Artificial Intelligence (AI) has been the top marketing theme last year and continues to be this year, simple because only a few have the time to search through the vast amounts of data, but a robot can.
There are three types of artificial intelligence
Both terminology and the definition of what is artificial intelligence are much discussed, and from a marketing perspective, AI is divided into three types, namely machine learning, tendency models and smart applications.
1. Machine Learning
Machine learning is when models for future actions are based on earlier data and created using algorithms. Spam filters are an example of machine learning: they adapt to the changing behavior of spammers and are therefore constantly changing.
2. Tendency Models
Tendency models are used when models created by machine learning are used to predict results of actions. Marketing scenario tools are an example of this area of artificial intelligence. They are used to predict which marketing measure is most likely to deliver the desired result (predictive marketing).
3. Smart applications
Smart applications are applications that are programmed to do specific tasks. These are, for instance, the production of text, the collection of data or the recognition of images. A chatbot, which is used in an online shop and independently answers customer questions, is an example in the field of intelligent applications. Expect a lot of discussion about the "intelligence" of a robot, that merely repeats pre-programmed answers. Fact is, that AI has not yet replaced humans in tasks that require a high level of intellect to solve them, instead is used in tasks that consist solely of routines and require rapid data interpretation, such as data processing. search queries, voice or image recognition, chatbots, behavioral-based predictions, display advertising / retargeting, dynamic pricing, or text production.