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AI in Marketing


AI marketing is strongly connected with machine learning and uses it to create personalized offers to customers focusing on improving their experience. But before we get started on it, let’s see the definition of AI and Machine learning. AI can be understood as the simulation of human intelligence applied to machines that are programmed to think like humans and mimic also (Investopedia, 2020). On this context Machine Learning is a part of AI that makes possible a system to learn from data instead of programming (IBM,2020).


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How marketing can be benefited by Machine Learning? The key factor is the data analysis made by this technology. By analysing historical data from different sources of a business Machine Learning can improve communication, targeting and offers that contribute create successful campaigns (Smart Insights, 2020). Furthermore, the algorithms for Machine Learning create perceptions from predictive analytics that marketers can use to define actions which AI will act on it.  
 From these concepts we can say that predictive analysis is, more specifically, the main benefit from Machine Learning to Marketing. However, there are other points that have been developed to help marketing activities, for instance, writer robots like Narrative Science a natural language generator got marketers appreciation because of its ability to produce written stories in seconds by using data from Google Analytics informing a tendency or predicting a likely performance if an action could be taken (American Marketing Association, 2020). 

The customers nowadays are strongly connected, they have more flexibility and different devices to do a purchase, customer journey, and their needs are also affected by the speed internet and those devices provided. Fast and personalized responses are the priority for them, Ai and Machine Learning reduces the guessing around customer needs and make possible engagements with customers at the individual level with hyper-personalized (SAS, 2020). 

Machine Learning is not only changing the way companies interact with targets audience but also marketing as an area, new functions yet will be created and other well-known positions may be extinguished. 


References  
Smart Insights. 2020. Artificial Intelligence (AI) for marketing | Smart Insights. [ONLINE] Available at: https://www.smartinsights.com/tag/artificial-intelligence-ai-for-marketing/. [Accessed 24 February 2020].  
American Marketing Association. 2020. The Past, Present and Future of AI in Marketing. [ONLINE] Available at: https://www.ama.org/marketing-news/the-past-present-and-future-of-ai-in-marketing/. [Accessed 24 February 2020]. 
SAS Ireland. 2020. AI marketing: What does the future hold? | SAS Ireland. [ONLINE] Available at: https://www.sas.com/en_ie/insights/articles/marketing/ai-marketing-what-does-the-future-hold.html. [Accessed 24 February 2020]. 
Investopedia. 2020. Artificial Intelligence (AI) Definition. [ONLINE] Available at: https://www.investopedia.com/terms/a/artificial-intelligence-ai.asp. [Accessed 25 February 2020]. 
IBM. 2020. Machine Learning | IBM. [ONLINE] Available at: https://www.ibm.com/analytics/machine-learning?p1=Search&p4=p50436850103&p5=e&cm_mmc=Search_Google-_-1S_1S-_-WW_EP-_-machine%20learning_e&cm_mmca7=71700000061293318&cm_mmca8=kwd-59020306&cm_mmca9=CjwKCAiAhc7yBRAdEiwAplGxX8_rX6fq_zy1jpTXRuFhDxg0qqLt2M2cBMYIse7ib5bax37ZM6NCNRoCM5wQAvD_BwE&cm_mmca10=407057116036&cm_mmca11=e&gclid=CjwKCAiAhc7yBRAdEiwAplGxX8_rX6fq_zy1jpTXRuFhDxg0qqLt2M2cBMYIse7ib5bax37ZM6NCNRoCM5wQAvD_BwE&gclsrc=aw.ds. [Accessed 25 February 2020]. 

Comments

  1. Sam DBS24 February 2020 at 18:24

    Very well explained Tiago

    ReplyDelete
  2. Melissa24 February 2020 at 18:29

    Interesting and well-conducted article. Thanks for sharing

    ReplyDelete
  3. Colin Almeida24 February 2020 at 18:53

    Interesting point about AI in marketing. Thank you for sharing.

    ReplyDelete
  4. Amrit Raj24 February 2020 at 19:43

    This comment has been removed by a blog administrator.

    ReplyDelete
  5. (ADI)GIT_blog25 February 2020 at 00:50

    Direct to the point. Mashine learning reshaping every area of our life.

    ReplyDelete
    Replies
    1. Tiago Pereira26 February 2020 at 04:55

      Exactly Adrijana, Machine learning is changing everything not only in a marketing perspective!

      Delete
  6. Carla Martins25 February 2020 at 00:53

    Machine Learning is really the key to improve marketing

    ReplyDelete
    Replies
    1. Tiago Pereira26 February 2020 at 05:02

      Indeed, Machine learning is not only improving marketing but also provoking changes on it!

      Delete
  7. Wayne D25 February 2020 at 01:04

    Great content. Thanks for sharing

    ReplyDelete
  8. Sushanth25 February 2020 at 01:09

    Cool stuff!

    ReplyDelete
  9. Marília Martins 25 February 2020 at 01:13

    Very good article! No doubt AI is already playing a great role in marketing, let’s see what the future will bring to us as marketers!!!

    ReplyDelete
    Replies
    1. Tiago Pereira26 February 2020 at 05:04

      Absolutely, new kind of jobs, new insights and fast response to the customer needs! Thanks for commenting!

      Delete
  10. Arjun Negi25 February 2020 at 06:02

    Very well written, Tiago!

    ReplyDelete
  11. SAURAV CHOUDHURY25 February 2020 at 07:33

    Very well documented 👍

    ReplyDelete
  12. Shaik mohamed jaohar25 February 2020 at 18:21

    Very good article bro

    ReplyDelete
  13. Dylan O'Regan26 February 2020 at 03:33

    Superb and informative blog Tiago. Well done

    ReplyDelete

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