Artificial intelligence (AI) has been the latest buzzword in the tech world for quite some time. Now the marketing industry has jumped on trend also with plans to utilise the rapidly expanding technology.
Pfizer Australia are a prime example of a company adopting the new marketing and AI convergence trend. Pfizer has introduced artificial intelligence-based digital analytics tools in a bid to improve the pharmaceutical company’s data-driven sales and decision-making marketing. Similar to other multinational companies, Pfizer claims the software will “help to understand deterministic and non-deterministic factors presented in its business operations, as well as see how variables within different questions impact one another”.
While some companies are only slowly warming to the idea of implementing AI-powered digital analytics instruments, others cannot wait to utilise the new AI tools. One of the latest AI advancements was born at start-up Post Intelligence. Their specialist AI tool, titled ‘PI’, has the ability to track social trends and monitor and capture a user’s social media history in order to predict engagement (e.g., likes and shares), recommend content, learn what works, and even generate posts. With this technology now available, it is not hard to imagine that AI technology like ‘PI’ could soon become the new norm.
Startup Post Intelligence's Mascot
Tech giants such as multinational computer technology company Oracle are also engaging in AI-powered marketing. The company have unveiled AI-powered apps for cross-channel marketing, chatbots and for assistance in generating content that can be accessed from the Oracle cloud.
Microsoft, who has also been in the artificial intelligence game for a while now, believe that currently in every industry AI focus is centralised around mining data for useful, actionable insights and subtle intelligence. Furthermore the company believes that although it seems as though AI has only recently come on the scene, we have unknowingly been using the technology for a lot longer than we realise. Take a Word user for example who has been using Microsoft AI-based services like spell check and grammatical correction tools for years.
We’re sure most of you in the marketing industry have experienced the increasingly larger role data science has played within the industry in recent years - especially when it comes to decision-making processes and digital strategy. Within marketing practices, AI bots have now evolved to using a combination of algorithms on big data sets to help with data-driven decision-making. The technology can also now be utilised for a range of business needs such as; speech/language recognition software, Ad targeting, sales forecasting and data breach prevention.
According to HubSpot’s co-founder Brian Halligan, the use of AI in marketing will soon be in a league of its own. Halligan believes that the “marketing conversation” will soon become the human-machine conversation, as humans begin to lose touch within the conversation between businesses and their customers. He also predicts that all things in the future will be standardly automated such as self driving cars, self-operating supermarkets and of course, digital marketing.
HubSpot’s co-founder Brian Halligan
If you and your company are considering incorporating AI into your business or have any questions regarding any of the above, give us a call @ OnQue Digital on (02) 8572 4700 or email info@onque.com.au