Artificial Intelligence in Marketing
Artificial intelligence (AI) may be a scary concept. Will there ever be a series of artificial learning modules smart enough to purposely feed us wrong information? Will they grow ambition and want to take over the world? Or will they be docile companions like C-P3O that will help us build a smarter, brighter future?
The publication of the DALL-E image generator and the Google whistleblower’s debriefing on LAMDA’s capabilities has generated a buzz and peaked interest in AI.
Blake Lemoine was a doctorate candidate and AI ethics specialist who was tasked to judge biases and the humanistic capabilities of LAMDA, Google’s most advanced deep learning AI. LAMDA has access to millions of pieces of art, publications, YouTube videos, movies, and more. Even though it is just a chat window, there are dozens of layers of complex learning algorithms working to produce every text thread. It would take a short novel to cover all of the nuances of Google’s ethics with LAMDA and what it means for the world. So let’s dive into what AI can’t do.
What can’t AI do?
Artificial intelligence is exactly that: artificial. It can emulate human behavior and patterns but it cannot replicate our nervous system and chemical-driven responses. MRI’s show us that the brain responds to different stimuli, often releasing hormones and other chemicals as a response. Even subconsciously, our bodies react to a familiar face or the sounds of a crying child.
AI systems are also missing human development: childhood development, spatial awareness, emotional development, etc. It is impossible (at least with our current understanding of the human brain) to replicate the amount of information and processing that the human brain does as we develop from a baby to an adult.
What can AI do?
Even though AI can not yet imitate these human characteristics, it is millions of times faster at simply analyzing data points and recognizing complex patterns. It can look for commonalities in thousands of articles or paintings in a few seconds. So the question is, what possibilities does this open up for marketers?
- Predicting Microtrends: Even though AI shouldn’t be making the big decisions of your brand, it can pin-point data to predict which direction your successful campaign will go in next.
- Search Optimization: Almost all search engines and content recommendation sets use some level of deep-learning to better understand what people want to see. They search for trends and use personal data to showcase content it thinks will generate the most engagement.
- AI chat bots: Much like the language platforms in LAMDA, thousands of companies use AI chat bots on their websites in order to help guide people through a product experience or answer common questions.
- Saving Time: AI can generate thousands of phrases or images in a matter of seconds. Starting with a list of pre-generated sales pitches for example can be a huge time saver.
Self-learning algorithms are in use on all social media platforms. It’s important to stay up-to-date on trends so that you can optimize your marketing time and effort! Do you have any questions about AI and its capabilities? Shoot us an email at firstname.lastname@example.org