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Three Ways To Leverage AI And Keep Pace With The Future Of Digital Marketing Posted on : Apr 19 - 2019

From personal assistants to legal counsel on parking fines, artificial intelligence (AI) and machine learning (ML) have established their potential as disruptive technology that will alter industries.

With each passing day, further discoveries enable AI to become more sophisticated and viable in our world. Naturally, like all things digital, AI has had a profound impact on digital marketing as well. From Google’s RankBrain search engine algorithm to Amazon’s personalized recommendations, it is powering the world’s leading organizations and changing the face of the modern digital marketing landscape.

Currently, I work as senior vice president of marketing at CUJO AI, an AI-driven network security and intelligence company. We are in a prime position to witness how machine learning can shake up a whole industry. Our algorithms help to classify and protect gigantic amounts of data and cover more than 325 million devices in the United States.

This kind of scale would not be possible if we didn’t combine human intelligence and ML algorithms -- there is just too much data generated every day, and human analysts cannot analyze it all. Utilizing machine learning for this helps us to protect millions of homes in real time.

Years ago, computers were powerful enough to compute huge volumes of data, but they lacked the ability to identify market trends and “think” about how the data can be utilized effectively. This is where AI distinguishes itself. It combines the computational strength of a machine with the cognitive ability of a human to not only work out monotonous processes in the blink of an eye but to also expand computed data to adapt to a given scenario or identify marketing trends.

As more brands and marketers are choosing to leverage the speed and automation afforded by AI to preserve resources and save time, there are several trends to pay attention to.

Chatbots

Chatbots have come a long way from the days of the witty robots we looked to for entertainment purposes, and usage is expected to soar (subscription required) between now and 2025. With chatbots, businesses can provide round-the-clock engagement for their users in a conversational way. From your website or application, all the way to your Facebook page, chatbots can be added anywhere and everywhere.

I am seeing businesses continue to realize the untapped commercial aspect of chatbots, and I am confident this will continue. For example, a brand could leverage this tool to assure consumers get the best travel packages or dish out customized recipes for their users.

It’s essential to remember that chatbots cannot solve complex queries yet. While they can definitely be a valuable element of the automation process, they cannot -- and should not -- become a tool to distance yourself from your consumers. There is nothing worse than trying to get a personalized answer and receiving a generic, irrelevant bit of information from a bot. The secret here is to define at which point a human customer support agent should step in and save the day. View More