The Promise of AI and ML to Take Digital Marketing to the Next Level

Everyone seems to be talking about the impact of AI (artificial intelligence) and ML (machine learning) these days. As if ChatGPT wasn’t enough to get everyone excited, OpenAI surpassed itself by upgrading to ChatGPT4! And competitors are forced to launch their AI platforms earlier than planned.

If you haven’t tried them yet, I highly recommend you jump on the bandwagon and give these new tools a spin. They are great fun. But they can also be handy for businesses and bloggers. 

Before getting into their uses, I wanted to start with a summary of where AI and ML are today.

 

From Text to Voice

Most of us have grown up with text communication and the written word, but Gen Z, born after 1996, is more comfortable with voice. They are less formal but far more impatient than previous generations.

They expect Alexa, Siri, Cortana and similar voice-activated personal assistants to be available whenever they have questions. With this type of search expansion into daily life, being on the front page of Google is no longer good enough. You have to be the number one answer to their questions!

[easy-tweet tweet=”Being on the front page of Google is no longer good enough; you have to be the number one answer in this voice-activated, personal-assistant-supported world we live in.” hashtags=”voice-activated, SMX, CEX, CRM”]

 

AI is Not One Technology

Despite what digital marketers may have hoped, AI and ML are not the solutions to all our problems. It is a series of technologies addressing various current and future customer needs.

Unlike normal analytical processes, using AI needs developers and users to start with the end in mind. Knowing what we are looking for, rather than waiting to see what the analysis brings us, needs a very different thought process. The questions asked to become as important as the answers received, if not even more so. Therefore it is advisable to make them the best you can ask. Your digital marketing has everything to gain and nothing to lose.

[easy-tweet tweet=”Being on the front page of Google is no longer good enough; you have to be the number one answer in this voice-activated, personal-assistant-supported world we live in.” hashtags=”voice-activated, #CEX, #CRM, #SMX”]

AI and ML are Not 100% Accurate

AI is still in its infancy, despite great leaps forward in some areas in the past year or so. For example, the language translation is still inaccurate today, but that doesn’t mean it’s not helpful. Anything that moves us towards increased customer satisfaction from our digital marketing efforts is significant. However, we must understand their limitations and not be fixated on perfection or rely totally on them.

One of the biggest challenges still prevalent in businesses today is siloed data. It is easy to see that the more information sources we integrate, the more accurate our platforms will likely be. But until we finally break down our internal silos, AI will not be able to deliver its full potential.

 

Taking the Robots Out

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Are Smart Things Really Smart or is it Just Smart Marketing?

Earlier this year I wrote about the impact of AI and ML on digital marketing. The article is called “AI and ML are Taking Digital Marketing to the Next Level.” In it, I compared the positive and negative implications of technology for customers and companies alike.  So this week I wanted to write about the impact of smart choices for business in general.

We seem to be surrounded by smart things: smartwatches, smart clothing, smart cars, smart houses and smart appliances. But are they really that smart? 

The reason for my question is that an article entitled “Taking ‘Smart’ Out Of Smart Things” by Chuck Martin made me think about whether “smart things” really are that smart, or whether it’s something else that’s making them appear smart?

So here are my views on it. Feel free to add your own opinions in the comments below, I would love to start a discussion on “smartness”.

 

The Age of the Customer and the Fourth Industrial Revolution

In one of their older Customer Experience reports Forrester claimed that we are now in the Age of the Customer. This was music to my ears when I first read it, because as you know I’m a customer champion. However, The World Economic Forum reported a few years ago that we are now on the brink of the Fourth Industrial Revolutionwhich is blurring the lines between physical, digital and biological spheres.

In their article, they explain that

“The First Industrial Revolution used water and steam power to mechanize production. The Second used electric power to create mass production. The Third used electronics and information technology to automate production. Now a Fourth Industrial Revolution is building on the Third, the digital revolution that has been occurring since the middle of the last century. It is characterized by a fusion of technologies that is blurring the lines between the physical, digital, and biological spheres.”

Does this mean that people are becoming less and less important as technology takes over more and more areas of our daily lives – and value? Luckily no. The author, Klaus Schwab, Founder and Executive Chairman of the World Economic Forum concludes the article by saying

In the end, it all comes down to people and values. We need to shape a future that works for all of us by putting people first and empowering them. In its most pessimistic, dehumanized form, the Fourth Industrial Revolution may indeed have the potential to “robotize” humanity and thus to deprive us of our heart and soul. But as a complement to the best parts of human nature—creativity, empathy, stewardship—it can also lift humanity into a new collective and moral consciousness based on a shared sense of destiny. It is incumbent on us all to make sure the latter prevails.”

So no panic; there will hopefully still be a place for people in this brave new world! But that doesn’t mean that we won’t have to adapt Click to continue reading

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