Artificial Intelligence (AI) has been an integral part of our lives whether we have realized it or
not. When we book a ticket online, scroll through our newsfeed on our social networking
account, or read the recommendations from an ecommerce site, we are engaging with an AI
component in the background (Medium, 2019). Even the simple chat assistant that we
sometimes encounter whilst shopping online or ordering food is driven by AI.
Applications of Artificial Intelligence:
Artificial Intelligence is an attempt to make a computer, a robot, or other piece of technology
‘think’ and process data in the same way as we humans do. AI therefore has to study how the
human brain ‘thinks’, learns, and makes decisions when it tries to solve problems or execute a
task. The aim of AI is to improve technology by adding functionality related to the human acts
of reasoning, learning, and problem-solving. Here are a few practical examples to demonstrate
how AI has penetrated our everyday lives to provide services that we can use extensively to
make our lives easier.
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Microsoft Connected Life
Home automation systems such as Microsoft Connected Life allows home appliances such as
lights, thermostats, speakers, TVs and other home appliances to be connected to a local Wi-Fi
network and therefore the Internet. These devices can then be controlled from any Windows 10
Device, including Tablets. Other appliances can be added to the network via ‘Smart’ Plugs
allowing older devices also to be controlled. When linked to AI supported systems such as
Cortana (see below), the devices can not only be controlled via your personal Windows 10
device but also by your voice, allowing you to stream music or video from your favorite
provider to capable appliances such as TVs and Speakers. In the future these systems will learn
your individual life routine at home using AI and control devices accordingly.
Automation from a
Mobile device
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Cortana
As mentioned above, Cortana is example of a voice controlled intelligent system. It uses the
Bing search engine to carry out searches for the user and uses the data stored on the user’s
device to make personalized recommendations. Cortana is fully integrated into Windows 10
allowing it not only to search the Internet but via integration with the rest of the operating
system can remind you of Calendar events, search for files on your device, open applications,
and many other automated functions. Cortana is also integrated into the Xbox allowing you to
voice control the entire system.
Cortana – Personal Digital Assistant
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Intelligence can be loosely defined as the capability to obtain knowledge and skills and to
apply those to various situations without supervision. As is the case with children, intelligence is
often linked to learning. As a child grows they learn from the parents, siblings, teachers, friends
and the society in general as well as how they interact with their environment. While some
learning is taught, other concepts are acquired and developed by a child through observation.
Whilst machines are traditionally known to follow rigid instructions, contemporary machines
are designed to ‘think’ and have the capability to perform tasks by learning. The branch of
science and technology devoted to the creation of machines that learn and think as
intelligently as human beings is known as Artificial Intelligence or AI. According to the father of
Artificial Intelligence, John McCarthy, AI is “The science and engineering of making intelligent
machines, especially intelligent computer programs”.
The fundamental premise of AI is that it can create machines that can intelligently think in the
same, or similar, way that humans think. It is designed to acquire knowledge or awareness
(cognizance) from its environment, its circumstances, and entities (humans) by learning
AI operates where efforts are made to make a computer, a robot, or a machine think in the
same way a smart human being thinks. AI is thus a replication of how the human brain thinks,
learns, decides, and works, when it tries to solve problems (Bermudez, 2017) resulting in the
creation of an intelligent software system. The purpose of AI is to achieve improvisation in the
functionality of computers by way of functions related to human knowledge, such as problemsolving, reasoning, and learning.
Intelligence is made up of
- Reasoning
- Learning
- Problem Solving
- Perception
- Linguistic Intelligence
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The Need for AI
The need for AI is fueled by the fact that it is a technology that can enhance machines by
equipping them with intelligence. The technology is used to have machines help humans by
teaching themselves to adjust, adapt, refer to more data and process that quickly in order to
provide a for a better or alternative answer where possible.
The introduction of AI is to create technology that allows machines to function in
an intelligent manner with or without human supervision (Bermudez, 2017). The huge task of
simulating or creating intelligence is broken down into sub-problems in order to: - Create intelligent systems which can exhibit smart behavior with an in-built ability to learn,
validate, explain, and suggest a suitable course of action to its users. - Help machines find solutions to complex problems in a similar way that humans do and apply
similar logic in the form of heuristic (self-learning) algorithms to calculate and display the
required output.
An AI system is composed of two main elements – an agent and its surrounding environment.
An agent can be either a human or a machine. An agent can be anything that can perceive its
environment through sensors and act upon that environment through effectors. The
intelligence of agents is calculated by their ability to create goals and achieve them. Common
applications of AI include – Natural Language Processing, Gaming, Speech Recognition, Vision
Systems, and more, whose applications can be found across the Healthcare and
Automotive sectors etc.
