How Artificial Intelligence will make marketing more creative and effective
Artificial Intelligence can decide whether a picture is a fit or not by analysing its content. It can further be used to offer hyper-personalised ranking and selection filters based on unique requirements of each user.
All of us have heard about driverless cars, automated machines, bots and virtual assistants, even if we don’t fully understand what these terms mean. All of these are manifestations of self-learning algorithms, smart technologies such as Artificial Intelligence (AI) and Machine Learning (ML). The application of these technologies is no longer just limited to sci-fi movies and erudite research papers. Directed by data-driven insights from these powerful technologies, traditional decision-making by experienced professionals is slowly being transformed. Let’s take a look, then, at this metamorphosis that AI is ushering in across business functions such as marketing.
How is AI changing marketing?
Today, we have more marketing channels than ever before—retail, online, social, mobile, flash sales, etc. Marketing decisions need to be faster and out-of-the-box. So far, all the focus and excitement has been about how ML or AI can help marketers connect better with their customers. There hasn’t been much discussion about how the fundamental rules of marketing will change with the advent of big data, digitization and AI and their integration across all facets of marketing. There has been a high dependency on analytics to understand, extract insights and develop strategies aligned to the customer journey and to measure the impact of various marketing actions. But, ML and AI are upgrading the game by automating all tasks to unlock the highest levels of efficiency. Since Deep Learning and AI can work much like the human brain, they can also be put to work in the creative aspects of marketing.