How Artificial Intelligence will change Digital Marketing

What is artificial intelligence?

Besides being one of the buzzwords of the moment and a good subject of science fiction, the artificial intelligence consists in the simulation of human learning. Then by extension, artificial intelligence designates, in the current language, the devices that imitate or replace humans in some cognitive functions. It’s a technology based on the interaction with the exterior and on the revision of the picked data, that are then used to solve tasks in a smart, intelligent way.

Today, artificial intelligence is at the base of a lot of digital transformations. Companies and brands exploit the picked data through this technology, to optimize the ROI allowing the creation of static models able to foretell, to anticipate the perturbations and also to recommend some actions.

We live in the thrilling moment in which Siri can be sarcastic and clever, Tesla cars are self-driving and Google AI can learn to play video games in a couple of hours. Artificial intelligence is revolutionizing the industries one by one.

Curious to know how to use the artificial intelligence to interact with the clients? Here are three amazing applications of artificial intelligence that are accelerating the evolution of the creative multichannel marketing:

  • Artificial Intelligence and User Experience;
  • Artificial Intelligence Marketing;
  • Video Assistant Referee VAR.

Artificial Intelligence and User Experience

Companies must face a new challenge: to humanize the digital relationship with the consumer, in a world of interfaces far from the human contact. The Chatbots are an example of how artificial intelligence can enrich the user experience; perfectly suited for the new demands of the brands, that must create contents to entertain a daily conversation. In fact, the tool doesn’t constitute only a point of contact but an occasion of conversation with the consumer.

Programmed to interact with the clients on the basis of all data they receive, chatbots will become soon a multi-dimensional system of communication that includes the vocal recognition and touch functions, in order to encourage a simple and direct interaction with the consumer. That’s the case of My Starbucks Barista that allows to order snacks and drinks through vocal messages or chat! That makes the contact between consumer and brand, easier and more engaging.

The augmented reality is an overlap of reality and digital (sound, images 2D, 3D, video, etc.) elements calculated by a computer system in real time. For its nature, it is a technology that is applied both to visual perception and tactile or auditory one; this makes it useful for a lot of applications in various fields such as video games, cinema, television. The increased reality is another aspect of  artificial intelligence that can be exploited in a creative way.

The multichannel campaign #GRIGLIAMOCISU of Burger King Italy has applied artificial intelligence to marketing to involve consumers. In fact, by scanning  the placemat or the receipt through the app, the user accesses to the games created for the worldcup and enters a prize and coupon draw.

Credits to Burger King

This mechanism guarantees the engagement of the user that takes an active part and participates in the communication strategy. In addition to brand loyalty, artificial intelligence enables to gain a type of brand engagement which is based on the concept of reciprocity; in fact a lasting relationship based on emotional components is established with the target

Artificial Intelligence Marketing

‘Predictive marketing’ is the whole ensemble of marketing devices that allows to anticipate clients’ behaviours based on data forecasts and probability of result.

The predictive character is based on the techniques of datamining (the information individualization through extrapolation from data banks) that allow to model a behaviour depending on data.

Every time a consumer surfs the internet, new data are produced and picked for the AI analysis. These data can reveal information as needs, behaviours and future actions. In practice, by lining up the strategy of the content marketing and the artificial intelligence it is possible to create personalized campaigns based on data such as clients’ searches, habits of purchase and interests.

Credits to Sky AdSmart

This principle is exploited with the adressable tv, the technology that allows to transmit targeted ads, conceived for a determined cluster. It is the case of Sky AdSmart, that introduces the first type of targeted television advertisement in Italy, and it allows to differentiate the advertising countries campaigns per cluster, identified on the basis of consumers’ information, type of subscription and depending on the geographical area.

Video Assistant Referee VAR

Artificial intelligence is already present in our lives, it works in background among our daily activities. Suffice it to say that the 80% of contents on internet are visual. The Social medias are an enormous source of images, and we can estimate that world population shares 3.25 billion photos a day. This great potential of information, with the AI can be exploited for understanding demographic details such as age, sex, and also geographical data about products’ consumption.

Artificial intelligence mines social media platforms, looking for photos to compare with wide data archives, in order to enable brands to identify contents which are similar to the ones they have on their social media accounts.

Thanks to the deep learning technology, Amazon Rekognition can recognize faces, expressions and emotions and identify objects.
Shortly, this service has become essential for institutions such as Pinterest, entirely based on the visuals; in other words, these are situations in which the control of images through Artificial Intelligence is fundamental.

This analysis can find applications in various fields. For instance, when it comes to the banking and financial sector, AI recognition of the image can payments and increase client safety.

The advantages of artificial intelligence applied to marketing

The Big Data revolution has intensified the research about how to process and analyse online data. Reinforced by an increasing interest in this field, artificial intelligence has developed to support an intelligent use of this enormous quantity of information, and to be dynamic in the relationship with consumers.

Thanks to the vast reach of social media and Big Data, more than ever we know consumers better!

Artificial intelligence and associated technologies bring brand and clients together; consumers will have a better understanding of the product, while brands will have a better understanding of consumers.

Artificial intelligence is an opportunity to be seized, if well articulated, it will be the base of the whole competitiveness for the future.

Being aligned with emergent technologies guarantees your brand a competitive advantage. If you want to know more about it, contact us!


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