The Emergence of AI in Digital Marketing

The Emergence of AI in Digital Marketing

Although digital marketing is a relatively new field, it has become imperative for businesses of all sizes to take advantage of the value it provides. Not only is it a recently developed field, but the technology it uses is constantly evolving and therefore the strategies and methods for digital marketers. As digital marketers search for the next edge to optimize their efforts, AI (Artificial Intelligence) will be a vital option for them to explore. For many, AI sounds like a futuristic form of technology only found in science fiction. Like it or not, AI is inevitable in nearly every aspect of our life. While humanoid robots have not been developed, AI and its influence is beginning to arrive including in the field of digital marketing.

 From search engine optimization, personalized emails and data analytics, AI is becoming present in nearly every aspect of digital marketing. At the moment, AI assisted marketing is present mainly among larger enterprises such as Facebook, Google and Pandora; its potential for smaller scaled business is evident as well as AI becomes more affordable. As this sophisticated technology becomes more accessible and affordable, most marketing decisions will not only be based off the knowledge and experience of marketers, but also machine learning algorithms. For many, the insights and analysis these AI algorithms create act as a huge attributor to the success of globally recognized brands.

Needless to say implications for digital marketing are huge, and those who avoid adopting AI tools will eventually be left at a disadvantage. The idea that most of digital marketers work in the next few years will be able to be completed by machine-learning algorithms is extraordinary. Hopefully, digital marketers will be able to adopt AI in a way that can act in the best interest not just for their company, but their industry as a whole. The  nternet era brought a new platform to communicate with consumers, perhaps the machine or AI era will aim to perfect that communication.

With that being said, here are a couple of examples of how AI marketing is disrupting the field and companies that are leading that change.

Google Photos: https://photos.google.com

            Google Photos is an AI service provided by Google which can analyze and recognize images with stunning accuracy. For marketers, this form of technology can mean a better form of integration for their online content and overall store visits. With facial-recognition as a feature, this can greatly help markets customize the customer experience and further understand the customer on an individual basis.

Hunch AI: http://www.hunch.ai/

Hunch is an AI system that is be used further personalize and optimize the consumer experience. Hunch collects vast amounts of data and then is able to integrate machine-learning algorithms, which can adapt to the customers preferences at quicker rate than the average digital marketer. Many major brands already use an AI-approach to their customer experience. A popular example would be Pandora that uses human curators and AI algorithms to personalize consumer’s music experience and suggest new music in the process. Hunch does this while also providing detailed reports and analytics that can be measured instantly and at a much quicker rate than a human analyst. Hunch can use data from a variety of analytical tools such as Google Analytics. As digital marketers try to find new ways to personalize their consumer’s experience, AI tools such as Hunch may become necessity in order to remain competitive.

Albert Technologies: https://albert.ai/

Albert technologies is the creator of the AI system Albert, the first fully autonomous digital marketer. Albert currently runs complete marketing campaigns for some of the largest brands in the world including Harley Davidson, Natori and Gallery Furniture. The brands mentioned have praised Albert for causing increased revenue and reducing cost of operations. In addition to performing a full marketing campaign, Albert also provides AI-enhances PPC advertising. Currently, most digital marketers designate their pay-per click budgets to Facebook and Adwords and are then managed by PPC agency or an in-house team. Instead of this traditional approach, Albert engages in what is considered autonomous media buying. This approach requires a significantly less amount of cost, operations and overall human input. Albert is able to reduce all of this while also revealing new channels to be used for a business’s marketing campaign.

LivePerson: https://www.liveperson.com/

           

            LivePerson is a public company which offers two specialized services known as ‘LiveEngage’. and ‘LP Insights’. LiveEngage, their most well known service uses cloud-based data to message and communicate with customer creating AI based chatbots. LP Insights is a service, which will covert customer, chat transcripts into both structured and unstructured data, which can become insights for customer interaction. Chatbots are already used for a variety of industries in customer service. However, AI chatbots such as LiveEngage can also be used to conduct surveys among consumers and their preferences.  As a result, AI-chatbots can create more personalized content and conversations with customers, which can be an important factor in supporting the buyer’s journey. In a way, AI-chatbots can work as an advisor to customers, since they have instant access to enormous amounts of data that can be used to predict consumer patterns and recognize the solution to issues consumers might have quicker than a typical customer service agent.

Rocco AI: http://www.rocco.ai/

            Rocco is a popular AI system that currently has a waitlist for businesses wanting to use it. Launched in 2016, Rocco acts as an assistant for social media management. Rocco automatically creates social media post and content and can do so on a daily basis. Rocco can create content including personalized reports, emails, and messages. Rocco is also able to analyze a persons business and then create social media content based off those analytics. The quality of the content is also ensured by the use of natural-language generation technology, which make the writing content of their post to sound human and resonate with the targeted audience.

Dynamic Yield: https://www.dynamicyield.com/

           

Dynamic Yield is a technology company that was founded in 2011. Currently Dynamic Yield is huge by large brands such as Ikea, PacSun, Under Armor and Urban Outfitters. The company specializes in customer segmentation and provides customers an advanced customer segmentation engine. The engine is able to gather insights from a variety of data-points, such as psychographic and purchase behaviors, on-site interactions and geo-specific events that relate to their customer’s business. With this data, the AI -customer segmentation engine can more accurately match consumers with products and services that are relevant to their demands. While doing this, Dynamic Yields’ also is able to clearly define customer segments that should be included or not in their customer’s marketing campaigns.

Vidora: https://www.vidora.com/

Vidora is a technology company founded in 2013 known for its product Cortex. Cortex is an AI-system that provides a fully automated platform for Marketers to ask questions and gather data to optimize their business. Cortex also is able predict the churn rate of your market segments and identify the amount and type of engagement needed to sustain certain segments. Cortex does this by gathering consumer data and then building a new model that is tested on customers. Not only, does Cortex help further engage with long-churn customers but also recognize disengaged segments that may be moving to a competitor.