We talked with industry experts, MarTech vendors and strategic suppliers to find out how Artificial Intelligence has already been implemented in marketing and how you can prepare to take advantage of it. Artificial Intelligence (AI) is the watchword of 2018 and is rapidly reaching the vertiginous heights of ‘Cloud computing’ and Big data’. Like the revolutionary technologies that preceded it, the marketing implications of AI are wide-ranging.
All of MarTech's leading suppliers are rapidly adding to its AI arsenal: from the IBM Watson cognitive computing platform to Einstein Salesforce, Oracle Adaptive Intelligence, Sensei Adobe and the Adaptive Engagement Marketo platform. In the same way, there are many startups entering this space: Complexica, Sentient, Ampsy and Conversica, to name but a few.
During the recent digital marketing summits of Oracle and Marketo in the United States, UO’s CMO listened to and spoke with various actors in the field about what really suited the term 'AI'; the ramifications in the functioning of marketing; and more importantly, how Artificial Intelligence could change consumer buying and participation behaviour.
Here, we provide a snapshot of some basics you should know now about AI and where it's going.
AI can help a brand adapt its marketing to a potential customer or client in real time; access data on a scale, in a less stressful way; and optimise the business to be more prosperous. “Regardless of the current situation, AI applications require a partnership between people and systems”, said Berkowitz.
"Choose associations that make sense to you".
In fact, many argue that AI is now only advanced or smarter automation. This is certainly the view of the Vice President of Oracle Customer Success Marketing Cloud, APAC, Paolo Croce (CMO), who met to discuss the implications of AI during the summit.
Thanks to the construction of the MarTech execution stack, marketing specialists now have an end-to-end execution engine, which simplifies the application of Artificial Intelligence, he said. AI for marketing could not exist without two central things: the data and the implementation framework.
The last two decades have been about building that ecosystem. To date, not many other sectors have installed these platforms, so AI can be applied today. Once the MarTech software companies realised that AI could be applied, it became obvious that this would be an improvement.
“What AI needs to work is data, content and a delivery framework”, said Cross.
"In the last five years, we’ve also incorporated all types of data, including behavioural, geo-location, transactional data and have incorporated them into one person, so we can better optimise the content.”
The Vice President of Products for the Oracle group, Steve Krause, has agreed that the user case for Artificial Intelligence in marketing is already t...: to unite the right offer with the right person. “Oracle's approach to Artificial Intelligence is, first and foremost, making processes smarter behind the scenes, such as creative formatting. The second goal is to launch systems like Adaptive Smart Deals, which help the end user to enjoy better marketing,” he said.
"In the world of AI, we have combined Artificial Intelligence with additional data to get the solution of one plus one equals three".
Artificial Intelligence Is Used Widely
Furthermore, other technology marketing vendors - such as Emarsys, Marketo, Salesforce and Adobe - are reorganising their platforms to support IA processing, so as to help billions of data points used to improve the way brands interact with and respond to customers.
For example, Marketo's initial approach suggests that AI can be activated as a light switch to assist the physical provider. The way in which the marketing automation distributor is developing IA's ability is to power what it calls its ‘Adaptive Commitment’ platform.
"With the push of a button, I can decide if I want to adapt the content, the channel and the cadence. Then, the adaptive engine will select the best content to send in the right cadence and the channel that best suits the audience”, said Cheryl Chavez (Product Manager and VP of the Marketo Group) at the recent summit of the provider's Marketing Nation.
According to experts managing hosting with Freeparking, marketing is not the only service provided by AI. They also added that by the year 2020, 50% of companies will use cognitive computing in their applications. Artificial Intelligence is used in the research of corporate and consumer products and services, whilst also facilitating industrial and functional applications.
AI Will Manifest Itself Initially As 'Buttons'
Over the coming years, Artificial Intelligence will serve as a tool to help segmentation models optimise on the basis of predetermined criteria, specified by marketing function.
Ultimately, AI could be available as a utility button for many different types of suppliers, but this does not mean that marketers understand all the underlying assumptions and data groups that are used to define the model.
Artificial Intelligence Requires Many Ingredients - Above All, Good Data
"One component of Artificial Intelligence is training the system and receiving good data and signals. The marketer can reap the benefits from a system that is not only intelligent from an algorithmic point of view, but also with respect to its data sources” said Krause of Oracle.
According to experts, access to public and related data is fast becoming a uniform playing, field thanks to the likes of Facebook and the increase in digital connectivity. What will eventually win the trademark war back to creativity and content again, they said.
It's about the quality of the message, which is driven in turn by the quality of the content. However, building the brand is no different, because this is what determines the way the message is conveyed.
AI Will Also Transform Consumer Behaviour
What could be more interesting is how AI will invade the consumer flank of the product communication balance. This is expected to materialise through robots on the purchasing side.
Using AI, robots will undertake preliminary research, looking for offers, information and specifications. This has huge implications for advertisers. So, think about the content you publish; it may not be consumed initially by a human being, but a bot. Subsequently, if the robot likes your content and it meets the relevant criteria, you‘ll pass the test. Note that bots pay attention to offers and can deactivate them.
Therefore, the process will no longer be passive, but active, constantly looking for new and refreshing things according to our definition and necessity. In conclusion, combining this with IoT (Internet of Things), everything becomes an IT environment: our homes, vehicles, workplaces, shops and more.