Updated: Oct 21, 2019
Recently, artificial intelligence (AI) has become a prevalent management and marketing topic due to A.I.'s headlining of the news, along with the achievements of subsequent levels of advanced technologies, its increase in coverage, and applicability.
The strength of AI lies in the spectrum of its different data formats: A.I. processes text, image and sound, giving them meaning and use for analysis.
A.I. is moving beyond the traditional area of engineers, IT specialists, or analysts and is increasingly entering the field of management and marketing. Data on consumers, big data systems, and mobile devices available on the network make AI a marketing ally. Databases are widely used, ranging from consumer needs research, market analysis, knowledge about potential buyer and competition, through activities using various communication or distribution channels, including measuring the effects of the chosen strategy. Marketing is becoming a natural
beneficiary of the evolving information technology.
Areas of A.I. applications in Marketing:
Text processing technologies
Using a virtual assistant as a guide in a shopping center
GPS navigation, aside from showing the route, suggests attractive places in the area or on the route to the destination
Development and introduction of new beer recipes and introduction of changes to existing products thanks to information collected by chatbot
Development of a marketing campaign introducing a new car - Toyota Mirai. On the basis of a selected target group, computers analyzed texts and videos from YouTube to teach the machine the preferred style of the potential recipient. Then, through multiple iterations, the first creative advertising campaign was developed and the final ad texts were accepted by the team. The result was almost a thousand spots precisely tailored to the profile of Facebook customer
Voice processing technologies
Voice ordering via Amazon Alexa device or app
Virtual assistants supporting the implementation of tasks (Siri, Google Home, Cortana)
Autonomous robots & vehicles
Automated stores like Ford & Alibaba, Amazon Go, Zaitt Brasil
A robot used to check the stocking of store shelves and the correct positioning of the product. Information about deficiencies or incorrect distribution is sent to the service, who takes the time to deal with reported irregularities
An autonomous store offering basic and fresh products and magazines, moving around the warehouse on its own to replenish inventory. The store was tested in Shanghai
Image recognition & processing technology
Face recognition as a way of making payments at KFC
Analyzing the condition of facial skin, and then individually adjusting cream composition based on studying the presented photo and data containing information about current weather conditions
Photo as a medium for searching items on the Internet. In addition to results in the form of identical items, the search engine presents similar or complementary results
Creating a uniform customer history, regardless of purchased and used products, combining customer data from each area of the company
Synchronization of customer data from various possible points of contact with the brand (social media, website, email, phone call). All contacts are aggregated and presented in one place to provide a better level of service
The use of the client's face photo for individual selection of color cosmetics during online shopping
Electronic mirrors in a clothing store, matching the collection to the look, style and customer preferences
Identification of clients before starting video-consultation, by comparing the video image with the customer's previously provided photo
Built-in ML mechanisms allow you to automate image framing in accordance with brand requirements and communication channels
Developing an individual budgeting plan, thanks to the analysis of cash available in the account, inflows, amount of expenses and the method of spending. Comparing the financial behavior of the user and the given community, the application develops a tailored saving program for the person's capabilities
Recommendations for new products
A platform for managing marketing campaigns on the Internet. In the first weeks, AI learns the specifics of a given company, then, based on data analysis, creates recommendations for the strategy of the campaign
Take-away for Marketing
AI as a field is developing very dynamically and continuously, and the effects so far have changed our way of functioning today.
The future of marketing will also be marked by the huge role of using algorithms leveraging artificial intelligence. It will be based on mass, optimal and almost automatic (based on available data) answering signals coming from the market.
One of the tools that is becoming more widely available and used is Chatbot, which allows you to automate communication in social media. Thanks to this, you gain a significant reduction in the employment costs of e.g. customer service specialists.
Artificial intelligence will support decision-making processes both on the organization's and client's side, triggering a number of organizational and management consequences that will require empirical research and in-depth analyzes. Embrace and leverage the applications of A.I. which are enhancing the domain of marketing.