Page 6 - AeM_February_2020

RESEARCH
ANALYSIS
For instance, an end user does not have to be clear thought they could sit it out, but they have neither
TRENDS
about his communication strategy before using artificial adequately observed and analyzed the Internet
intelligence to his advantage, rather just try out the new technology nor the behavior of their target group. And
tools or features. For example, Google Duplex, a digital they did not react to the changed buying behavior in
assistant for consumers is already in use in the USA, time: with a changed selling behavior. Given the next
which makes appointments with the hairdresser or paradigm shift from AI, this must not happen a second
craftsman by phone or reserves a table in the time.
restaurant. What I want to point out is that end users
are already using artificial intelligence to communicate, Challenges and opportunities of AI in
and companies still have a lot of catching up to do communication
when it comes to AI. In other words, it is high time to
change that. There are two challenges for communicators in sales,
service, marketing and corporate communication: not
Buying and selling behavior changed only that they have to deal extensively with possible
own AI communication scenarios, they should also
Technologies such as text mining, possibly in research what information needs to exist and which
conjunction with smart speakers, make it easier for applications their target group is already using or will
consumers to research relevant information that use in the foreseeable future. Knowing what a product
interests them personally or professionally. If Google or service provider or the end-user AI is looking for and
News is used, for example, the user no longer surfs on how it evaluates the results is the first step towards
individual media or company pages. The target group is providing suitable answers to AI's questions.
sometimes so spoiled that they do much less research
themselves, making it difficult for companies to draw Face the truth that AI is already changing the way
the target group's attention to their own messages. End companies work in their communication: digital, voice-
users can even collect and use the data they leave on controlled assistants help to get relevant information
the Internet, e.g. selling it to advertisers via Bitsabout faster, order things, or even edit photos and graphics.
Me. There are features like speech-to-text, text-to-speech
and even text-to-video. Translations of entire Word or
And it's not just the end users who take advantage of PowerPoint files or conversations, automated image
AI’s possibilities. If, in the past, purchasing departments recognition and text creation are possible. Automating
have only looked at the balance sheet of a supplier, AI recurring processes simply saves a lot of time and
is now researching, structuring and evaluating the improves the throughput and the outcome of the
overall framework that is important to a company - communication enormously.
often pressured by customers - from the supplier's
environmental awareness to its attitude to human Artificial intelligence can not only accelerate repetitive
rights, political issues and security aspects to work processes, but also bring completely new insights.
management style at board level. Various aspects can be analyzed: for example,
behavior in social media, voice patterns, facial
It wasn't that long ago that the buying behavior of expressions or body signals such as heart and
purchasing departments and end users has changed respiratory rate. Nowadays, algorithms can not only
fundamentally: through the Internet. Over the past 20 find out what a person wants at a certain moment, they
years, many companies have lost market share and can also recognize how they feel about it and how they
sales as a result. Even today, quite a few of them are tick in general. With this knowledge, not only the
surprised that their previous strategies and content no specific approach can be changed, but also the specific
longer work. They do not want to realize that the offer portfolio - right down to the individual price.
Internet offers more than the option of having a
business card online - it is the basis for unprecedented Look a little further into the future
market transparency. The formerly ‘loyal’ target group
not only has completely different information and It becomes clear that the use of AI on the supplier and
research options, but also many more choices. We are buyer side does not only change the way we work in
all aware of the fact that a tendency to switch has sales, service, marketing and communication; it will
replaced old brand loyalty. It was too much work for completely revolutionize communication. Why?
companies that missed the connection here to keep an Because in the future, artificial intelligence on the
eye on forum posts, posts in social media and reviews - supplier side will increasingly communicate directly with
not to mention actively using these channels. They artificial intelligence on the demand side. Unlike us, AIs

February 2020: Automation & AI: accelerator in digital marketing 6