Artificial intelligence (AI) is a branch of computer science that deals with the automation of intelligent behavior and machine learning. Artificial intelligence attempts to simulate human thinking using self-learning computer programs. AI is already widely used in business.
Artificial intelligence: definition
The term ” artificial intelligence ” is difficult to describe because there is no precise definition of “intelligence”. Basically, artificial intelligence deals with intelligent behavior and machine learning. This includes, for example, visual perception, speech recognition, decision making and translation between languages. An AI should therefore solve problems as independently as possible, weigh up decisions and apply acquired knowledge in order to make its own decisions or propose solutions.
Sub-areas of artificial intelligence
Closely related to this are the terms “machine learning” and “deep learning”, which are sub-areas of AI.
- Machine learning
Machine learning is about an artificial system learning from examples and generalizing them after the learning phase has ended. In marketing, for example, this means that an AI learns from user behavior and adapts various activities and reactions to the preferences of the user.
- Deep learning
Deep learning is a sub-area of machine learning that mimics human learning behavior using large amounts of data. In contrast to machine learning, there is no need for a programmer to intervene for adjustments, but the algorithms themselves determine whether their forecast is correct or incorrect.
Artificial intelligence: areas of application
AI has made significant advances in recent years and is used in many areas today. Artificial intelligence is used, for example, in purchasing, warehouse management, production and self-driving cars. With machine learning, this intelligent technology is also becoming more and more present in online marketing. In principle, every area that is affected by digital data processing can benefit from artificial intelligence.
Artificial intelligence in online marketing
Personalization based on artificial intelligence is one of the main goals in online marketing. Because personalization enables the development of long-term customer relationships, an individual approach to the different target groups and independent problem solving. Artificial intelligence is often used in customer service, imitating human conversations and giving personal recommendations for problem solving. In the area of content, companies are increasingly using AIs, with increasing work being carried out on the development of intelligent software that also enables the creation of more sophisticated content.
The automated text creation enables short product descriptions, simple news texts or sports reports. The AI can create hundreds of texts in a very short time, especially online department stores or news portals use AI for their texts. In order for the artificial intelligence to be able to create a text, it must be fed both the appropriate language and the necessary data, such as the product range or the sports results. However, artificial intelligence is not yet able to create technical or creative texts. In the case of purely informative texts, however, artificial intelligence offers new opportunities for automating content creation.
Customers attach great importance to specific offers and recommendations, which is why personalized content is becoming increasingly important. In combination with deep learning, artificial intelligence can create personalized content for a specific target group or for each user. Appropriate tools are used to analyze user behavior in order to derive preferences and offer customer-specific content. The result: consumers are more satisfied and consume more.
More and more often, products in online shops are sorted according to the interests of the user and optimized with regard to a high level of willingness to buy. In the personalized areas, users receive suggestions for similar products based on the items they have already clicked on or purchased. This ensures an optimal shopping experience for every single user. With the help of databases and deep learning, the AI accesses many characteristics such as gender, age, place of residence and purchase history and can thus create personalized content. Online streaming services also use a special algorithm to recommend different films and series to users. This algorithmanalyzes what users see and then gives them suggestions on what to see next. Social media channels such as Facebook, Twitter or YouTube also use an AI that selects certain posts for the respective user.
Most of the time it is a robot when a chat window opens on a website. Chatbots are increasingly used in customer service for customer inquiries, orders and support. This artificial intelligence can answer specific questions about products or services within seconds and thus ensures a personal customer experience. With every conversation and every request, the AI collects more data and thus continuously improves its performance. The artificial intelligence cannot answer any queries that are too specific or too complex, because the experience is not yet sufficient.
Segmentation of customer groups
In artificial intelligence, segmentation is understood to mean the analysis of user data and user behavior. By analyzing and evaluating the data, it is possible to specifically address different target groups with suitable content. The AI provides information on the purchasing behavior of a certain customer group, for example. In this way, companies can align their marketing with the buying process or the target group.
According to GRADCHEM, artificial intelligence will play an increasingly important role and will change many areas, not just in marketing. There are already numerous companies that are successfully using artificial intelligence. Many texts are already correctly created and published by algorithms. Artificial intelligence is not intended to replace humans, but is intended as an additional tool to optimize work. If artificial intelligence is used cleverly in online marketing, it can be even better and more relevant. Create content in order to reach the relevant target group as efficiently as possible. The use of AI not only enables the planning and production process to be optimized, but also helps companies achieve more conversions and higher sales.