The Future Isn’t AI, It’s Already Here

Author: GumGum

October 24, 2017

This post was contributed and sponsored by GumGum.

Artificial intelligence (AI) is certainly a hot topic right now, as evidenced by the steady drumbeat of stories and reports on how it is reshaping our economy and our approach to work. In fact, 68% of CMOs said that their company is currently selling, using or planning for business in the AI era, as reported by The American Marketing Association.

It’s quietly become a major player in the world economy, and its influence will only increase in the coming years. Marketers are committed to adopting multiple AI disciplines for their organization. Here, we share several ways AI will potentially impact marketers and marketing organizations:

AI will greatly help marketers identify trends in big data.

AI is eminently suitable to crunching through massive datasets, looking for that perfect knowledge. This will be a huge step forward for marketer kind. And through the power of natural language generation, AI will be able to sift through the data, and generate insights in plain English for the marketer.

Another key use case: Creating content on the fly.

Neural networks can already reason and act with human creativity. These programs already allow news organizations to create stories based on facts. It’s easy to imagine the world where chatbots speak with every customer across all of a brand’s touchpoints, picking up differences in demographics and regional preferences to engage in two-way conversations.

Chatbots will also be used to deliver just-in-time customer service and sales support.

Tapping into the insight generated from the collective interactions across an entire customer base, chatbots will bring a level of experience not humanly possible. Unlike humans, a chatbot never forgets, and that huge body of knowledge will always be available at any moment to help a customer.

At the dawn of the AI era, the special will become mundane.

Tasks that typically require marketers to call in an army of data consultants—such as determining the impact of a TV campaign on actual viewers—will be greatly automated. Consequently, instead of just selecting a few shows for analysis, all shows will be routinely analyzed.

The impossible will become possible.

Let’s say you’re an online retailer and you want to rewrite your entire product catalog in your brand voice. Natural language generation technologies will allow you to do so in a relatively short timeframe. In addition to improving your Google search rankings, your copywriters will thank you.

Finally, and most importantly, the demands on the marketer will increase, even though AI is supposed to make things easier.

As we get closer to perfect knowledge, marketers will want to use it in everything we do. That means retailers will want a unique pricing strategy for every product in their catalogs; CMO’s will want offline sales analysis for every online ad campaign, regardless of size; and product marketers will look to every customer care issue raised when planning the product roadmap.

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We offer one additional proof point here: If you’re in the digital advertising ecosystem, you’ve already witnessed a ton of AI-powered automation. Are you less busy than you were 10 years ago? Check out our It’s an AI AI AI AI World guide for additional insight, and learn how in many ways marketers have become experts in it without even knowing it yet.