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Artificial Intelligence is marketing’s new frontier, here’s your crash course

(TECHNOLOGY) Marketing is rapidly evolving, and the knowledge required to dominate in the future is changing just as quickly. Time to get up to speed!

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Back in the day, the idea of interacting with robots and computers seemed out of an episode of The Jetsons. But fast-forward to today, and some of the most far-fetched ideas back then have become our reality, and you know what? It’s awesome.

In Back to The Future II, they used tablets to get Marty to sign up to save the Clock Tower, and then this massive shark pops out of a sign, which freaked 1984 Marty out. The only thing is – do you remember how pixelated the shark was? Magic Leap is augmenting reality to look like a whale can literally crash into a gymnasium, without so much as a drop of water.

Our cars have precise navigation systems (still can’t fly, though), radio stations from around the world stream into our stereos, our phones can control every aspect of our lives down to how much sleep we get a night. And while it was once thought to be nothing more than fantasy from the pages of a Spielberg script, Artificial Intelligence (AI) has embedded itself into our daily lives, too.

For marketers, there’s much to love about AI: it’s redefining the industry because we can move the chess pieces in ways that previously, we’ve only imagined. AI will change how people interact with data, but also impact how consumers get information much like television commercials and traditional advertising in the analog heyday.

If you’re unaware of what Artificial Intelligence is, it’s the study of making machines super intelligent, and giving them the capability to problem solve. Machine learning creates constantly evolving systems that teach computers to learn organically. Google Photo is a prime example of how machine learning works: photos are fed into Google’s AI and eventually after seeing so many photos of a face, it will eventually recognize the person in the picture.

Artificial Intelligence is marketing’s new frontier

Think about Netflix, how it knows what shows we want to watch, or when a site can predict a new pair of shoes that are exactly your style – that’s AI at work. All of the world’s premier brands are investing in AI. One of the strongest reasons why, is simple – targeted suggestions.

Because of AI’s data collecting capabilities, marketers can collect and analyze swaths of data to enable predictive strategies at every stage of the funnel. We can find ways to move the needle in terms of what a customer wants, and provide different strategies to ensure they’re empowered to make a choice they may have not known about.

All of tech’s biggest players are investing heavily into AI right now. Amazon, Google, Microsoft, and Atlassian are all competing against one another, and then against the biggest companies in China, Japan, and Europe – all for the world’s top talent to understand how we make machines do more for us.

But, don’t forget, Target, Walmart, and Zappos are all investing in AI, too.

Everyone is.

Google’s CEO Sundar Pichai said in January that AI was “one of the most important things that humanity is working on” and also went on to double down its importance, stating, that it was “more profound than electricity or fire.”

ROI is everything

When you talk to a marketer, the term ROI (Return On Investment) comes up A LOT.

Running campaigns is somewhat of a science, but with the right data, you can take the ‘somewhat’ out of the equation.

By relying on AI, taking the guesswork on what will hit regarding a campaign becomes clearer, thanks to having a defined understanding of Customer Relationship Management (CRM), social data, and analytics. Machine Learning makes it easier for marketers to identify trends.

By combining AI and marketing fundamentals, teams can create multi-layered strategies that offer customized messages to the user.

According to Adobe, “Forty-seven percent of digitally mature organizations, or those that have advanced digital practices, said they have a defined AI strategy.”

Search like never before

Think about what we used to consider as “search” – yes, we still type a word or phrase into Google and see what pops up, but that’s changing. Search engines are smarter, thanks to AI-infused digital marketing.

AI tracks searches, remembers what you were looking for, what you’ve recently ordered, what sites you’ve visited in the past few months, and then compile all of that data into one powerhouse when it comes time to buy that next fridge or find a new pair of boots.

Because of the continual development, Google’s ability to predict keywords is getting crazy. Latent Semantic Indexing (LSI) generates keywords semantically related to a main keyword, which offers a fine tuned search result.

Alexa and Siri might considered “home assistants,” but both can order toilet paper for you or tell you when you need to change the air filter in the house. We use them for everything from asking the simplest way to make an alfredo sauce, to asking what the weather looks like.

While some detractors aren’t too keen on the idea of a robot listening to our personal conversations, the facts are simple – more and more houses will integrate AI into their construction and remodels thanks to their demand and proven ease of use.

But, for marketers, these machines are active ways to search something without touching a keyboard, and an effective way to market an idea, if the user is open to new products when it comes time to tell Alexa to buy a certain brand of dish soap, and another is on sale.

User experience drives everything

If you’re looking for support for a product, most sites have a chatbot ready to answer questions. Instead of a human having to find a query and search endlessly through knowledge bases for an answer, a chatbot can recognize patterns in questions and hone in on a few keywords to make a suggestion that’s based on data versus a human’s best guess.

Chatbots are based on the AI principle of storing information and self-learning.

