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The robots are coming! (And you should invite them in.)

Oct 20, 2016 6:05:00 PM

63% of us are using artificial intelligence (AI) and don’t know it. You’d have missed that great new movie if Netflix hadn’t suggested it, and how much easier is it when Facebook tags your friends for you? And yes, those ads that appear online after you’ve done a search for something – also AI.

But before you panic about the world being taken over by robots, consider this: AI isn’t new. The term was coined in 1956 by a Dartmouth professor whose goal was to “make machines use language, form abstractions and concepts, solve the kinds of problems now reserved for humans, and improve themselves.”

Right now, AI is common in voice search, ecommerce, and customer service. As it grows, however, AI is poised to change nearly every part of marketing – in a good way.

In that vein, here are some key aspects you’ll need to know to be a successful marketer in an AI world.

  • Data mining – the process of computers discovering patterns within large data sets. (Amazon, for example, uses data mining to analyze customer data and offer product suggestions through their “customers who bought this item also bought...”)
  • Natural language processing – makes AI more sophisticated by enabling it to understand voice commands. (Voice searches, for example: the AI translates what it hears into text, executes the search using the text, finds the answer in text form, then formulates a sentence that it reads back to you in a human voice with human syntax.)
  • Semantic analysis – the study of stringing words into phrases, phrases into sentences, sentences into paragraphs, etc. and building language in the context of culture. (This is a current shortcoming of AI – most AI programs can’t pick up on context clues or understand figures of speech.)
  • Machine learning – the process of feeding data to an AI program to teach it to sort the information, learn and identify patterns, form conclusions, and generate predictions.

Imagine having a to-do list that prioritizes itself based on your work habits. Or an AI chatbot that handles simple customer service requests so you have time for the complex ones. These examples are just the beginning of how AI will affect the way marketers work.

For more info about AI, read this blog. (And this one, this one, and this one.)

How to Build a Remarkable Business by Focusing On the Total Customer Experience
Courtney Stallings
Written by Courtney Stallings

Courtney writes and edits content for Leading Results and their clients. She has been described as a Grammar Nazi and enjoys crafting writing with excellent spelling, punctuation, and grammar.

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