AI Now: How Companies Are Using AI in Marketing

July 19, 2017

How do companies use AI in marketing today?

  1. With the integration of machine learning, NLP technologies are able to examine and make use of data variables to further extend its knowledge and improve its very own ability of understanding to make human-computer interaction even more possible.
  2. While users continue to input queries, the world of searching is learning from those queries as Google shifts to their very own AI, RankBrain, which is in charge of processing search results.
  3. In a content generation, the application of Natural Language Generation, which is another branch of AI, helps process data and convert them into narrative writings.
  4. Digital marketing revolves around the notion of ‘segment of one’ to easily personalize every individual’s need in the market. With the help of AI, it makes it easier and faster to implement this approach to the business.
  5. AI has moved further to self-designing websites which are a useful tool for any digital marketer out there.

 

 

Artificial intelligence has officially made its comeback after Eliza – even widely adapted by companies that specialize in social media, search engine optimization, digital marketing, and video production. In the Philippines, for a company to survive the international competition, keeping up with the latest technology is the key.

Artificial intelligence refers to the science of making computers work like how humans do. With the use of this technology, a number of areas in the digital marketing industry has advanced and have continued to be effective. To further understand how AI works in the digital marketing landscape, here are a few applications that you can take into account.

 

 

AI in Digital Marketing

Artificial Intelligence in Digital Marketing

The development of artificial intelligence (AI) through time has been impressively helpful to both users and businesses alike, making day to day routines easier and convenient. Apart from the recent integration of chatbots in almost every possible platform, such as an e-commerce site or a messaging app, there are fundamental areas AI is being mostly used into.

 

 

NLP

Natural Language Processing (NLP)

Natural Language Processing is a branch of AI that enables computer programs to comprehend, process, and formulate responses to human language in the same way that it is spoken by humans. With the integration of machine learning, NLP technologies are able to examine and make use of data variables to further extend its knowledge and improve its very own ability of understanding. As a result, it ultimately makes the human-computer natural interaction possible.

A perfect example of an NLP technology is the Swiftkey Keyboard app. This particular app uses the technology in such a manner that it learns from the users typing and predicts responses, autocorrects text, and eventually develops a vocabulary that seamlessly fits your typing style. This AI makes it possible for users to input their messages faster and even more convenient especially with the constant prediction of responses that the tool offers once a user starts typing.

 

 

SEARCH AND FILTER

Search and Filtering

A wide variety of users have long considered Googling as another term for searching, and the efficiency of the search engine has continuously improved throughout time to cater to the various needs of people. As users continue to use apps, developers continue to develop apps. However, these two things aren’t the same. While users continue to input queries, the world of searching is learning from those queries. Google was known to be operated with rule-based metrics set by humans, but today, Google has shifted to their very own AI, RankBrain, which is in charge of processing search results. Specifically, it analyzes words and phrases that make up the query that a user inputs in the search engine and then decides which words and phrases are particularly synonymous with them. Through the integration of deep learning, the search engine learns to understand the world’s concerns on a daily basis and eventually provides a better and accurate search results to internet users around the world – and of course, making it easier for engineers to cater to the users’ daily needs.

 

CONTENT generation

Content Generation

Who would have thought that content can also be generated by AIs? Natural Language Generation is another branch of AI – specifically a process for converting data into narrative writing. With the skillset of a human, this process enables programs to write like humans, but even faster, at about thousands of pages per second. Furthermore, it makes data globally understandable, especially in terms of financial reports, meeting memos, product descriptions and more. An example of this technology is Automated Insight’s Wordsmith NLG engine, it helps turn data into text at any language, scale, or format.

 

segmentation and targeting

Segmentation and Targeting

For a marketing strategy to be successful, an implementation of segmentation and targeting is a must. Segmentation is basically a process of dividing the customers into categories or segments – varying from interests, locations, browsers, operating systems, and the likes – in order to accurately identify the audience that would perfectly match the brand’s persona, service, or products. In light of artificial intelligence, digital marketing revolves around the notion of ‘segment of one’ to easily personalize every individual’s need in the market. An example of this technology is the SAP Hybris software that aims to build strong relationships between a brand and its customers during the customer’s journey.

 

WEBSITE DESIGN

Website Design

You will never know unless you check this website out! AI has moved further to self-designing websites – and that’s a pretty useful tool for any digital marketer out there. An instance of which is Wix’s Artificial Design Intelligence that aims to attend to the users’ two main problems: creating great content and designing an appealing website. The tool works like a virtual graphic and web designer, prompting users for relevant details while pulling in information from the web to tailor the design that the users prefer. No need to worry about the generic-looking websites as the product will most likely turn into something unique given that it is made out of the user’s feedback.

 

 

Key Takeaway

Truly, artificial intelligence is a different level of technology and its applications in digital marketing can attest to that very idea. It helps professionals make their work easier, faster, and accurately – further improving interaction between brands and consumers.

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