“Alexa, play Despacito”.
50 years ago, the idea of a digital assistant at your beck and call would be downright a story out of a science fiction movie. Today, it’s at the touch of our fingertips. So what is artificial intelligence, this seemingly futuristic technology that’s so cutting edge yet so human-like?
What is Artificial Intelligence?
Patrick Winston, a professor of artificial intelligence and computer science at MIT, defines artificial intelligence (AI) as “algorithms enabled by constraints, exposed by representations that support models targeted at loops that tie thinking, perception and action together.” Simply put, AI is the simulation of human intelligence processes performed by machines. A computer system that is built to perform tasks usually completed by human beings. However, unlike human beings, AI has no boundaries on how much it can do in a given time.
From diagnostic pathology in healthcare to self-driving vehicles in the automotive industry, AI has gone leaps and bounds since it was initially invented by mathematician Alan Turning. “Can machines think?” he asked. And indeed, computer systems with the ability to think have seeped into the way we live, work and socialize.
It’s evident by the way AI is advancing that it knows no boundaries, and it’s slowly shedding its light on the digital marketing industry. Digital marketing counts on the fact that the right content will reach the right people, and AI can change the way that people engage and view websites forever.
User Insights to make most of content creation
The essence of digital marketing lies in intentional marketing. There is no use in writing a 1000 word blog if your readers don’t read past 200 words. And with all the information on the internet recently, readers must always be kept engaged.
AI is crucial to improving the quality of content such as blogs and descriptions. Since 77% of all internet users read blog posts, blog posts are a goldmine to marketers to grow their business. Because most consumers read a company’s blog post before making a purchase decision, businesses carefully curate their blogs. However, constantly coming up with the right topics can be difficult. That’s where AI comes in.
Not only can AI suggest topics for your potential customers, but it can also help improve your existing content. By analyzing the traffic on your website and how consumers behave, AI can suggest ways to improve user engagement and Search Engine Optimization (SEO) through written content.
Predictive AI for personalized recommendations
One of the biggest strengths that AI brings to businesses is its ability to analyze data sets. Using AI, the rigorous process of going through data sets and compiling them to actionable conclusions is made easier. As a result, marketers can accurately reach their target market through their campaigns.
The contemporary online shopping scene is all about personalized experiences. Consumers expect personalized recommendations that are curated to their needs and wants. So how do these e-commerce websites know what products we might enjoy? The answer is in algorithms.
Ecommerce algorithms analyze products we’ve searched, browsed, and purchased before to suggest products that are curated to your liking. By using AI, digital marketers can create personalized content for their customers through websites and email marketing. The ROI of personalized marketing campaigns is measured in sales, engagement, and website traffic.
AI chatbots for customer service
Another big asset that AI brings to businesses is Natural Language Processing (NLP). NLP allows computers to encode and decode messages in human speech. In most cases, NLP is used in chatbot technology to communicate with site visitors. The friendly ‘person’ on the other side of the chatbox that pops up when you’re shopping? That’s AI.
Chatbots have the ability to communicate with customers and solve their requests without the help of a human being. This can be useful in making account changes, suggesting products, answering questions, and providing information on products. Tools like chatbots make it easier for businesses to keep their inquiry line going any hour of the day, without any limit.
Digital marketers can leverage technologies like chatbots to provide excellent customer service no matter the number. This can help businesses utilize their power in other sectors while AI handles the basic tasks.
By now it is evident that AI is intertwined into our lives and our professions. However, human potential is still crucial. AI can only improve tasks that are carried out by humans, and not entirely replace them. For example, AI can successfully compile hundreds of data sets in a matter of seconds to provide reports, but it is up to digital marketers to decide how to implement them. But one thing is for sure: in order to create a thriving eCommerce business, AI-powered marketing tools are up and coming.
References
https://builtin.com/artificial-intelligence
By Anushka Bibi