Spotlight on contracting: Umbrella vs Limited Company
August 20th, 2019
The world of digital marketing is always changing, when a new technology arises so does opportunity. As a marketer I love seeing new technology being used in the industry, we’re already seeing many companies starting to use VR and AR (especially on Snapchat!). However, the one bit of tech that really interests me is artificial intelligence (AI) and machine learning.
I think there is so much potential for AI in marketing and we are already starting to see a shift in brands using it, not just to market directly to the consumer but also to help streamline any processes.
This is one, no matter what background you come from (marketing or not), you’ll be used to. If you’ve ever shopped online, you will have been recommended products. AI is making this become more and more personalised by delivering highly targeted suggestions to each individual.
Chatbots are on the rise, it’s been predicted that by 2020 85% of interactions with a business won’t involve a human customer service representative. Bots are already being used to help consumers make buying decisions, as the data is collected the AI is continuing to learn and can eventually assist with general enquiries.
Analytics are incredibly powerful in marketing, not only can they show you current trends, but they can help predict them as well. Artificial Intelligence and machine learning can really be utilised here, as more data is inputted and analysed the AI develops. Predictive analytics can be used especially in e-commerce as it can allow the analysis of customer purchase behaviour and predict what they are going to buy and when.
It’s one topic we see come up time and time again, AI has “created” something new. Not too long ago to celebrate Bach’s birthday the famous Google Doodle introduced artificial intelligence. Users were able to create their own music using AI and machine learning to harmonise melodies. Many in the industry are suggesting that AI is not powerful enough to fully create content but is this something that will happen in the near future?
(If you want to know how “good” bots are at writing, I highly suggest you check this out – https://www.buzzfeed.com/christopherhudspeth/these-hilarious-scripts-written-by-a-bot-will-make-you)
Artificial Intelligence and Machine Learning are having a real impact on digital marketing, it’s changing the way we speak to the consumer, how we create content and even consume it. I am excited to see how far this goes, and how it is going to continue to impact the industry I love… as long as it doesn’t take my job!
What impacts do you see AI having on marketing? Have you seen a direct impact in the way you consume, purchase and create?