Artificial Intelligence

AI as a core idea with a concentric avalanche effect

Artificial intelligence empowers technologies to solve specific tasks better than human beings can. Examples of this are facial recognition or automatic classification procedures. In the effort to gain the intelligence that this requires, machine learning comes into play. With this, a machine can train itself by processing large amounts of data and algorithms and performing tasks better and better.

If machine learning was to be implemented in a meaningful way, though, another technological revolution had to occur: deep learning. Thanks to its capacity for processing immense amounts of data, the neural network has now developed to the point that machines are more effective in performing image recognition tasks than the visual perception of humans. One practical area of application, for example, is MRI-based automatic tumor identification in medicine.

It is only thanks to deep learning that AI will experience a golden future of its own. That is because deep learning helps machines make the leap to practical areas of application, thus broadening the field of AI. Deep learning seems to be applicable to almost any machine application:

• Autonomous driving
• Preventive medicine
• Speech and sentiment analysis in sales and after-sales to improve CX
• Optimization of security architectures in cybersecurity and real-time monitoring of the public space
• Risk minimization in financial transactions
• Analysis and mastery of big data as part of Industry 4.0

AI was thus the first and main concept which gave rise to machine learning. Deep learning ultimately means that the development of AI and machine learning will progress at an ever-faster pace and will fan out in a wide variety of directions as it spreads to more and more practical areas of application.

The three technologies and their concepts are therefore closely intertwined, interdependent, and mutually supportive. The strengths and functions of AI in this context are:

• Analysis of huge amounts of data
• Linking of data to create meaningful relationships
• Identification of patterns
• Derivation of results and predictions

Big data forms the database via which the AI system acquires knowledge. With the aid of machine learning, it then continuously trains that knowledge to arrive at structured decisions and automate processes based on them.

AI in marketing

There are many ways in which the marketing cosmos benefits from AI-based applications and their advancement. Artificial intelligence can be applied, for example, for:

• Target group analysis
• Automatic and programmatic campaign management
• Cultivating relationships

Marketing automation, programmatic advertising, real-time analysis of target groups and performance, automated campaign optimization – if not for AI, none of this would be even remotely thinkable.

Ever since the GDPR and the ePrivacy Regulation, target group analyses and targeting have been tied to a range of legal issues around the use of personal data for marketing and promotional purposes. However, these regulations help the industry make the most of its enormous innovative power in the effort to develop alternative, AI-based targeting and personalization processes. Martech is opening up a vast array of new, exciting possibilities for leveraging AI in marketing.

AI in the customer dialogue

In e-commerce and B2B business, a positive CX makes for happy customers and a better conversion rate. AI has a valuable role to play here as well. In this context, AI-supported advancements in chatbots are of crucial importance. The best example of that is the versatile ChatGPT application.

Natural language processing is the type of AI that “understands” people’s natural language and helps chatbots mimic human communication. In this way, AI enables companies to offer personalized yet still automated customer service, among other things.

The possible fields of application of AI chatbots are diverse:

• Assistance in searching for information
• Help in choosing products
• Customer service
• Technical support
• Drafting marketing plans
• Help in writing emails, ad copy, and more
• Programming in various languages

AI: a hot topic – now and in the future

ChatGPT, a program developed by OpenAI, has been breathing new life into the topic of AI since the start of 2023. Microsoft has invested further in OpenAI and integrated the program into its applications, including linking ChatGPT to its search engine Bing, with competitors such as Google quickly following suit.

It will be interesting to see how the topic of AI develops in the coming years. Marketers shouldn’t ignore it if they want to proactively help shape the huge changes that it is expected to entail for their work. Our stories exploring AI will keep you in the loop.