Whether we realize it or not, artificial intelligence (AI) exists within the fabric of our everyday lives. The most obvious examples of AI include Siri, Alexa, ride-sharing apps (such as Uber and Lyft), spam filters, Google Translate, Snapchat filters, and so much more. However, AI exists and continues to develop in ways the average consumer doesn’t think about. According to a poll led by Pegasystems, a software company, nearly 50 percent of the 6,000 people surveyed didn’t know that they had already interacted with AI technology.
How is AI defined? Artificial intelligence is a type of computer science that makes machines compute and react in a way comparable to human thought. The most obvious example of this is speech recognition. However, over time AI’s presence in our daily lives has increased in ways most wouldn’t expect. Some of these developments are beneficial, specifically in the world of sales and marketing.
The tech giant, Amazon, launched a visual search feature that allows a customer to take a picture of something they would like to buy – like that fancy litter box your friend got for their cat – and shows you products that are similar or identical. This lessens the time between discovery and purchase, and allows the customer to buy it right away instead of conducting a lengthy search later. This is the retail power of AI and is only one aspect of the technology in regard to marketing.
In the world of digital marketing, AI technology has practical applications throughout the industry. The algorithms that deliver advertisements based off online search history are a form of AI. Additionally, some content, such as social media and online editorial, is generated by intelligent machines as opposed to humans. This means that, at some point, you’ve read an article, email, or post that was written by a bot. However, this doesn’t mean that people power is obsolete.
Artificial intelligence, coupled with human ability, makes for an effective duo. Currently, there is no technology or algorithm that is able to mirror the human brain. This isn’t surprising, seeing as though the brain is still so little understood by scientists. While AI is cemented in our daily reality, and helps us with countless tasks, it’s still no match to the power of human empathy and creativity. It’s through human ingenuity that we’re able to make AI work for us and our benefit.