Tools like Wit.ai, IBM Watson, and Api.ai, incorporate language processing and learning faculties.

But, aside from customer support or online ordering, we can also tailor websites and the buyer journey to what a user’s needs are. Because of the collected data, website personality can hone in on a specific product type or suggest things based on a past history of browsing.

This is an opportunity for a marketer to run specific campaigns based on someone who’s looking for old-school Adidas and see if they’d be interested in a new streetwear magazine that’s launching this fall. The partnership opportunities are endless thanks to a fluid AI-based UX experience.

Social media giants Facebook are all in when it comes to investing in artificial intelligence, too. Yann LeCun, Facebook’s chief AI scientist, and an early machine-learning architect, told the Washington Post that boss, Mark Zuckerberg told him to press down on the gas pedal and make Facebook more AI-inclusive.

“AI has become so central to the operations of companies like ours, that what our leadership has been telling us is: ‘Go faster. You’re not going fast enough,’” LeCun said.

What else will AI drive in marketing?

For marketers, AI is a massive win, we can track, improve upon, and watch AI evolve. According to TowardDataScience, marketing’s next significant trend is consumer personalization (29 percent), and then AI (26 percent) – data via BrightEdge.

We’ll soon be able to offer deeply personalized website experiences, change how we use PPCs (Pay Per Clicks), and we’ll start seeing data collection for traffic, and budget in ways we never thought considered.

Because of how we concentrate PPCs, AI will help target ads with thousands of variations on ad copy or swap out a photo for greater impact, based on user data.

Writers will create boilerplate copy and then updated snippets that will automatically move in and out or rearrange, depending on the user.

We’ll also have a clearer idea of when to run specific ads for a high click through based on emotional data and reactionary times, which will calibrate the fight against lowest priced clicks for lead conversion.

MemSQL surveyed 1,600 marketing professionals, and 61 percent, regardless of company size, named machine learning and AI as their most significant investment for next fiscal year. These numbers will only increase as in-house teams and agencies alike will adopt AI as a new tool to get the customer excited and clicking.

Artificial Intelligence is like the wild west in marketing – there’s so much to explore, and to experiment with. We could see gains like never before because we’re dedicating the experience to the customers’ wants and needs, which is a new tactic. We’ve always tried, but armed with this level of data, we can now be precise in regards to the the buyer’s journey.

The future is bright for AI and marketing. We’re standing at the forefront of a technology that will change the world. Talking houses are a slice of the next wave, and it’s exciting. Personally, I’m waiting for a robot best friend or a Delorean – I’ll take either.

Robert Dean is a writer at Adia and The American Genius. He is a writer, journalist, and cynic. His most recent novel, The Red Seven is in stores. Currently, he’s working on his newest novel, Tragedy Wish Me Luck. He also likes ice cream and panda bears. He currently lives in Austin. Stalk him on Twitter.

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China no longer dependent on U.S. for smartphone components

(TECH NEWS) Trump’s trade war, more specifically, the ban on shipping phone components, to China has begun to take a toll on chip manufacturing.

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Once upon a time, the U.S. and China were buddies, exporting and importing from each other with ease. However, President Trump’s recent actions regarding trade with China is certainly putting a damper on things.

It seems that Chinese companies have moved past the need to import certain products, like smartphone chips, from the U.S. – something they previously relied heavily on by working with American companies like Qorvo, Inc. in North Carolina, Skyworks, Inc. in Massachusetts, Broadcom, Inc. in California, and Cirrus Logic in Texas.

Since the ban in May, Trump specifically barred shipments from the U.S. from companies like Qualcomm and Intel Corp to companies like Chinese tech conglomerate, Huawei Technologies Co. But much like the bans that came before the Trump administration, it didn’t last long. With tensions high, the U.S. actually recently started rolling back some aspects of the ban and started making exceptions that allow American tech companies to continue to work with Chinese companies like Huawei.

Of course, China’s lack of U.S. parts hasn’t stopped them from rolling out new and improved products. As a matter of fact, in September, Huawei unveiled its newest phone, the Mate 30, which boasts highly-desired features, such as a curved screen and a wide angle camera. This makes the phone a pretty solid competitor of Apple’s newest iPhone, the iPhone 11, of which China was sent 10 million of in September and October.

After Huawei’s announcement, investment and banking firm UBS, and Japanese technology lab Fomalhaut Techno Solutions, partnered up and took to their labs to analyze the phone’s components. Their analysis was simple and straightforward. They found that there were absolutely zero American components in the phone. In fact, the chips in the Mate 30 are actually from Huawei’s in-house chip design agency, HiSilicon. They also provided Huawei with WiFi and Bluetooth chips. With HiSilicon’s 20 + years experience in the industry, 200+ chipsets, and 8000+ patents, it’s no wonder U.S. chip companies are getting nervous. Qualcomm, for example, announced a 31-40% decrease in estimated chip shipments over the next year.

