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RESEARCH, ANALYSIS & TRENDS
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
