Understanding Artificial Intelligence

Artificial Intelligence

Understanding Artificial Intelligence
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What is Artificial Intelligence?

The concept of artificial intelligence has been discussed in literature, philosophy and science for hundreds of years. Artificial intelligence is a term primarily used in Computer Science to describe intelligence demonstrated by machines. AI is generally contrasted with human intelligence, comparing our ability to learn and reason to that of a machine brain. Computer scientists can use tasks such as speech recognition, language translation, visual perception and many more to evaluate the true “intelligence” of a machine brain and determine its capabilities. The potential for AI is vast and we are just starting to tap into its potential to make our everyday life easier.

Artificial Intelligence in Marketing

All of us use the internet in our daily lives, and this has revolutionized the way that companies market to their customers. Using AI, companies can leverage machine data to anticipate customer buying behaviors. Data is being collected each time we use computers, providing companies with vast caches of data that they can use to better understand their customers. Known colloquially as “big data,” corporations and producers can better identify and cater to their target audience.

The use of artificial intelligence provides marketers with a unique opportunity to create the most effective and streamlined marketing campaign while spending far less than they would on traditional marketing campaigns. Using AI, or more specifically machine learning, marketers gain a deeper understanding of consumers and develop campaigns to reach audiences at the right time and in the right fashion to best promote buying behaviors. Ever feel like you’ve seen an advertisement for something you just thought of? AI may have predicted your behavior and created an ad campaign just for you.

Machine Learning

Machine learning is a subset of artificial intelligence. It is described as the way in which computers perform specific tasks without the help of explicit instructions. Computers use inference and pattern analysis to devise plans and routes to reach their objective. In the marketing sphere, this means that machine learning leads to computers being able to predict data clusters and common occurrences in consumer behavior. This allows for marketers to more effectively predict what a consumer is looking for and create highly specialized content that targets individual consumers. Companies and producers know what you want, even without you directly telling them.

Machine learning also can be used to help identify trends from large quantities of data. Computers can sort through millions of bytes of data and extrapolate trends rapidly, a process that would take humans years to complete. The inferred trends then provide marketers with evidence of what is working and what isn’t, allowing them to make changes as needed. In the past, this type of analysis was extremely time consuming and was nowhere near as comprehensive. Today, you can access every statistic under the sun in just a few seconds of searching thanks to machine learning.

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Image of Smart Speaker on Desk - Field 1 Post Digital Marketing Services

Machine Learning

Machine learning is a subset of artificial intelligence. It is described as the way in which computers perform specific tasks without the help of explicit instructions. Computers use inference and pattern analysis to devise plans and routes to reach their objective. In the marketing sphere, this means that machine learning leads to computers being able to predict data clusters and common occurrences in consumer behavior. This allows for marketers to more effectively predict what a consumer is looking for and create highly specialized content that targets individual consumers. Companies and producers know what you want, even without you directly telling them.

Machine learning also can be used to help identify trends from large quantities of data. Computers can sort through millions of bytes of data and extrapolate trends rapidly, a process that would take humans years to complete. The inferred trends then provide marketers with evidence of what is working and what isn’t, allowing them to make changes as needed. In the past, this type of analysis was extremely time consuming and was nowhere near as comprehensive. Today, you can access every statistic under the sun in just a few seconds of searching thanks to machine learning.

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Big Data

The term “big data” refers to the field of evaluating statistics and information that is far too large to be analyzed by traditional data processing software. With the use of machine learning and artificial intelligence, this task can be accomplished more efficiently. Vast amounts of useful analytics are delivered to the computer screens of marketers with little manual work. Big data is the product of the ultra-connected world in which we live, where almost every device is constantly recording data and delivering analytics. The subject of this data collection is generally human behavior, as metrics and statistics can measure and display almost any facet of our daily lives. This includes where we spend our money, what we eat, our hobbies, how frequently we exercise, and even our political tendencies. This data is collected and processed using machine learning to create a digital snapshot of our lives. This type of data could be used to determine how to be happier, how to live longer or simply just simplify the little questions in life.

This technology is employed by many different industries and corporations, and entire departments are dedicated to the products of big data analysis. Social media sites track your likes, reposts and general activity to curate content that they send to your dashboard. They also use your activity and interactions to determine the best advertisements to place on your feed. Banking institutions utilize big data to track saving and investing habits as well as how you spend your money. This allows them to create personalized banking solutions and attract more customers while also improving customer retention. The healthcare industry uses big data to track trends in illnesses and medical emergencies, such as drug use. It can also predict patient inflow and allow hospitals and ERs to staff accordingly. Big data is the individual threads that weave the web in which we lead our online lives and is constantly growing with every keystroke.

What’s Next for Artificial Intelligence?

Machine learning, big data and artificial intelligence have been implemented in many diverse environments to serve a purpose. Companies are learning how to sell better, and hospitals are learning how to more effectively treat patients. The rise in artificial intelligence in recent years has no doubt changed the way in which marketers cater specific content to consumers. Given these techniques, the field of artificial intelligence has been able to provide a great deal of valuable information, specifically when it comes to user data.

This could just be the beginning for artificial intelligence.  Automation of tasks and greater understanding of machine learning could one day provide marketers with the ability to create entire marketing campaigns overnight by simply tasking a computer with that goal.  As technology and hardware becomes more advanced, so will artificial intelligence. This is truly just the beginning for the potential applications of AI and machine learning.