We start plucking ideas from sci-fi movies and robots and piece together our own version of what it could be.
而且, it’s entirely possible on this big ol’ planet of ours that these things exist. 然而, artificial intelligence as we know it in the digital marketing sphere is altogether different to that of government-made robots.
Brands and businesses use AI daily, and its popularity is continuously rising. We’ve picked out a few examples of AI in modern marketing and how your brand could replicate them!
什么是人工智能?
人工智能 isn’t as complicated as it may sound. 简单地说, it’s “the simulation of human intelligence processes by machines, 尤其是计算机系统。”.
人工智能可以以多种形式出现, from voice recognition such as Apple’s Siri, 在线客户服务, and chat boxes to expert systems and processing data. Pretty much any brand you can think of will be using at least one kind of artificial intelligence!
改进的个性化
The way consumers interact with marketing messages and brands is evolving in digital marketing. Nowadays, personalisation is key to any marketing strategy. 据估计 超过40%的消费者 would actually switch brands because of a lack of trust and poor personalisation. 而且, 79%的消费者 are more likely to interact with a brand or business if their marketing is specifically tailored to them.
人工智能 enables marketers to personalise their messaging instead of blanket targeting groups of people. Targeting can be as simple as using syntax to personalise someone’s name in an email. 或者，它可以像 Spotify’s custom playlists and Wrapped campaign.
语音技术
Another area of artificial intelligence for your brand to tap into is voice technology. 纵观全球， 6000万成年人 now rely on voice search at least once a day, with 72%的人 owning a smart speaker such as Amazon’s Alexa or Google Dot.
With its popularity soaring, brands such as Starbucks have taken full advantage of voice technology. Their “My Starbucks Barista” app has completely overhauled customers’ experience and created a new, streamlined coffee-making experience.
Using a mixture of chat box and voice activation technology, the app is able to place and modify orders for maximum convenience and has proved a big hit globally!
搜索引擎优化
搜索引擎优化 is every marketer's best friend, a sad but rather true reality. 搜索引擎优化, 和搜索引擎优化, is a branch of artificial intelligence technology and is important in developing and expanding businesses.
Search algorithms are used to improve all aspects of eCommerce and are relied on by millions of people every day. Integrating AI into a brands SEO strategy is beneficial because AI technology can identify spelling mistakes and suggest alternative searches.
Identifying a user's intent is becoming more sophisticated. As well as simply correcting spelling, combining SEO and AI can drive intent for internet users and direct them towards your business via keyword search!
动态定价
Dynamic pricing is an effective way to drive sales in eCommerce. Instead of having a fixed price on a product, artificial intelligence is used to dynamically alter the price of something. This means the same product can be shown to different people at different prices.
例如, if you’re searching for a plane ticket and see one listed for £100, if you go back to purchase the ticket a couple of days later and see that the price has inflated - that’s dynamic pricing.
另外, brands may use it to reduce prices in sales to make customers more inclined to purchase! It's a great way to create brand awareness and encourage users to visit your site.
