Artificial intelligence is arguably one of the most talked about technologies today. Despite the increased buzz around this form of technology, its intricate details are often unreported, misunderstood or even lost. Artificial intelligence is a general term that encompasses all types of technology that allow machines to mimic the intelligence of human beings including the ability to comprehend human speech, solve problems and respond to the surroundings.
Artificial intelligence includes several subsets such as deep learning and machine learning. They entail machines training themselves and experience-based learning respectively. The advertising and digital marketing spaces are some of the key areas that are largely implementing and developing this type of technology. In fact, the spending on digital advertising has trumped the cost of TV advertising since the close of 2016. This situation helps explain why marketers ought to invest more in digital marketing. The following are some of the three trends that best showcase the functions of artificial intelligence in digital marketing as follows:
- Image Recognition
Image recognition is by far one of the most exciting trends in AI. Today computers can recognize simple scenarios and objects. Despite these abilities being less superior to human vision, they continue to facilitate vital technological advancements. Brands like Pinterest utilize object recognition to spot products that feature in pins that are pinned, re-pinned or liked by users. In turn, they use the same technology to not only promote pins but also recommend relevant ads and pins to individual users.
- Ad Personification
Digital marketers should look out for ad personification as one of the significant elements of digital advertising. It has channels that enable better targeting of the audience based on online behavior, interests, and demographics. Nevertheless, certain aspects such as gathering, evaluating and interpreting the massive amount of audience data are essential for effective ad personalization. Thanks to AI technologies, marketers and brands can easily automate some of these processes such as analysis and collection of data.
Bots entail programs that function independently. They help to showcase the growing functions of artificial intelligence in digital marketing. The Chabot is one of the renowned types of bot that can utilize human language to converse with human beings. According to Satya Nadella, the CEO of Microsoft, bots have become the new applications. Currently, bots are being utilized to forecast the popularity and success of social media posts. For instance, The New York Times leveraged an intelligent bot dubbed Blossom to predict how blogposts and article perform on social.