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             Artificial Intelligence in marketing –

             where is it heading?

            Artificial  Intelligence  (AI)  has  been  the  top  marketing  Marketing scenario tools are an example of this area of
            theme  last  year  and  continue  to  be  this  year,  simple  artificial  intelligence.  They  are  used  to  predict  which
            because only a few have the time to search through the  marketing measure is most likely to deliver the desired
            vast amounts of data, but a robot can.               result (predictive marketing).

            There are three types of artificial intelligence     3. Smart applications

            Both  terminology  and  the  definition  of  what  is  artificial  Smart   applications   are   applications   that   are
            intelligence are much discussed, and from a marketing  programmed  to  do  specific  tasks.  These  are,  for
            perspective,  AI  is  divided  into  three  types,  namely  instance, the production of text, the collection of data or
            machine  learning,  tendency  models  and  smart  the recognition of images. A chatbot, which is used in
            applications.                                        an  online  shop  and  independently  answers  customer
                                                                 questions,  is  an  example  in  the  field  of  intelligent
            1. Machine Learning                                  applications.  Expect  a  lot  of  discussion  about  the
                                                                 "intelligence"  of  a  robot,  that  merely  repeats  pre-
            Machine learning is when models for future actions are   programmed  answers.  Fact  is,  that  AI  has  not  yet
            based  on  earlier  data  and  created  using  algorithms.   replaced  humans  in  tasks  that  require  a  high  level  of
            Spam  filters  are  an  example  of  machine  learning:  they   intellect  to  solve  them,  instead  is  used  in  tasks  that
            adapt  to  the  changing  behavior  of  spammers  and  are   consist  solely  of  routines  and  require  rapid  data
            therefore constantly changing.                       interpretation, such as data processing. search queries,
                                                                 voice or image recognition, chatbots, behavioral-based
            2. Tendency Models
                                                                 predictions,  display  advertising  /  retargeting,  dynamic
                                                                 pricing, or text production. ◊
            Tendency  models  are  used  when  models  created  by
            machine learning are used to predict results of actions.

      10            February 2018 - Artificial Intelligence (A.I.) in Marketing
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