• Artificial Intelligence in Marketing

From neural nets to autonomous algorithms, there are many different ways that marketers define the term artificial intelligence.

You may be a little confused as to what exactly artificial intelligence is (or isn’t), as this technology has touched every point in our lives. The term is often taken for granted, and at times overused, so perhaps it’s appropriate to start off with a formal definition.

What is Artificial Intelligence?

A general definition of artificial intelligence is the ability of a digital computer or computer-controlled robot to perform tasks commonly associated with intelligent beings. A subset of artificial intelligence is a subset of the broad field of machine learning, which we talked about in an earlier article – AI vs. Machine Learning: Busting Myths.

Artificial intelligence (AI) is one of the marketing industry’s primary “buzzwords” at the moment, with a common definition a moving target, depending on who you speak with. In the marketing world, it has a specific context and tone. Recently, Digiday interviewed eight marketing agency executives to give a clear and concise definition of AI, and not surprisingly received eight different answers! An interesting perspective for sure and it highlights how differently AI impacts different areas of MarTech.

Here are some of the responses:

Jason Goldberg, SVP of Commerce and Content, SapientRazorfish

“AI are computer systems able to perform tasks that normally require human intelligence. Machine learning is a subset of AI, and deep learning is a subset of machine learning. Essentially in deep learning, instead of writing a set of programmatic rules, a model can be developed that can be trained with a data set that allows the model “to learn.” For example, I can train a model with consumer behaviors to learn what offerings and services a new shopper is most likely to want.”

Jenna Niven, Creative Director, RGA

“AI is a bunch of algorithms that are leveraging neural nets to process a huge amount of data. They may be simple like creating word clusters or complex like autonomous cars, but all leverage multiple layers of a network to produce probabilities of a certain outcome.”

Jason Beckerman, CEO of Unified

“I would define AI as the end outcome. AI takes the data processed from machine learning and makes ongoing decisions about what to do to achieve specific goals. Often when marketers refer to AI, they’re actually talking about machine learning, which is a subset of AI. Machine learning is especially top of mind for marketers, because it enables computers to efficiently analyze data without any manual human assistance, and can automatically dig deeper into insights based on what it learns.”

You can read the rest of the replies at Digiday.

What’s your definition of what exactly artificial intelligence is (to you) in the marketing space? We’d love to hear what your answer is!


By | 2018-03-27T23:21:42+00:00 March 27th, 2018|Uncategorized|

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