Although the chip ban has made a big impact on larger U.S. companies who make and supply chips to China, there are still many other businesses that have been affected in Trump’s trade war. As it happens, U.S. Commerce Secretary Wilbur Ross recently confessed that, since May, when the ban was put in place, the U.S. has received at least 260 requests, asking that they excuse them from the ban and be allowed to work with China as they previously had.

But really, at the end of the day, with so many American companies relying on China for both import and export, it’s probable that the ban will be short-lived and that exceptions won’t need to be made. As Americans, we can be hopeful that the end-result of this trade war will be a positive one, but only time will tell.

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AI cameras could cut down traffic deaths, but there may be flaws

(TECH NEWS) Traffic accidents have plagued humanity since motor vehicles were created, can AI help cut down on text and drive incidents?

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What if we told you Australian officials believe they have found a way to reduce driving deaths by almost 30% in just two years? It’s a pretty appealing concept. After all, Australia alone faces an average of over 3 deaths a day due to driving accidents. And Australia’s average death rate clocks in at just half of what we face in the United States.

There’s just one problem with Australia’s proposed solution: it’s basically Big Brother.

Basically, Australia plans to use AI cameras to catch people texting and driving. There are plenty of places that have outlawed texting and driving, but that rule is very hard to enforce – it basically means catching someone in the act. With AI cameras, hands free driving can be monitored and fined.

Australia has already started rolling out some of these systems in South Wales. Because this is a new initiative, first time offenses will be let off with a warning. The following offenses can add up quickly, though, with fines anywhere from $233 to $309 USD. After a six month trial period, this program is projected to expand significantly.

But there are real concerns with this project.

Surprisingly, privacy isn’t one of these worries. Sure, “AI cameras built to monitor individuals” sounds like a plot point from 1984, but it’s not quite as dire as it seems. First, many places already have traffic cameras in order to catch things like people running red lights. More importantly, though, is the fact these machines aren’t being trained to identify faces. Instead, the machine learning for the cameras will focus on aspects of distracted driving, like hands off the wheel.

The bigger concern is what will come from placing the burden of proof on drivers. Because machine learning isn’t perfect, it will be paired with humans who will review the tagged photographs in order to eliminate false positives. The problem is, humans aren’t perfect either. There’s bound to be false positives to fall through the cracks.

Some worry that the imperfect system will slow down the judicial system as more people go to court over traffic violations they believe are unfair. Others are concerned that some indicators for texting while driving (such as hands off the wheel) might not simply apply texting. What if, for instance, someone was passing a phone to the back seat? Changing the music? There are subtleties that might not be able to be captured in a photograph or identified by an AI.

No matter what you think of the system, however, only time can tell if the project will be effective.

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DeepComposer: AWS’ piano keyboard turns AI up to 11

(TECH NEWS) Amazon has been busy with machine learning, which includes a camera, a car, and now DeepComposer that’s able to add to classics on the fly

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Musicians, listen up, there’s a new kid in town, its name is DeepComposer and it’s coming to take your creativity and turn it up to 11.

Artificial Intelligence has taken a leap into what has long been considered the “pinnacle of human creativity”, as Amazon revealed what is said to be the world’s first machine learning-enabled keyboard capable of creating music.

Amazon unveiled its AWS DeepComposer keyboard Monday during AWS re:Invent, a learning conference Amazon Web Services hosted for the global cloud computing community in Las Vegas.

Demonstrating DeepComposer’s abilities, Dr. Matt Wood, Amazon’s VP of Artificial Intelligence, played a snippet of Beethoven’s “Ode to Joy” and then let the keyboard riff on it with drums, synthesizer, guitar, and bass, sharing a more rockin’ version of the masterpiece.

Generative AI, is considered by scientists at MIT to be one of the most promising advances in AI in the past decade, Wood told the crowd. Generative AI allows for a machine not only to learn from example, as a human would but to take it next level and connect the dots, making the next creative step to composing something completely new.

“It [Generative AI] opens the door to an entire world of possibilities for human and computer creativity, with practical applications emerging across industries, from turning sketches into images for accelerated product development, to improving computer-aided design of complex objects, Amazon said on its AWS re:Invent website.

How does it work? The Generative AI technique pits two different neural networks against each other to produce new and original digital works based on sample inputs, according to Amazon. The generator creates, the discriminator provides feedback for tweaks and together they create “exquisite music”, Wood explained.

A user inputs a melody on the keyboard, then using the console they choose the genre, rock, classical, pop, jazz or create your own and voila, you have a new piece of music. Then, if so desired users can share their creations with the world through SoundCloud.

This is the third machine learning teaching device Amazon has made available, according to TechCrunch. It introduced the DeepLens camera in 2017 and in 2018 the DeepRacer racing cars. DeepComposer isn’t available just yet, but AWS account holders can sign up for a preview once it is.

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