How AI Is Transforming Advertising
Artificial Intelligence (AI) gives computers the ability to emulate human functions. Using sophisticated technologies, AI automates basic human tasks. It helps computers see, hear, think, and learn. A self-driving car incorporates AI, as do the increasing number of intelligent assistants popping up today, including Apple’s Siri, Amazon’s Alexa, and IBM’s Watson.
But how does AI work in advertising applications? AI’s primary business goals are two-fold: enhance the customer experience and uncover new sales opportunities. In fact, Gartner predicts by 2020 85% of all customer service interactions will take place without a human.
When it comes to advertising investments, companies want to find out everything about their target audience and then create an engaging, customized campaign that will encourage target customers to act. AI helps collect and analyze massive amounts of data. But, it also affects advertising in a more impactful way.
Consider Watson Ads. Earlier this year, Toyota introduced the Prius Prime, a new plug-in hybrid model. This advertising format allows users to conduct an intelligent, two-way conversation with a brand. Customers can ask about a wide range of topics related to the Prius Prime, such as what features the new model offers.
Although only a handful of consumer brands have used Watson Ads so far, use of AI platforms for advertising will expand considerably in the coming years. AI platforms like Watson Ads engage and educate customers, answer questions, share information, and guide purchase decision-making. They also collect actionable data that provides insights into customer preferences and trends.
A Huge Opportunity for Marketing
Any application with hands-on processes presents a potential opportunity for AI:
· Tapping into Large Data Sets – You undoubtedly collect a significant amount of data from customer connections with your business. Sales, service, marketing campaign, and website data tell you how someone interacts with your company. But wouldn’t you like to know more about your customers and prospects, like their behavior outside your contacts with them? AI can help you get a complete picture by capturing online data from blogs, social media, news, databases, and other sources.
· Finding Your Dream Customers – AI can help you uncover customers who will provide the most value to your business. It can analyze the attributes of ideal customers and help you find prospects with those same qualities. But AI takes this process a step further. It can also give you valuable information about prospect potential, such as which firms are making investments related to your business.
· Eliminating Spam through Hyper-Personalization – Receiving tons of generic messages across a variety of channels causes people to tune out. AI gets rid of generalizations and helps you personalize your conversations. Regardless of the audience size, AI can conduct a unique conversation with each member whether in ad copy, emails, or website content. AI lets you collect better buyer information so you can tailor your messages.
· Developing Engaging Advertising Campaigns – Other companies will follow the Toyota Prius Prime example and use AI platforms like Watson Ads. AI can provide a direct link to very tailored information the customer needs to make a purchase decision. Your target audience members can avoid sifting through a bunch of information that has no relevance to them. AI can answer exact questions and share the information each buyer will find most useful at the appropriate time.
In the coming years, AI will drastically transform how people live and work, and will forever change how people consume information and make purchasing decisions.
Visit our website at KEOMarketing.com to learn more about integrating a business-to-business (B2B) success system.