No longer just the stuff of science fiction, artificial intelligence is a very real thing. Scientists have built AI software capable of beating video games, communicating with humans, winning at poker, growing crops and delivering correct medical diagnoses.
So, being prepared for how AI is going to impact your business, and especially your marketing, is important. While it may still seem like an impossible tool for marketers to use, some applications for AI are already being used, and to wonderful results. Here are some ways you can use artificial intelligence in your marketing.
AI and Chatbots
Unlike other software, AI can learn and grow over time. It adapts, changes its programming, all in order to perform a task better or to solve a problem. More advanced AI are capable of having complete and understandable conversations with humans.
This can open up tons of possibilities for when a business interacts with their customers or target market. A good AI chatbot could help consumers answer questions, find solutions, and push leads towards making the right purchase for them. This could have a huge impact on website chat support and customer support.
This would allow businesses to have strong customer service 24/7 without having to hire extra help or pay an outside company to handle it. If your business requires a lot of customer support, an AI chatbot could help decrease a lot of the general work your team has.
Having an AI represent your brand can give a lot of benefits, but it will require close monitoring. Machine learning is still far from perfect, as marketers learned when Microsoft released an AI chatbot onto Twitter. You’ll need somebody to monitor what the AI is learning, how it interacts with customers and know what to do if it learns something incorrectly.
Using AI for Product Recommendations
On many e-commerce sites, product recommendations are terrible. If a person buys a vacuum online, they don’t need recommendations of other kinds of vacuums. They already own one. But what they might need are vacuum bags, extension cords, and other cleaning supplies.
Having an AI in charge of your product recommendations can lead to finding patterns in your customer’s behavior. This could include recommending popular add-on items for the item they are buying before they check out and finding trends on what consumers buy on a site.
This could be especially useful if your e-commerce site offers a variety of products for several different target markets. That way, your AI can find trends between different types of products, what time of year certain products become more popular, and which ones sell well if suggested.
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Another way AI could use product recommendations as a sort of personal shopper. This could be a major feature to your site, where your AI bot could help consumers find the perfect product for their needs. This kind of chatbot would ask a consumer questions and determine what is important to them to find what best fits their needs.
Analyzing Your Data
One thing that AI is much better at than humans are is analyzing large amounts of data and finding important patterns. In marketing, finding trends in your target market is incredibly valuable.
Having an AI in charge of compiling your data and then analyzing it can help guide your marketing strategies. An AI would be capable of finding patterns that a normal person might miss that could be a major factor in consumer decisions. This could be doubled by giving the AI access to your website; that way, it can work on attributing successes and failures to elements in your marketing. This can take out a lot of the guesswork and help focus your A/B testing.
Consumers Using AI for Content Curation
Virtual assistant software like Siri and Alexa are widely popular among consumers who have devices with them. It’s simple for people to ask a bot to give them the news, play music, or Google something than it is to do the searching and work themselves. As AI becomes more powerful and commonplace in such devices, consumer will rely on them to curate their content.
Since AI learns while it goes, at a certain point, it will know what its user wants in content. If its owner constantly skips a certain genre of music, it will stop playing that genre. If a user always asks for news first thing in the morning, it will anticipate that desire and launch right into it when they wake up. As the AI learns its users, it can begin curating and predicting what content is wanted.
That means marketers will need to adapt their content so it’s friendly to AI bots and whatever mode the information is being presented to the user. If it becomes popular enough, marketers might even need to change entire strategies of how they get users to their sites because of AI content curators.
Plan Ahead, Find Success
AI is going to be a part of our future. It’s already doing amazing things, and with how much data is being constantly created, AI is essential to interpreting it for us. If you want to find long-term success, you need to prepare for how you can utilize AI and understand what effects it will have on your business. That includes how your consumers use it and how it can best impact your marketing strategies.