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AI & Machine Learning

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What is AI & Machine Learning?

AI is, in simple terms, making machines intelligent, and able to do problem-solving, but instilling human brainpower in them.

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This is totally different from folding or formulas, it is more than that. An AI is able to do that, not be that. It is supported by machine learning, which is how AI learns, by teaching them through the use of data and visuals.

So what is AI in Marketing?

AI in marketing uses online and offline data along with machine learning, to understand audience behavior, and providing companies with the data, and allowing companies to target users with appropriate messages at the ideal time, at the right channel, bringing audience through the marketing funnel, influencing them.

How exactly does AI & Machine Learning help?

Marketers are using AI and Machine Learning for:

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  • Social Listening

  • Competitor Analysis

  • Content Creation & Optimization

  • And many others!

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One of the most common and straightforward functions of AI will be content creation. Based on data, AI is able to create content, such as news stories, industry reports, financial and sports reports, and more, simply because they have data, and have been trained in writing behavior. An extension of this will be copywriting, such as generating an email subject line.

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Another popular form of AI are chatbots, conversational AIs. These are especially important in delivering high-quality customer service and providing fast solutions. Chatbot AIs are able to interact with users conversationally to a certain extent, answering their questions based on a set of data the company has acquired and inputted, such as frequently asked questions and the answers, company background as well as other helpful information. Most importantly, they are able to operate round-the-clock, unlike the customer service personnel team, which are limited to working hours, and the number of team members available. Because AI chatbots are able to handle customer queries and basic needs, customer service personnel are now able to be more focused on handling the more complicated needs of individual customers, improving the customer care quality of a company.

A cousin of the chatbot is the Digital Assistants. Unlike the chatbot, the digital assistants are more complex, and user-centered compared to the chatbot. Digital assistants are made to be able to control and advice on most of a device’s function. And because users key in the name when setting up a phone, digital assistants address the users by name, bringing them closer to the user. The most famous digital assistant, Siri, was released as part of the iPhone 4’s key function in 2011. At that time, Siri was only able to do voice assistant, meaning, listening to what the user is saying, and responding as required, but limited to certain functions such as calling a contact. Now, Siri has evolved to include performing complex phone actions such as scheduling events and reminders, handling device settings and controlling applications, searching the Internet, and finding information on entertainment. Additionally, to make it more human, it is able to understand an extended range of human conversation styles, being able to make jokes, and beatboxing.

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As observed, Digital Assistant have reached a level where they are able to understand much human thought processes, and language behavior, as well as suggestions. Personally, I feel the most strongly at how a person can tell Siri he is drunk, and Siri is able to understand that something is wrong, and reply to him accordingly, and suggest calling a taxi. What I would have expected will be for Siri to only expect questions and not conversations. The fact that Siri is able to answer an almost unlimited range of answers and conversations really broadens up my mind, that Digital Assistant is really a big thing, and they could be the key partners of our daily life in the near future, as a digital assistant and AI get easier to use, accessible, and more integrated with our daily products and behaviors.

References

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