In an ever-changing digital marketing landscape it is no surprise that Artificial intelligence has caught up with the marketing world. Some digital marketers might wonder if AI will lead to their “genuine intelligence” being deemed unnecessary one day. But this might not be the case. Now that AI caught up with us, it is time that we catch up with the numerous ways in which AI can assist our marketing endeavours.
As marketers and a company rooted in creativity, we believe that AI provides a unique opportunity but that it is our human creativity that makes the real difference.
We often think of AI as one singular thing. But the reality is that there are numerous types of AI with each type having its own unique capabilities and applications and often used in combination to solve complex problems. There are numerous types of AI that come with a bunch of technical vocabulary. Therefore, to give some context, we will only provide a brief overview of some fields of AI.
Some Fields Of AI
Before you get scared off, the following is only to give some background. Don’t worry we won’t get into the technical aspects.
Note that there are numerous other types of AI and some of what we will address below overlap in use and programming.
Machine learning: This is a method of teaching computers to learn from data without being explicitly programmed. Programming geniuses use numerous methods to teach AI to find hidden insights in data without explicitly being programmed for where to look or what to conclude. This is the core aspect of AI, therefore the application of deep learning spans all fields of artificial intelligence.
Deep learning: Other than Machine learning, deep learning structures algorithms in layers and creates artificial neural networks modelled to mimic the same way a human brain learns. This allows the AI to make decisions on its own. This requires a very big amount of data to deliver results and enables the processing of unstructured data such as documents, images, and text.
Natural Language Processing (NLP): This is a branch of AI that deals with the interaction between computers and humans using natural language. If you often use Google assistant, every time you say “hey google”, it’s Natural Language Processing that made it possible.
Computer Vision: This is the ability of a computer to understand and interpret visual information, such as images or videos. This type of AI relies on pattern recognition and deep learning to recognize what’s in a picture or video. This is the technology that allows you to sleep behind the wheel of your TESLA. In case you struggle to catch the joke: DON’T FALL ASLEEP BEHIND THE WHEEL!
Generative models: These models use deep learning to generate new data, like images, text or audio. It uses statistics to produce predictions. If you’ve tried messaging your neighbour to say “Your dog won’t stop barking”, and somehow the message that was sent read: “Your ‘dad’ won’t stop barking”, it was the generative model that failed to make an accurate prediction.
AI Tools For Your Business
There are numerous extraordinary ways companies use AI. For instance, Starbucks Used Predictive Analytics by collecting data through their customer reward cards (time of day, average amount spent etc.) to serve customers with personalized marketing messages. But most companies do not have the budget or resources to build their own app and create their own AI programs. The good news is that through ready-to-use tools, AI is accessible to marketing agencies of all sizes. Here are some tips and tricks on how to utilise AI to make the most out of your marketing efforts.
Grammarly:
Grammarly is a Powerful grammar and spell checker. This might not seem like a remarkable AI tool for some but spell checkers have become so common that we take it for granted today. In the 1950s spell checkers were considered exciting research in the field of artificial intelligence. Grammarly is also not your average spellchecker. It not only allows you to double-check your spelling its premium version also enables you to check your tone of voice, clarity and style.
Even without the premium version, you can use it as a Chrome extension to provide real-time suggestions on Gmail, Google Docs, and all your social media pages. In the marketing world content creation is key and there’s nothing as gutwrenching than realising, after 50 views, 15 likes and three comments, that your copy had a spelling error. Have you ever writen something and that one specific word just seems not to fit? No worries, Grammarly has a nifty function in which double-clicking on that word will provide you with a range of suggestions for better words to use.
Acrolinx:
Want something more advanced for your content writing? Acrolinx is an AI tool designed to help organizations create high-quality content that is consistent, engaging, and on-brand. The biggest challenge facing organizations when it comes to content marketing is creating enough high-quality content, especially for larger organizations with multiple writers. Traditional style guides often fail to enforce consistency and hiring an army of editors might not be cost effective
Acrolinx uses natural language processing (NLP) to analyze and interpret your content. The AI engine follows a four-step process: filtering the text from the noise, breaking the text into units, applying linguistic data, and applying other knowledge about what constitutes good writing. With this information, the engine can identify sentences that deviate from your company’s preferred style, grammar, spelling, terminology, and tone of voice.
Statistics-based machine learning is then used to correct your content. The AI engine provides suggestions on how to improve your content, inside your content authoring tool of choice. The goal of the tool is to help you write content that is clear, compelling, and aligned with your company’s brand standards, no matter who is writing it. This way, you can ensure that your content is always accurate, consistent, on-brand, and well-written.
Chatfeul:
Welcome to the world of marketing automation with Chatfuel! As a cloud-based platform, Chatfuel is designed to help businesses of all sizes enhance their marketing operations through the power of artificial intelligence chatbots on Facebook Messenger.
With Chatfuel, you can now say goodbye to repetitive and time-consuming tasks such as answering frequently asked questions (FAQs). The platform allows you to send automated responses and seamlessly transfer ongoing chats to sales representatives for more in-depth queries.
Chatfuel goes beyond just automated responses. You can configure bot flows by adding skills such as email collection and data export to Google Sheets. The platform even comes with a customer relationship management (CRM) module, where you can store important customer information and create segments based on various parameters. And the cherry on top is that Chatfuel allows managers to set AI rules, enabling chatbots to recognize specific phrases, emojis, and emotions.
The platform is also highly customizable, with an application programming interface (API) that allows for integration with various third-party systems. And for those who are looking for ease and affordability, Chatfuel offers flexible pricing options through monthly subscriptions and provides support through multiple channels such as FAQs, live chat, documentation, and more.
Zapier:
How many times have you Googled: “how to be more productive”, only to find out that there are no quick fixes? Well, your quick fix might be this AI tool: Zapier is a powerful online platform designed to help businesses automate their workflows and streamline their processes. With Zapier, businesses can connect apps and services they use to automate tasks, without having to build the integration themselves or hire someone to do it for them.
At its core, Zapier allows users to create “Zaps,” automated workflows consisting of a trigger and one or more actions. These Zaps can be set up to run every time the trigger event occurs, making it easier for your business to automate repetitive tasks and processes.
One of the key benefits of Zapier is its ability to integrate with a wide range of apps and services. With over 2000+ destinations, Zapier can handle a variety of automatic tasks for different platforms, making it a flexible solution for businesses of all sizes and types.
What about ChatGTP?
How can we talk about AI without covering ChatGTP? Well, ChatGTP and other tools OpenAI provide are so groundbreaking and unique to the world of marketing and other industries, you will have to wait for our next blog post. Unlike what we covered in this blog, OpenAI, the company that created ChatGTP has created an AI “platform” and, in a sense, not a tool with clear guidelines for use. Therefore, we here at Peach Black are still playing around with the numerous ways ChatGTP, Open AI and other AI Platforms can be utilized by marketers.
While you wait for our next blog, take a look through our blog archive for other marketing tips, tricks and stories we have covered
