No Androids were harmed in the writing of this post!
Remember those futuristic science fiction movies about robots with artificial intelligence? Well, the future is now — but while AI may still show up in robots, it’s cropping up in a lot of other interesting places.
For example, it turns out that artificial intelligence has made inroads in the marketing world, thanks to something known as “machine learning”. The whole idea of machine learning is that computers can collect data and use it to make our lives better, which opens up a whole new way for marketers to reach their target audience!
This AI stuff is already happening right under your nose. If you have a smartphone, chances are good you’ve used Apple’s Siri or Microsoft’s Cortana. These are AI platforms that not only talk to you, but also learn. Click To Tweet. For example, it notices where you drive every day and makes recommendations about the best route to take.
Putting the i (AI) in Marketing
Now, imagine this same machine learning concept applied to marketing. What if you could have a platform that could segment your customers not through rigid buyer personas, but by actually getting to know each and every customer individually?
It sounds crazy, but consider a service like Netflix. You log on to watch a movie, and before you turn it off for the day, you spy a section called “Other Movies You Might Enjoy.” What Netflix is doing here is trying to make personalized recommendations that keep its customers engaged, because the more Netflix you watch, the more likely you are to keep paying for it.
This machine learning can apply to countless other marketing scenarios. Salesforce has created a proprietary Einstein AI technology that can make product recommendations within its commerce cloud, suggest email content and even provide forecasting tools for sales managers.
Salesforce Has AI
Like with many technological advancements, the practical use of AI in marketing is that it can automate the tedious parts of the process, while also improving the scale and reach of marketing beyond what the already-overworked marketing manager can handle. This has been debated for a while now but the proof for the claim that intelligent process automation makes humans smarter is already present.