Artificial intelligence is gradually becoming a focus area for the most eminent IT giants. More and more high-profile companies make efforts to develop in this field. They believe it is artificial intelligence that will turn into breakthrough technology in the future and open a new stage of the computer technology development. But can artificial intelligence have an impact on marketing somehow and add something new to it?
Not too long ago, artificial intelligence has been considered a thing from science fiction movies. No one could trust that one day it would become part of our daily life. No doubt, these pipe dreams are now more than real due to the current level of technology development and will turn into reality in the near future.
Since this is a very voluminous and complex field, we have many weighty questions, and the implementation of all artificial intelligence’s abilities understandably will take far more than one year. In regard to AI usage in marketing, the first features of its future application in advertising are already apparent. For instance, an AI-powered advertisement can be more personalized, tailored to meet a specific internet user requirement. It will also give an opportunity to explore the target audience and market in depth and to predict results of advertising campaigns and many other things as well.
Emotient, little-known American company, for now, has been able to develop capable software to analyze facial expressions and discern basic emotions: joy, anger, contempt, sadness, etc. In the future, this kind of feature in conjunction with AI will be able to analyze the respondents’ response to a product offered, an advertisement, and a slogan. Machine intelligence and its ability to learn will help easily understand the reaction of consumers to a product or service as well as proposed changes or additions.
Emotient’s technology has already received the first positive results. The program had analyzed facial expressions of an individual who has been invited to choose one of three options for washing powder by sniffing them out; as a result, it managed to guess right which of washing powders this person liked the most.
The famous BBC company has also used artificial intelligence to assess the tastes and motivations of its audience and consequently managed to strengthen its already dominant position in the information services market.
In the course of time, many advertisers spot shortcomings and gaps in their ads that would be good to correct in order to achieve a better result. AI is able to do that nice and easy right in the middle of the campaign, so as consumers notice nothing. Marketing specialists have concluded that by 2020 more than 60% of the profits will be coming from programmatic advertising — that is, advertising based on artificial intelligence. Therefore, in the near future, marketing specialists who get the feel of AI application on the jump will be the most successful. Let’s take LoopMe as an example. By the aid of AI, this mobile platform can select content within a certain category of viewers and gadgets.
AI proves beneficial to marketers again and again. For example, it helps research and improve on user behavior. Shoes.com set a striking example of putting AI to good use. Through the use of research into visual information from clients, the company offers the most personalized product with specific characteristics. This approach helps make ads more successful and creatively different and find the pleasant options for maximum number of consumers.
The use of AI for finding and process clients and companies interactions may be advantageous for sales promotion. For example, during the promotion in poor countries, the brand Knorr has used AI to connect the company and clients by means of SMS messages. It was successful in building of a rather detailed customer database, including customer’s interests and habits to improve the interaction.
Another interesting example is outdoor product company NorthFace that uses AI as an assistant for online buyers. Artificial intelligence has shown its worth on the job.
So, all in all, it is already obvious that the future of marketing most likely lies in artificial intelligence; thus, you have to be ready to accept this technology and make active use of it.