In the last few years artificial intelligence has become a hot topic, but this once far-fetched discussion has been brewing for nearly a 100 years now. The space-race of the mid twentieth century saw an explosion of new AI centred science-fiction writing with films like Back To The Future, Robocop and Terminator all being released within a space of three years. After more than half a billion people tuned in to watch us land on the moon, it was expected that humanity would have been true to it’s explorative nature and continued it’s endeavours in space until we move on to the next logical step in the 21st century: artificial intelligence. After all, intelligence’s such as HAL 9000’s were dreamt of a year in 1968! The applications of artificial intelligence were endless. The above films I mentioned were set in 2015, 2043 and 2029 respectively. People really thought that we would be living in a world fueled by antibiotic relationships with time travelling synthetic super life forms. Oh, how wrong they were.
The depiction of artificial intelligence as glorified aliens may have been off by a few beats and although we don’t yet have the privilege of living alongside Spocks improving our quality of life a thousand-fold, or being terrorised by T8000’s, we are, nevertheless, on the brink of an AI revolution. The advent of companies such as Boston Dynamics, Tesla and DeepMind is promising a seemingly seamless symbiotic relationship with humans. Seemingly. It is still only the first, initial stages into this new world, and Rome was not built in a day. So, for now the consumer will have to tolerate crude robots such as Alexa and AlphaZero being more of a pointless nuisance than entertaining and helpful.
The Applications of Artificial Intelligence
Although the public may have drawn the short straw, AI is creating waves among many industries. One of the most affected being digital marketing. Customer experience is focal to creating successful digital marketing strategies and with all new ways to collate data, analyse and learn from it, marketers will be able to tailor campaigns for clients better than ever. The more relevant the content is to the targeted user(s), the more likely it is that an impression translates into a click. And as all marketers are aware, the higher the CTR (click-through-rate), the higher the potential for success for your business.
I mentioned Alexa above being not very intelligent for an AI, but it is still being bought and used and this application of artificial intelligence is the start of a new cash cow for marketers. Voice search now compromises 27% of all mobile internet searches and a whopping one third of the internet say they are interested in buying voice-controlled AI assistants.
With it being such a new system, the metrics for how well voice search translates into sales or traffic is still unknown, and that is exactly where artificial intelligence helps. It will scour data many, many times faster than its’ human counterpart and, more importantly, much more accurately. This will open up the potential for marketers to target a wider area, such as voice search.
But it doesn’t stop there. Artificial intelligence will not be restricted to seeing your target audience’s data during their sessions on your sites but will be able to analyse all there data across all sites and report back to you. Once the data is gathered you will be able to use it to target users who before AI, you may have thought would not have provided a good ROI, but now have become potential consumers.
One big thing we need to remember is that artificial intelligence is self-learning. Even when it isn’t gathering consumer data, tailoring experiences for users or reporting back to you with precise data, it is improving itself. And although human marketers are also always learning and improving, AI isn’t limited by the sleep, hunger or training days. 24 hours a day, 7 days a week, your artificial intelligence software will be rifting through data in the background and improving at a rate unparalleled by humans.
The future may not be flying cars or killer robots, but the future is still very exciting. At least for marketers. With robots set to replace 1 in 3 jobs over the next 20 years, digital marketers can rest easy at night knowing that the artificial intelligence of tomorrow won’t be working for them or above them but with them, hand in proverbial hand. And who knows, if we keep developing our technologies, we may still get our personal Spock yet.