Article

Alastair Bulger
Alastair Bulger 31 May 2017

Artificial Intelligence Meets Automation In The Marketing Mix Of The Future

There will be one major development in the coming few years that will help marketers truly realise the value of their data - the synthesis of Artificial Intelligence and automation. It’s likely you’ve heard of at least one in a marketing context, but it’s the joining of the two which will deliver the biggest impact.

The big data age is upon us, with recognition of its benefits and deployment both on the rise. In an era when consumer behaviour is always evolving, marketers and businesses need to pay attention to how new concepts and technologies are shaping the direction of the industry.

But in order to look forward, we first need to step back. Modern marketing and digital marketing are characterised by a proliferation of consumer data. But to some extent, we’ve only just scratched the surface. The challenge with big data is the sheer volume of it. Quite simply, there is too much information for any human to sensibly absorb, process and action. And although we have tools to assist us in these actions, we are limited by our own capability.

There will be one major development in the coming few years that will help marketers truly realise the value of their data - the synthesis of Artificial Intelligence and automation. It’s likely you’ve heard of at least one in a marketing context, but it’s the joining of the two which will deliver the biggest impact.

Think about Artificial Intelligence (AI) for starters. We may still be a few years away from the sort of fully functional AI you’d see in a science fiction film, however, building block technologies, such as natural language processing, machine learning and evolutionary algorithms, are already widespread, and growing in momentum.

Last year, Google’s AlphaGo beat the world’s top Go player in a game that is widely considered to be one of the most difficult to teach a computer to play. AI technologies are simply far superior to humans when it comes to processing and understanding vast data sets, and producing evidence supported data sets.

Automation will be the output of Artificial Intelligence. We’ve heard of the concept of ‘algorithmic automation’ (if you haven’t just think of everything from robot hoovers to real time media trading). Going forward, we can expect to see these algorithms - really just codified heuristics - replaced by AIs, making decisions based on larger, more complete sets of insights than any human could consider and allow for in any algorithm.

We can already see this happening with the increasing adoption and proliferation of artificial conversational entities, or chatbots. The ability to ask a computer a natural question (rather than contort it into Google-speak) and have it respond intelligently, betters the consumer experience. The ability of the chatbot to then act on any request automatically can drive significant operational efficiencies.

But this is just the start. AI and automation have some way to go before they realise their full potential. Getting there will require large, high-quality data sets, advanced technical skills, and most especially creative insight: the universal recipe for innovation.

It’s going to be a whirlwind journey. Make sure you’re ready for the ride.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Personalize Your Marketing Using 15 AI-Powered Prompts

Personalize Your Marketing Using 15 AI-Powered Prompts

Personalization has undoubtedly become one of the key elements that marketers shouldn’t ignore or underestimate any longer. With consumers increasingly expecting tailored experiences, the ability to customize...

Georges Fallah
Georges Fallah 30 May 2024
Read more
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
Craft the Winning Experience: A Deep Dive into Customer Experience (CX)

Craft the Winning Experience: A Deep Dive into Customer Experience (CX)

Understanding Customer Experience (CX) is crucial for business success. This blog explores CX, trending questions, and the Future of CX. Learn how to craft exceptional experiences that keep customers coming back for...

Sukhdev Singh
Sukhdev Singh 5 June 2024
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more
7 Reasons Why Social Media Marketing is Important For Your Business

7 Reasons Why Social Media Marketing is Important For Your Business

In the past two decades social media has become a crucial tool for marketers, enabling businesses to connect with potential customers. If your business has yet to embrace social media and you want to know why it is...

Sharron Nelson
Sharron Nelson 29 February 2024
Read more