ROLE OF AI IN DIGITAL MARKETING:
Certainly! The role of Artificial Intelligence (AI) in digital marketing has indeed been a game-changer for businesses, transforming the way they approach marketing strategies and operations. Here are several key aspects where AI has made a significant impact:
- Data Analysis and Insights:
- Big Data Processing: AI helps in efficiently processing large volumes of data generated by online activities. This includes customer behaviors, preferences, and interactions with digital content.
- Predictive Analytics: AI algorithms analyze historical data to predict future trends, enabling businesses to make data-driven decisions and anticipate customer needs.
- Personalization:
- Targeted Marketing: AI enables the creation of highly personalized marketing campaigns. By analyzing user data, AI can identify individual preferences and behaviors, allowing businesses to tailor content, offers, and recommendations to specific audiences.
- Dynamic Content: AI-driven personalization extends to website content, email marketing, and advertising. Dynamic content adapts in real-time based on user behavior, enhancing the overall user experience.
- Chatbots and Customer Service:
- 24/7 Support: AI-powered chatbots provide instant and round-the-clock customer support, answering queries, resolving issues, and guiding users through the sales funnel.
- Natural Language Processing (NLP): AI-driven chatbots can understand and respond to user queries in natural language, providing a more human-like interaction.
- Search Engine Optimization (SEO):
- Content Optimization: AI tools help optimize content for search engines by analyzing keywords, user intent, and search patterns. This improves the visibility of digital assets, such as websites and blogs.
- Algorithm Updates: AI algorithms play a role in search engine algorithms, impacting how search results are ranked and displayed. Staying abreast of these changes is crucial for effective digital marketing.
- Ad Targeting and Optimization:
- Programmatic Advertising: AI automates the process of buying and placing digital ads, ensuring they are shown to the most relevant audience in real-time.
- Ad Creatives Optimization: AI algorithms analyze the performance of ad creatives and adjust them based on user engagement, improving the overall effectiveness of advertising campaigns.
- Social Media Management:
- Content Scheduling and Posting: AI tools help schedule and post content on social media platforms at optimal times, maximizing reach and engagement.
- Sentiment Analysis: AI can analyze social media mentions to gauge public sentiment, helping businesses understand how their brand is perceived.
- Email Marketing:
- Segmentation and Targeting: AI assists in segmenting email lists based on user behavior and preferences, allowing for targeted and personalized email campaigns.
- Optimizing Send Times: AI algorithms analyze data to determine the best times to send emails, increasing the likelihood of user engagement.
In summary, AI in digital marketing empowers businesses to enhance their decision-making processes, create more personalized customer experiences, and optimize marketing efforts for better results. The ongoing advancements in AI technology continue to shape and refine the landscape of digital marketing strategies.
AI SUCCESS:
Artificial Intelligence (AI) has achieved remarkable success, revolutionizing various aspects of our daily lives. One key area where AI has excelled is in data analysis and insights. With the ability to process vast amounts of data swiftly, AI empowers businesses to make informed decisions through predictive analytics. This capability allows for the anticipation of future trends, ultimately giving organizations a competitive edge in their respective industries.
Personalization, another pivotal aspect of AI success, has transformed the way businesses engage with their customers. Through targeted marketing and dynamic content adaptation, AI tailors user experiences based on individual preferences and behaviors. This not only enhances customer satisfaction but also boosts conversion rates, demonstrating the substantial impact of AI on marketing strategies.
AI’s integration into customer service through chatbots showcases its effectiveness in providing 24/7 support with natural language processing capabilities. These chatbots not only resolve queries but also contribute to a more human-like interaction, significantly improving user experiences and overall satisfaction.
In the realm of search engine optimization (SEO), AI-driven content optimization and adaptation to algorithm updates have become indispensable. AI tools analyze keywords, user intent, and search patterns to optimize digital assets for search engines, ensuring higher visibility and improved rankings.
AI’s role in ad targeting and optimization is evident in programmatic advertising, where algorithms automate the buying and placement of digital ads. This ensures that advertisements are strategically shown to the most relevant audience in real-time, maximizing their effectiveness.
Social media management has also witnessed a transformation with AI-driven tools for content scheduling, posting, and sentiment analysis. These tools not only streamline social media activities but also provide valuable insights into public perception, helping businesses refine their strategies.
In email marketing, AI facilitates segmentation, targeting, and optimization of send times. By analyzing user behavior and preferences, AI ensures that email campaigns are personalized and delivered at the most opportune moments, increasing the likelihood of user engagement.
In essence, AI’s success lies in its ability to enhance decision-making processes, create personalized user experiences, and optimize various aspects of digital marketing. As technology continues to advance, AI is poised to play an even more significant role in shaping the future of business strategies and operations.