IBM’s Watson may soon be the hardest working marketer in town. Once big data was implemented within the marketing community, artificial intelligence couldn’t be far behind. In order to actually analyze and comb through the immense warehouses of data that businesses have been collecting, algorithms had to be developed. This was big data analysis. Once those algorithms became sufficiently complex, they turned into full artificial intelligence suites. These advanced AI systems are designed to identify relevant marketing data and determine the patterns that human marketers could potentially miss. And they’re becoming more sophisticated.
Artificial intelligence is simply a more sophisticated, complicated method of analyzing big data. AI distinguishes itself from a mere algorithm by being able to learn and adapt. A marketing AI will get better at identifying patterns in its marketing data the more often it’s used. So the real difference between AI and an algorithm is that AI doesn’t stay static. It’s constantly growing and evolving into something that is more effective and more likely to improve revenue generation.
Why is Artificial Intelligence Necessary?
Artificial intelligence such as Watson are especially skilled in combing through unstructured data. And a great deal of marketing data today is unstructured. Email, blog posts, news articles, social media updates — all of these elements are critical to the modern marketing campaign but cannot be neatly pigeonholed into a spreadsheet or database. Artificial intelligence uses its own knowledge to identify relevant information from this unstructured data, prioritize it, and then determine the best way to isolate patterns and draw potential conclusions.
Artificial intelligence is being deployed throughout all areas of business intelligence and technology, not just the marketing sector. For those within the data science industry, it’s definitely an element that is here to stay. What remains to be seen is how it will ultimately impact the digital marketing niche. As of now, true AI is only available to the largest marketing firms, and has yet to trickle down to smaller agencies. Once reliable artificial intelligence is available at an affordable rate to smaller firms, marketers may see shifts in both conversions and engagement.