Have you ever wondered questions about a topic without finding answers nowhere? (Google does not count). There always are thousand of nebulous questions about Artificial Intelligence and marketing.
Is it safe? (Spoiler: yes, it is.)
Will my computer steal my job? (No, it will not.)
Will it change my approach to content marketing? (You bet!)
We have collected ten of the most common questions and doubts about Artificial Intelligence and marketing, giving our answer to them.
From the definition of AI to the skills you will need to succeed in the next few years, here you have a decalogue of questions and answers that covers many aspects of this fantastic yet still growing technology usage.
It is not always so easy to distinguish all the AI different types without going too much techie. Let try with simple definitions.
AI: according to Hubspot, "AI refers to an area of computer science that makes machines do things that would require intelligence if done by a human."
Machine learning: it is "an application of artificial intelligence (AI) that provides systems with the ability to automatically learn and improve from experience without being explicitly programmed."
Neural network: it is "a series of algorithms that endeavors to recognize underlying relationships in a set of data through a process that mimics the way the human brain operates."
Now you are ready to discover even more!
AI can not do everything by itself. It has structural and programming limits.
On the right side, it has no conscience, and it is not able to think by itself. It can not answer a philosophical question, and it can not formulate a thought or a speech alone. On the technical side, AI could do a lot of things if it has been programmed to do the task.
Artificial Intelligence, even if it is way faster and more precise than every human being, can only do what its programmed for. Every AI has an algorithm that can only achieve only one task - an AI that can identify images will not be able to analyze your prospects’ leads. This also means that AI has no fantasy or creativity, being only programmed to achieve a specific task.
We can easily say that Artificial Intelligence is the ultimate marketing tool. Many marketers use it every day to improve their performances. How exactly is AI useful for marketing?
AI is not a strategy or a solution by itself, but more like a tool that you can apply to many different elements of your marketing plan. It will make your processes faster, analyze many more sets of data, predict your customers’ behavior and potentially skyrocket your sales, but it all depends on how you are going to use it.
AI can help you in many different situations, such as developing buyer personas , improve one-to-one personalization or enhance your brand strategy.
You only have to pick that one that matches your needs.
After saying that AI can not do everything, it is natural to ask yourselves what AI can’t do. For example, it is still very sparse. There is no one-fits-all solution because it needs different programming for every task and this is also highly expensive.
Moreover, every AI still needs a lot of supervision and someone who feeds it with the sets of data you need to analyze.
AI concepts are old, but its applications are recent, which means it is still on its early stage and has to grow a lot. So, do not worry - it may be able to do a lot more, give it some time and, mainly, give it a chance.
This answer is pretty simple, but let us start with a couple of examples.
Have you ever interacted with a Facebook bot to, for example, reserve a table?
Have you ever followed a recommendation by Amazon? If the answer is yes, in both cases, you interacted with AI, in only two of hundred ways marketers can use it.
Yes, other marketers and communicators already use Artificial Intelligence. They can use it to boost a content strategy or run better A/B tests, and much more Forbes reports that "58% of enterprises are tackling the most challenging marketing problems with AI and machine learning first".
As we were saying, Artificial Intelligence is a tool with multiple purposes and marketing can make it shine. Are you ready to see how it is going to develop in a few years?
AI is vital for 2020’s business because it is disrupting marketing and communication. AI is having an enormous impact, along with many other technologies, such as mobiles.
However, AI is not useful only because its popularity has grown in an incredible way. It is disruptive also and mostly because of all the elements that cause this disruption in marketers’ everyday work life.
Artificial Intelligence can simplify procedures, implement prediction, better know customers and prospects, tailor contents, and campaigns to perfectly fit all your clients’ needs.
This is one of the most common fears of marketers - and not marketers only - when they approach Artificial Intelligence for the first time. They are usually scared that AI will become so powerful and conscient that the marketing world will not need them anymore.
Reality is, as often happens, a bit different.
In this case, predictions are challenging, but it is not likely to happen soon. At the present moment, innovation will not stop, and marketers will have to adapt, but AI is not seeking your job. First of all, artificial intelligence is enhancing human possibilities in an unseen way, but it also needs assistance and support from human beings. It has no conscience that can make it understand what is right and what is terrible, and it can only achieve one task at a time. We repeat what we were saying before - AI is a great tool, but it is not a self-conscious being.
It can help find sources, but it can not write a book or an article. It can analyze, handle and mix notes and sounds, but it can not write a symphony.
We do not know how the future will be, but we are sure that you can stop worrying.
You can choose amongst thousands of tools to implement Artificial Intelligence in your company or for your marketing division, but first, you need to ask yourself a few questions.
How do you work?
Which tasks would be useful to automate because they took too much time? How many sets of data do you have handy?
Those are crucial questions because they allow you to understand if and how do you need AI. Once you have a more precise idea of the uses you may do of Artificial Intelligence, you can start to surf the web, looking for the perfect solution for you. For instance, if you need a profiler or a predictor, we can suggest you an interesting tool!
The impact of Artificial Intelligence in marketing - and also in everyday tasks - is huge. It can impact not only the final results but also the entire process.
It can simplify daily operations thanks to automation and avoid mistakes - think, for example, to the corrector on Gmail or Whatsapp. It can carry out repetitive tasks in a faster and more efficient way.
It is a great help to predict what your customers may like, which campaign will perform better and what your clients think about you and your brand. It also makes reporting easier, analyzing tons of data and finding out patterns.
All of this - and so much more - will lead to a smoother, improved, and well-documented result.
Many marketers fear that they will need a software engineer’s skills to understand and use Artificial Intelligence for marketing purposes. We are not saying that having one or two developers in your team is a bad idea, but it is not compulsory to use AI.
Being AI a technical field, you will paradoxically need also human qualities and skills to succeed in this world.
First of all, you need to be curious. AI field changes every day, and you need to keep up, just like you do with marketing news. This is why you also need to adapt - because a missed change could lead to ruin. You have to be ready to learn new things every day, without fear. Content creation, data analysis and the capacity to accept and work on feedback are other high qualities.
Most of all, however, we repeat it - be curious. If you are eager to know all the latest news and you love your job, you are halfway there.
Have you ever asked yourself one of these questions? Share your thoughts, join the discussion on our social networks!
Content Editor. Experience in content creation and copywriting. Passionate about writing and communication.