is the power of AI.
AI helps you know your customer better
Imagine being in total control of your customer. Knowing what your customer wants at any given time that they visit your website. This is all possible with AI, as it helps you map out your customers needs, desires and expectations. This technology helps you plot out resources at the same time personalizes high quality customer communication systems.
It’s necessary to note that personalization of user data is nothing new. A lot of online stores already use collaborative filtering that provides users with relevant recommendations. However, with real time personalization of user information by AI, you will have an upper hand in curating different user experiences for individual customers visiting your site or reading an email. This is all made possible by revisiting their previous behavior together with the demographic data collected.
Predictive customer service is a positive impact of artificial intelligence that has revolutionized user experience.
AI helps in content generation
High quality content for any online business is the key to a successful marketing campaign. However, curating this content can be enslaving as high quality content creation is time consuming. However with smart computing, you can have an automated process of content creation that is compelling, personalized and error free.
Business reports, articles, white papers, and news updates are all as a result of automated writing. However, you must have well compiled data for the automated writing tools to feed off. Narratives that are automated may lack the general flow and therefore may need few touches and tweaks from a writing expert.
High quality content can be generated with the help of AI, and this can help you stay abreast of the competition.
Artificial Intelligence for cyber security
Online marketing is at its highest peak, therefore dedicating heavy duties like advanced online security to AI actually makes sense. Security is no longer left to passwords; the need for high quality security systems is dire and AI is the perfect candidate for this.
Its common knowledge that cyber business is highly prone to attacks. There is therefore a need for advanced mechanisms to fight off breaches. The system also should alert retailers in the case of breaches and fraud transactions.
This technology is able to predict the onset of danger, identify the danger, do risk assessment, and provide a perfect remedy. User security is necessary for any online business, and AI provides a perfect solution for all cyber related attacks. Its time we accept that the huge volume of security data cannot be effectively handled by humans.
Conclusion
The advancing technology has brought a cocktail of both benefits and harms in the marketing arena. Cyber security threats from AI are eminent and access of personal data for personalization sometimes cuts cross the rational threshold.
On the flip side, the value of AI in online marketing is definitely worth thinking about. It will facilitate a swifter mode of data collection and filtering. This will be vital in helping marketers to better understand the past behaviors of their customers and help in filtering emails.
Smart sentiments, emotions and reactions will be a result of chatbots. Chatbots will also empower smart advertising search results and automated customer service. AI is here and here to stay and its presence is already being felt.
By Robert Kolaski
