As you spend your weekend searching for a right TV show to binge watch, there is no doubt that Netflix used AI (a recommendation algorithm) to influence your decision. If you book an Uber to reach a desired destination, AI (a location algorithm) helps you to find the nearest cab. Above it all, even if you think about buying a product or taking a vacation, Amazon or Thomas Cook employed AI will make sure that you see relevant advertisements just as you open your mailbox. At the moment, 77% of the devices that we use feature one or the other form of artificial intelligence.

As a marketer, this is the perfect opportunity for you to leverage because of two reasons – one, today’s market is wider than ever and two, the possibilities are consequently limitless. Artificial intelligence, as the name depicts, is artificial viz-a-viz not real or human. And another obvious feature, it is extremely intelligent. The simple idea behind artificial intelligence is to make sense of the mammoth data that exists within any business and use it effectively.

It can be witnessed that AI assistants are rapidly colonizing consumer’s homes. Leading businesses are already using artificial intelligence to orchestrate brand experiences over different platforms. In fact, AI startups have grown 14 times over the last two decades. With startups like KoKo that sprung from MIT working towards enabling these robots to express empathy towards their owners, the day is not far away when consumer allegiance will shift from trusted brands to trusted AI assistants.

artificial intelligence
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Businesses across all sectors will spend over $100 billion annually on artificial intelligence by 2025, up from an already staggering $2 billion in 2015. Advertising industry will be no different in this gamut of movement. The potential of artificial intelligence in advertising, or for that matter in any industry, is unfathomable at the moment. Communication forms the core of advertising and with AI, a single bot on myriad devices can indulge in interactions with hundreds of thousands of people. Experts believe that this particular technology has the ability to offer $15.7 trillion to the global economy by 2030.

As pioneers of marketing, you must be ready with strategies for mood-based targeting because AI soon will make it possible for you to show different advertisements to your customers based on their moods and emotions at that very moment.

Although the strategic and logical intelligence of AI is unquestionable, there is still an ongoing debate regarding the levels of creativity that can be depicted by AI. One of the questions is, can bots deliver art and then be good at it? Recent experiments have successfully confirmed that AI can collect works of legendary artists like Picasso, Van Gogh and Michelangelo and create startling pieces of art which is as good, or perhaps, even better. As advertisers, this is a breakthrough discovery. This is because now you can count on AI to not just design your creative, but also write your content, create campaigns, measure their performances and device extensive strategies to advertise your products. This all is done targeting the right audience and establishing a connection with them at a human level.

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Over the last few decades, it is made evident that digital approach is the key to unlock business transformation. Artificial intelligence is yet another marvel of growing technology that will not only help you acquire customers but will also be a catalyst in retaining customers and ensuring their satisfaction.

It is fairly easy to fathom your apprehensions as a marketer to trust a black box with all your data, but what is recommended in this scenario is to adopt AI in an incremental fashion and commence the journey by running quick, small and reversible experiments within a small geography. For now, given the current state of affairs, it is imperative for you to at least embark on this journey in order to stay relevant.

Virtual reality is actually exploding right now – devices are getting more affordable, list of available content options have gone through the roof, and storytellers are working terrifically hard to leverage this new canvas. The only limit here is how creative you get as an advertiser and how much risk you are willing to take.

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