Four Emerging Areas of Artificial Intelligence for Marketers in 2019

March 07, 2019

By Kirsten Oelrich

Artificial Intelligence has come a long way. We see it being used by Google for search, Facebook for facial recognition and Netflix for show preferences. AI technology allows computers to conduct analysis, write copy, as well as serve customers. It can draw upon vast amounts of data resources for people to explore while conducting their tasks.

According to statistics around 15% of businesses are using AI and around 31% will start using it in another 6 months. Here are 4 ways AI is being developed to manage tasks which were initially carried out by marketers:

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Chatbots

There is huge potential for AI-based assistance or chatbots in today’s market. They have made life easier for marketers, as they help respond to various queries, provide information and store photos. When marketers use chatbots for events or contests for customers, it has been observed that this experience has improved for event attendees. Marketers received lots of positive feedback from the attendees. Around 97% of marketers wish to keep chatbots for all their future events.

Computer vision

People are very well acquainted with the fact that computers can take photos and store them for decades. Now with AI, computers can relate or connect the people and objects in the images. It helps marketers to tag and classify images, which makes them more available to site searchers and web crawlers for SEO purposes. AI helps to tag customers participating in various contests or events and allows them to find photos of themselves without manually searching for it. It can also be used to categorize influencers according to their interests, demographics and choice of brands.

Natural language generation (NLG)

Another interesting application of AI for marketers is the ability of computers to convert data into conversational style language. Google Analytics (GA) is easily available to all marketers. It is located in the ‘Analytics intelligence’ toolbar, it reports noteworthy events in English. It has several insights on topics like ‘The bounce rate decreased on certain landing pages’ and ‘more users returned to the site in February.’ ‘Quill Engage’ a service by the company Narrative Science analyzes the GA data and delivers insights on the site’s KPI, which includes bounce rates, page reviews and sessions, that too in a simple language. This helps marketers to gather information which they can use for their weekly management updates. It saves a lot of time and effort.

Automated Insights product Wordsmith uses NLG to generate engaging, unique content description for products and categories at scale. NLG is a big asset to marketers. It is also used to increase a marketer’s creative output, by creating eye catching and interesting content through emails and social ads. It maintains the brand voice and sounds very human.

Personality insights

AI has been useful for marketers in analyzing publicly available social media and blog posts, which has resulted in personality profiles of the writers. It provides brands with audience intelligence. Marketers get AI generated personality insights by analyzing social posts. It suggests the customer service teams on how to respond to people, based on the language they use on social media. This has helped marketers to identify characteristics of their customer base as well as enhance their customer service.

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Here are few combinations that can provide a powerful services that are challenging for humans to emulate.

Chatbot + Personality insights: The chatbot can identify the client’s tone while speaking, whether he/she is happy, sad or annoyed. In case the client is unhappy, the chatbot will redirect conversations to the customer service personnel.

Chatbot + Computer vision: The chatbot can take photos as chats instead of making clients type their details, for instance loyalty card ID or product SKU.

Chatbot + Personality insights + Natural language: The chatbot can change its language depending on the personality of the client it is chatting with.

The possibilities for harnessing AI for marketing are endless. As marketers you need to explore the AI universe and find solutions that are best suited for you and your brand.


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