AI is transforming digital strategies with its ability to gather data, evaluate it, apply and further learn from it. It is a technology that captures data and performs tasks of intelligent beings to escalate their possibility of being successful. Continuing advancement in this technology has made digital transformation possible as it assists marketing firms in providing valuable customer insights.
Artificial Intelligence in Digital Marketing
AI is a trending topic for quite a while now and as a part of digital marketing, it is a reality nowadays offering a wide range of options and benefits. This technology has made it possible for organizations to opt for digital transformation by data science professionals. While this intelligence can perform all tasks technically, it is mostly known for image and speech recognition and is best recognized for its robotics which is the future of digital marketing. Provided below are the various aspects related to this technology.
Features of artificial intelligence in digital marketing
Combination of AR/VR
AI brings in new consumption experiences combining virtual and augmented reality in the marketing of products. For instance, Coca-Cola decided to change a user’s real-world view using headsets or glasses within its bottling plants by combining artificial intelligence with AR and VR. This will help technicians procure information about the serviced equipment, making it easier for them in remote locations to diagnose issues and perform repairs. This method used also provides consumers with absorbing ways of learning about the brand thereby, increasing personal brand connection. AI adoption with AR/VR has built a strong identity for the brand creating a greater sense of loyalty from its customer base.
Voice and Image Recognition
Image recognition: AI is used in businesses and the daily lives of people, in forms such as image and voice recognition, and handwriting suggestions on smartphones. Marketers use image recognition to understand videos and images shared by people on social networks. For instance, a photo or a selfie shared by a celebrity about an unidentified product is recognized by the image recognition feature of artificial intelligence. Cloverleaf, based in San Diego has image recognition technology equipped with optical sensors installed in its smart shelf-display platform. These sensors gather customer demographics such as gender and age and evaluate customers’ faces to understand their reactions toward a product.
Voice recognition: This technology uses speech recognition to evaluate the meaning of reproduced words. For example, Sayint, is a call service provider that analyses and monitors customers’ calls using voice recognition. It helps the company understand the needs of their customers, increase customer satisfaction, and improve caller performance.
Advantages of artificial intelligence in digital marketing
Ease of use
Artificial intelligence is highly beneficial for e-commerce platforms because of the ease of use with which these digital marketing platforms gather customer information such as time spent or click data on a web page, and can customize products, pricing, and promotions for each customer in real-time.
Reasoning and problem solving
To reason is to draw conclusion appropriate to the situation. There are many diverse problems solving by machine learning and AI, some of them being manipulating virtual objects, devising mathematical proofs and winning move in a sequence game. Artificial intelligence can reason with posts and comments on people’s social media, revealing personality needs, values, and trends. For example:
IBM Watson: This software (combination of sophisticated analytical software and artificial intelligence) by IBM uses this technology based on the data engineer available to determine different kinds of jackets consumers are fascinated in. The system begins by questioning, when, who, where, and what activities will be chosen by the consumer to wear their jackets depending on the gender, price ranges, and weather forecasts. Based on this data, the intelligence system will rearrange the alternatives from high to low match.
This will save the time of the wearer avoiding thousands of jacket options, many of which would not even meet the functional standards of the customer. This way the organization improves the customer experience throughout his/her journey while making decisions.
MaserCard Company: This firm uses artificial intelligence to trace and prevent frauds. This technology helps the company to recognize thwart card frauds and doubtful transaction patterns. There is no doubt from these examples that AI will be extensively used in future.
In the coming years, delivering optimized and personal experiences for customers will become extremely important. Customers leave patterns or clues wherever they interact or shop online. It is up to digital marketers to benefit from this data by implementing artificial intelligence.