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            For  instance,  an  end  user  does  not  have  to  be  clear   thought  they  could  sit  it  out,  but  they  have  neither
            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

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