If you are in business then the answer could very well be everything. Despite what the mainstream media may have you believe, there’s more to Artificial Intelligence (AI) than self-driving cars. The technologies that make these high-profile advancements possible are being used in an increasing number of applications—many of which are beginning to influence the world of business, not least of all in marketing.
Ahead of what promises to be a fascinating workshop at Kent Vision LIVE 2018, marketing expert, Katie King, looks at the opportunities AI will be bringing to every business. If you are intrigued and want to find out more, claim your free ticket for Kent Vision LIVE now and join Katie, and a host of other great speakers, in Detling on May 16th.
Artificial intelligence will soon be changing the business rulebook again, with some of its earliest impacts already being witnessed within digital marketing, social media and customer contact centres.
Almost every sector will undergo its own AI transformation, driven by increasingly demanding expectations from customers and the imperative to offer them a highly personalised experience at every interface.
While AI generally remains in trial phases at present, businesses are quickly realising its boundless potential, and it will inevitably become a part of every-day life, transforming the business landscape. This evolution is evidenced by a survey carried out by Deloitte which found that 85% of senior executives plan on investing in AI and the Internet of Things (IoT) by 2020.
What is AI?
A dictionary definition of AI is, “The theory and development of computer systems able to perform tasks normally requiring human intelligence”. AI and its scope is broad, and it can be used and implemented on a range of varying levels.
In short, the term ‘AI’ is relatively self-explanatory, in that it provides intelligence from machines, rather than from humans.
AI’s value to marketers
What makes AI so valuable is its ability to learn what the customer wants and to make suggestions about what they might want next. This capability connects sales and production teams and provides the customer with a personal, perfectly-attuned sales assistant.
It offers insightful understanding and a stream of effective two-way communication channels with customers. The aim of most businesses is to secure and expand their market by being the most visible, usable and liked in their sector while operating at optimum efficiency, and AI is here to transform the way this is achieved.
Marketers already using AI
Chances are you’ve already seen AI in action but perhaps without realising it. The chatbot that pops up when you’re shopping online and asks if there is anything they can help you with, recommendations of music and films you might like from Spotify and Netflix, and even our friend Siri are all powered by AI.
It’s not just the corporate giants who are tapping into AI. There are now a range of excellent, relatively easy to use and affordable marketing tools available to aid any business.
One of the most valuable aspects of AI services is that they can all be personalised to best suit individual business needs and provide tailored and unique insights.
Tagger Media offers a brilliant range of AI-powered services that demonstrate the accessibility of AI on all scales—ranging from social media planning and evaluation, influencer discovery and campaign management.
In a different take on AI, Armstrong One offers a cloud-based service providing front-line data analytics and intelligent technologies to predict and analyse customer behaviour; to target customers with relevant content; to connect and synchronise campaigns across multiple channels. This is all designed to improve a business’s ability to serve the market.
Sidetrade puts it simply. They aim to offer services that “help the marketing, sales and financial departments develop turnover and speed up the generation of cash”. Customer behaviour is increasingly becoming an important focus when developing strategy and looking at customer relationships. Sidetrade’s solutions use data from existing consumer behaviours to offer invaluable insights into future patterns.
Mindset and education are key elements to the successful integration of AI into any business. While some may remain sceptical and intimidated by this step in the digital transformation, businesses must embrace the developments in AI and let them shape the way we do business for the better. Otherwise, they face being left behind as market leaders reap the benefits of AI in a revolutionised environment.