Artificial intelligence (AI) isn’t new, but in the past few years its use in the business world has grown exponentially. Google uses AI to help with search queries. IBM’s supercomputer Watson has most recently been learning how to stop cyber attacks. In the coming months and years, we’re going to see AI affect every area of digital marketing. So what does this mean for content marketing?
Better Audience Understanding
Big tech companies like Google, Amazon, IBM, Microsoft, and Facebook have been investing money in machine learning and artificial intelligence for several years in order to predict what their customers want—even before they know. Machine learning platforms can apply deep learning to large data sets to identify trends or common occurrences and then effectively predict typical responses. For example, let’s say you roll out a message to your audience. These platforms can conduct tests to see what’s working and what’s not in order to discern what’s truly driving behavior. This data can then be used to adapt content in real time to get the right message to the right person on the right platform at the right time.
Better Experience
AI offers a data goldmine with the capacity to analyze that data faster than ever before. It looks at real-time interactions between our messaging and the resulting customer behaviors in order to draw useful insights about what works and what doesn’t. We can take that knowledge and translate it into an experience that feels personal to our customers. Brands are already doing this on a small scale, such as in the case of product recommendations from online retailers, Netflix’s content curation, and virtual assistants like Siri, Cortana, and Google Now.
Better Engagement
What follows a better user experience? Better engagement. When you know your audience well and can create experiences expertly tailored to them, you can reach them in a more impactful way and keep them coming back for more.
Better Productivity
Some have feared that artificial intelligence technology will cost folks their jobs, but it’s more likely that it will give people the opportunity to focus on things like strategy and qualitative data interpretation—things that AI can’t do. AI will cause a shift in our day-to-day work since computers can now carry out rote functions and straightforward analytics that have historically taken up so much time. We’ve already seen the advent of companies like Automated Insights, which helps businesses produce annual reports, financial stories, brand management reports and more at a rate of 2,000 articles per second. Leveraging this technology will free up time for marketers to focus on higher-value tasks and may even help them do those tasks better.
Artificial intelligence technology is bound to have a lasting impact on content marketing in the years to come. In it lies a powerful opportunity to create better experiences for our customers because the combination of AI plus human is a much more potent platform than AI alone.
Ready to take your content marketing to the next level? Contact Filament for help putting the latest digital marketing trends to work for your business.
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