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, artificial intelligence consists of 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 an intelligent way.

Today, artificial intelligence is at the base of a lot of digital transformations. Companies and brands exploit the chosen 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 a thrilling time 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 artificial intelligence to interact with clients? Here are three amazing applications of artificial intelligence that are accelerating the evolution of 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 human contact. Chatbots are an example of how artificial intelligence can enrich the user experience; perfectly suited for the new demands of the brands, which must create contents to entertain a daily conversation. In fact, the tool doesn’t just constitute 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 soon become a multi-dimensional system of communication that includes 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, 2D and 3D images, video, etc.) elements calculated by a computer system in real time. Because of its nature, it is a technology that is applied both to visual, tactile or auditory perception; this makes it useful for a lot of applications in various fields such as video games, cinema and 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 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 so that they take an active part and participates in the communication strategy. In addition to brand loyalty, artificial intelligence enables you 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 you to anticipate clients’ behaviours based on data forecasts and probability of result.

The predictive character is based on the techniques of datamining (the individualization of information through extrapolation from data banks) that allows us 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 content marketing and 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 addressable tv, the technology that allows you to transmit targeted ads, conceived for a determined cluster. It is the case of Sky AdSmart, which introduces the first type of targeted television advertisement in Italy, and it allows us 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 the background among our daily activities. Suffice it to say that 80% of content on internet are visual. Social media is 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 help of AI can be exploited to understand demographic details such as age, sex, and also geographical data about a products’ consumption.

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

Thanks to deep learning technology, Amazon Rekognition can recognize faces, expressions and emotions and identify objects.
This service has quickly become essential for institutions such as Pinterest, which are 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 an image can regulate 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 a smart 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 entire competition for the future.

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

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