Artificial Intelligence (AI) has been in the market for a long time but has hit the mainstream market in the year 2017. AI is all around us; Smart Assistants such as Alexa, Cortana, Siri and Google Assistant live in our phones. It’s influencing our search on Google or what we see on our Facebook and Instagram feed. DemandBase reveals that Artificial Intelligence will revolutionize marketing industry by 2020. A report made by Tractica forecasts that Virtual Digital Assistance will reach more than 3.3 billion devices by 2020.
Tamara McCleary, International branding expert and Thulium CEO, Tamara McCleary is ranked by Klear in the Top 1% of global Social Media Influencers stated that, “Artificial Intelligence offers a unique opportunity for brands to harness machines to build a more seamless, engaged, personalized relationship with customers.” She says whether it be talking machines that learn and offer dynamic pricing or integrated chatbots to deliver customer service within a faster timeframe, “AI can facilitate a brand’s understanding of their customer, the market, as well as, the identification of areas of opportunity not currently being served”.
Further, Principal analyst Peter Cooney expressed the impact of Artificial Intelligence for customers. “Virtual digital assistants represent the fusion of speech recognition, natural language processing (NLP), and artificial intelligence (AI) and hold the potential to have a transformative impact on consumer and enterprise user interfaces. The market is at a stage where the underlying technology is capable of delivering a very robust solution, but there are advancements still to be made across the board to improve digital assistants and drive further market growth and customer acceptance.”
Targeted Online Ads
What do you mean by targeted ads? Say for instance, you are scrolling through your Facebook app and you see an advertisement of a trip to Italy. This information is received to the advertisers by using AI marketing tools which will analyze the search terms and user habits to display that advertisement. Hence, for the next couple of hours, you will see posts about travelling to Italy in sidebars. These targeted ads are a great investment for the advertiser because it gives the customer what they are looking for and chances of the sale are much higher.
Automated Customer Service
As we know, more and more companies have been using chatbots for diligent customer service. They are just as effective as using to a customer service executive. Although, at this time they can only handle basic questions, but brands are still trying to push the boundaries.
These chatbots provide 24/7 customer service with almost no waiting and personalized customer experience which is recorded by the AI from the customer history and past interactions. Remember, AI can deal with hundred of hundreds of repetitive, menial tasks and requests with ease. Only the most complex issues will require human intervention.
AI Integrated Apps will increase
By using Artificial Intelligence algorithms, an app can provide you with ample information. For instance, Kraft Foods iPhone Assistant can guess the number of people in your family and suggest you dishes that you can make from leftovers. It can also make lists for shopping for day-to-day use, special events or holidays. It can also recognise if you have a loyalty card at a supermarket.
Douglas Karr, Founder of the Marketing Technology Blog and CEO stated that a lot o time is spent in configuring and moving data. He predicts that, “the API of the future will be a drag and drop, intuitive user interaction that will move us away from working on the programming problem and closer to simply working on the business problem”.
Improved App User Experience
The purpose of AI is to ensure that your life is refined. It wants to make your daily chores easier so that you can concentrate on the big picture. In the future, apps will interact with only images and voice, leaving the old ‘texting’ behind. Intuitive pages will help us find solutions faster and they will be more precise. For instance, localisation of search engines will help the search be more precise.
Chris Messina, Developer Experience Lead at Uber and who invented the hashtag said that, “AI can help make software experiences more forgiving and flexible. AI can help brands and companies also be more adaptable to the level of sophistication of each customer, making on-boarding funnels smoother and more personalized”.
Personalized Mobile Advertising
Personalized information is the key to good marketing strategies or targeted advertising. The evolution of AI technology wants the customer to experience a user friendly and ‘human like’ machine that gives the correct information at that exact moment. As Sarah Austin, Artificial Intelligence expert says “Personalization requires emotional intelligence.”
With AI in the scenario, we can now give machines a ‘human-like’ capacity by empowering them to purpose in themselves without any human interaction. Once modified, apps are able to examine the user’s activities in the app and provide snappy solutions. For instance, the Uber app uses AI to recommend the most ideal route to the destination by accessing the time of the day and the traffic routes. It does this by analyzing the data from other Uber drivers who have taken similar courses in their past trips.
Jesse Stay, Futurist, Author, Founder and Principal of Stay N Alive states that “controls like Google Home and Amazon Echo will be able to recognize not just what people say, but who’s saying it and tie that to individual accounts and preferences”. She believes that brands need to be looking at APIs for platforms like Smartthings so that they can become a part of the household.
Voice commands make life so much easier. It’s now very common to give commands to your phone like, “Call mom” or “Call dad” or “search for Chinese restaurants near me”. This is why brands have been investing in the AI that analyses the semantic phrases that link to their product. Voice operated search is mostly used in mobiles hence, the brand needs to make sure that their sites are mobile optimized.
Facial Recognition Software
The facial recognition software allows brands to connect to the users in an unprecedented way. AI technology now can register your face in the data system and can recognize your face in stores and recommend products. As Joel Comm, New York Times Best-Selling Author and Social Influencer said that we want our smartphones to be smarter. The more intuitive the apps get, the faster and more efficient we become. He stated that, “the trick is finding the balance between privacy and convenience”.
Artificial Intelligence is here to stay and get even bigger. The brands are constantly trying to upgrade the lives of their customers by ensuring personalization of their product. The key is to find the right balance between evolution and control. Innovations brought by AI will affect mobile apps and mobile marketing in the same time. If we steer them in the correct direction the effects will by rewarding for app owners, marketers and of course, for the end users.