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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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artificial intelligence

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.

Tech News

You’ve seen the job listings, but what exactly *is* UX writing?

(TECH NEWS) We seeing UX writer titles pop up and while UX writing is not technically new, there are new availabilities popping up.

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UX writing

The work of a UX writer is something you come across everyday. Whether you’re hailing an Uber or browsing Spotify for that one Drake song, your overall user experience is affected by the words you read at each touchpoint.

A UX writer facilitates a smooth interaction between user and product at each of these touch points through carefully chosen words.

Some of the most common touchpoints UX writers work on are interface copy, emails and notifications. It doesn’t sound like the most thrilling stuff, but imagine using your favorite apps without all the thoughtful confirmation messages we take for granted. Take Eat24’s food delivery app, instead of a boring loading visual, users get a witty message like “smoking salmon” or “slurping noodles.”

Eat24’s app has UX writing that works because it’s engaging.

Xfinity’s mobile app provides a pleasant user experience by being intuitive. Shows that are available on your phone are clearly labeled under “Available Out of Home.” I’m bummed that Law & Order: SVU isn’t available, but thanks to thoughtful UX writing at least I knew that sad fact ahead of time.

Regardless of where you find a UX writer’s work, there are three traits an effective UX writer must have. Excellent communication skills is a must. The ability to empathize with the user is on almost every job post.

But from my own experience working with UX teams, I’d argue for the ability to advocate as the most important skill.

UX writers may have a very specialized mission, but they typically work within a greater UX design team. In larger companies some UX writers even work with a smaller team of fellow writers. Decisions aren’t made in isolation. You can be the wittiest writer, with a design decision based on obsessive user research, but if you can’t advocate for those decisions then what’s the point?

I mentioned several soft skills, but that doesn’t mean aspiring UX writers can’t benefit from developing a few specific tech skills. While the field doesn’t require a background in web development, UX writers often collaborate with engineering teams. Learning some basic web development principles such as responsive design can help writers create a better user experience across all devices. In a world of rapid prototyping, I’d also suggest learning a few prototyping apps. Several are free to try and super intuitive.

Now that the UX in front of writer no longer intimidates you, go check out ADJ, The American Genius’ Facebook Group for Austin digital job seekers and employers. User-centric design isn’t going anywhere and with everyone getting into the automation game, you can expect even more opportunities in UX writing.

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Tech News

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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AI camera

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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Tech News

News site seems run by robot Ron Burgundy with tourettes

(TECH NEWS) You can find a possible look into the future of bot generated content on TechZimo. Beware though, it is filled with errors.

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TechZimo bot writer

If you have had any nightmares about the singularity, aka robot apocalypse, let me put those fears to bed. In actuality the doomsday scenario will be much more clumsy and stupid looking than you ever thought robots could be.

As a Web Producer, I am entrenched in research – and today, I came across a site I hadn’t seen before – techzimo.com. After reading the first 2 sentences of an article about Uber, I began to think something felt a bit off about the writing.

Quotation marks were pressed right against the words before it, like”this”. Now the article didn’t include that many quotes, but what it did inhabit was a tangential synonym that didn’t quite contain.

If you felt your mind pause for a second while reading that last sentence, you’re not alone. You’ll notice some of the words almost work together, but not quite, and those kinds of mishmoshed sentences and punctuation faux pas are exactly what I was dealing with when reading the article.

Technically the quotes were around the right words, but the placement of the quotation marks in the rest of the sentence was all kinds of wrong. Also, some of the words used do technically equate to the concept the “writer” was looking to achieve, but given my experience, a real live human would use different words that are easier to understand…right?

After powering my way through the badly worded, weird misquoted article, I looked at who the author was. “Team TechZimo” wrote the piece, I immediately thought “Oh, well if there is a story no one wants to cover, maybe they throw a bot on the story and just let it go?”

Then I looked at how many articles “Team TechZimo” had written – 720 posts, but that’s not all, while writing to this point that number has reached 727. in the hour since I first looked at the site, 7 more articles were written, I thought “that has to be a bot.”

But that cant be…that’s an insane number of articles for a company to hand to a bot. So I looked at the home page to view all the articles, and I’ll bet you can guess what I found.

All were written by “Team TechZimo.”

That’s right. Every single article on this site was bot written.

My next question was “how long this had been going on?” So I investigated. The very first article was written on January 31st, 2020, and 39 articles were written the day they opened the site!

To recap and to further drive home my point, this entire site did not exist 1 month ago but now has 729 articles up. Every one of those articles are filled with errors, but maybe not egregious enough issues to ring an average reader’s alarm bells.

So naturally the next thing I wondered was why? Why create a site that improperly writes news stories that people may want to read? My first guess is ad space, every page has ads. A single person can get a writing bot for free (I will not link one!), pay for a domain, get that bot a writin, and profit from generic ads.

I realize that by writing this and linking to the TechZimo site, I am almost contributing to the validity of this issue, but honestly I am more worried about the people who do not scrutinize their news sources.

Lucky for you (and other fact-driven readers), it seems many of the articles are mostly filled with plain facts. The only problem was with punctuation and word choice.

So while you are out inquiring the internet, be sure to”keep your eye to the grindstone,” and beware of this or any other one-authored sites that within 1 month, has 730 articles and zero comments.

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