Artificial Intelligence – Frightening or Exciting?

Artificial Intelligence (AI) is computer science, creating machines that function both intelligently and independently to act and behave like humans. AI is a digital marketing dream, opening the door to a world of possibilities; including offering unique customer insights and enhancing the overall user experience.

Let’s check out 3 major ways in which AI is assisting digital marketers.

Firstly, we need to recognise that the key to a successful digital marketing strategy is all about perfecting that customer experience. AI is always working to collect data and analyse it, to offer consumers content that is relevant at a given point in time. Businesses now use AI to deliver personalised content and offers to enrich the customer experience. Google Maps analyses anonymous data from smartphones, offering predictions about the most efficient way to get from A to B or reminding you where you parked your car once you’ve left it.

Secondly, predicting consumer behaviour. This is all around further enhancing the customer experience, already AI is monitoring your past behaviours to personalise the user’s experience but now it is working to predict your behaviour. By collecting second and third party data AI is continuing to collect information beyond your session site and further personalize your user experience. We see this everyday with Spotify and Netflix with the ‘Top Picks For You’ section, offering new shows and movies based off others we have watched. 

Thirdly, error reduction and immediate assistance is now being offered via AI chatbots. To assist in a seamless customer journey, chatbots offer quick responses and work to resolve problems, the automated tool is designed to give consumers the impression they are talking to an actual person in real time. 

However amongst these amazing opportunities exists a fear that ordinary humans will someday be overtaken by artificially intelligent machines. As Stephen Hawking once said, “Success in creating AI would be the biggest event in human history. Unfortunately, it might also be the last, unless we learn how to avoid the risks”.  

Will this happen, or will it not? Amidst this rapidly changing tech-world the future of AI is not really known, varying opinions all contrasting the next but one thing is for certain, AI is looking to be a big PLUS in the marketing world!