It is no coincidence that Artificial Intelligence and Machine Learning are used or will be used for such technologies that will define how the real future of many industries.
However, one can not and should not talk about the future, but of the present. In the field of communication and marketing, a lot of algorithm-based tools can be used daily, which can suggest the best thing to do, lighten up the work, or be able to help us in more basic tasks, writing a message in the best possible way. Think also of customer care services, which in many cases consist of real chatbots that can answer many different questions or needs.
The artificial intelligence has come to our lives for some time now, even outside the scope of work, if you think of apps that we listen to music, play online, or allow us to get in touch with our friends. The Machine Learning algorithms that can provide us the best user experience we may want, according to our needs.
We discover together 8 typical activities in the industry where artificial intelligence is used, sometimes even without realizing it.
# 1 Search Engines
For example, Google uses a system governed by the AI called RankBrain to try to figure out what the user wants when he has asked a question or an affirmation with which the search engine is not very familiar. Through machine learning, RankBrain is able to interpret words and phrases that Google has never had to do, using expressions that have a similar meaning.
# 2 Programmatic Advertising
For Programmatic Advertising is computerized advertising. In a nutshell, technology can buy autonomously online advertising space. They consist of software specializing in the purchase of banners and other digital forms of advertising that buy online advertising space on different sites and platforms. This is done based on factors such as a user’s demographic information, his online behavior, and the content he is looking at when the ad appears.
This type of technology is able to act independently without the activity being managed by a marketing agency. In this way, the AI-based software can optimize monetization of online campaigns based on real-time results, as well as some tips on what type of ads to deliver.
# 3 In-image Advertising
When it comes to In-image advertising, it is a form of advertising where specific images or photographs on websites are matched to their advertisements.
Based on a machine learning algorithm called neural network, characterized by a series of mathematical functions that handle information similar to the human brain, some technologies can identify all types of objects, people, colors, logos, and more still present in an image.
In this way, the software can place a suitable advertisement for each image. For example, a parent can see a child-specific ad on a laptop computer inside a photo depicting a school.
# 4 Consumer Profiling
Branding your customers’ profiles, brands use data analysis to divide consumers into different groups, based on their demographic information, past purchases, offline behaviors, and online search history.
By using software that uses artificial intelligence, you can predict some data and identify when something special happens to consumers. By analyzing some online behaviors and purchases, it is possible to understand when a woman is about to have a baby, being able to guide her in purchases that best meet her needs.
# 5 Sports Sponsorships
The previously mentioned neural networks can also help the various brands to get a lot of useful information about which sponsorships in stadiums or palaces are really valid. By identifying at what times a company’s logo appears on screen during a live broadcast, this type of technology informs the brand on how much time on the screen they actually get.
In this way, you can also calculate, the time that the logo passes on the screen, even to what is evident to the user. By comparing this data with the number of people watching the broadcast, you can also understand how much it would cost you to achieve the same result through television ads, streaming platforms, or social networks, gaining good comparisons for your marketing strategy.
# 6 Lead Nurturing
The lead nurturing is nothing but the communication activities carried out by when it is applied a first contact request from a consumer until you actually purchase a product.
Consumers expect personalized and multi-channel communication, so that a relationship with a brand is created, which has the task of transmitting customer confidence. The purpose of this activity is of course to dialogue and convince the potential customer to prefer their own company and its products compared to those of the competition.
Artificial intelligence is also present in these activities: there are many “digital commuters” that can entertain conversations with potential business customers, thus gaining contact information, promoting their products, and freeing customers of no time concerned. Without using people within your sales team, the consumer will just feel like talking to a human.
# 7 Product Marketing
Have an Amazon account that shows “Customers who viewed this item also viewed:”? This service uses artificial intelligence to advise the best products to customers. The main e-commerce sites use software that can connect consumers with similar tastes.
If Filippo and Luigi bought the same five products in September, there is a good chance that Filippo will be interested in the first product Luigi bought in October.
# 8 Dynamic pricing
To respond flexibly to market demands, one of the techniques used by online sellers is dynamic pricing, which allows you to change the prices of your products in real time.
This technique uses machine learning to set the best price on the basis of what price they were willing to pay consumers in the past for a specific product type. In a nutshell, algorithms study the moments you buy and how much you have spent on buying; That’s why transport prices vary based on when you buy your ticket.