We live in an era where new technologies are playing an increasingly important role, especially in the business world. It seems that companies that are not adapting to this new technological revolution will soon disappear. Artificial intelligence is changing the business world, especially in the field of marketing. Recently, the concept of artificial intelligence has become very popular. But do we really know what it is?
Simply put, Artificial Intelligence is a machine that begins to think for itself, that can reason, learn, or even empathize. Its goal is to make human life easier, by simplifying our daily tasks and helping us to be more productive.
Artificial intelligence has had several uses in marketing, taking on tasks that previously required a lot of effort and time. Marketers can now focus on managing activities for which they did not have the time before. Let’s see how we can use it.
1) Market analysis
Artificial intelligence can do market analysis, especially for consumers, for us. You can accumulate data, create Big Data and instantly get all the information you need. In this way, we can easily segment the market, know the habits of consumers, predict what needs and when they will appear. This will give them the products they really want and just in time when they need it. They will also be able to predict sales, which will make it easier to choose the product on which to invest more advertising.
2) Content generation
Artificial intelligence can generate reports or informative notes, or send automatic email. We will surely be able to read a whole newspaper created by a robot in the future.
Besides text content, artificial intelligence can do other incredible things. One of the most useful is to create recommendations. As we mentioned earlier, he studies consumer behavior and knows them very well. Thus, the typical recommendations of “if you liked product X, you will also be interested in product Y” will be much more precise and effective. And not only for e-commerce, but also in streaming apps, you can recommend movies, series, or songs to users based on their tastes or even their moods.
3) Call Center software
In the case of call center software, artificial intelligence has played an important role in saving customers and workers valuable time. Artificial intelligence allows calls to be transcribed in any language. This feature allows you to better control the work of your company. In addition to forwarding calls by extension according to established priorities, another attractive option for call centers is that, thanks to new technologies, it can be accessed from any location or device with only the need to be connected to the network.
Although artificial intelligence has been successfully integrated into the call center, it is still important to have someone on the other side of the wire who enables a closer transaction.
4) Changes in the form of information retrieval
Previously, to find the information we were interested in, the best way to do this was to search on Google. It was hard to imagine that this system could be replaced by another. Indeed, Artificial Intelligence has succeeded in achieving this objective thanks to voice assistants such as Siri or Cortana. These have completely changed the search and SEO mode. People no longer search for information with short keywords, but use whole sentences. For example, if someone searches for a restaurant, they will no longer search for ” restaurants nearby” , But ” Where is a restaurant near me?“.
A chatbot is software that simulates a conversation with the user, as if it were a real person. This is the future of customer service. So when your customer has questions about a product, you can use chat to answer them. Over time, the Chatbot will learn what consumers’ tastes and preferences are. This will allow them to offer them the most personalized and effective assistance.
Many major failures in the scientific community have been due to the lack of success in the practical application of innovations which initially raised great hopes.
Such a situation can occur with Artificial Intelligence if its rate of production and development does not adapt to the process of assimilation and adaptation of society. This adaptation must take place before the incorporation of robots in industry and daily tasks.
Often, tech companies are too focused on innovation and development. They may even forget or underestimate the importance of society accepting new models. This can condemn artificial intelligence to failure.
Artificial intelligence poses a series of questions and problems that can hinder its insertion. Some of these concerns are:
- The destruction of jobs: the labor market can be greatly affected by the integration of artificial intelligence, as many tasks currently performed by multiple humans can be performed more efficiently by a single robot;
- Control : In fiction, we have often seen robots come to life and stop obeying the orders of their creators to the point of posing a threat to the human race. Facebook recently had to deactivate one of its artificial intelligence projects because it had developed its own language. Therefore, it is worth analyzing and assessing the extent to which it is prudent to develop impact analysis;
- Lack of personal treatment: most of it is a cultural factor, some countries appreciate it more, while for others it is not as relevant a factor. For a large part of the world population, the personal treatment when creating commercial relations, the conclusion of contracts, the service in a bar or simply a personal treatment in the supermarket constitute an added value. Sometimes essential for loyalty.
Despite these questions, that doesn’t mean we have to stop innovation. You just have to adapt it to the circumstances and implement it gradually.