In the dynamic world of digital marketing, AI and Machine Learning (ML) are the twin engines powering innovation. AdTech Hub’s series aims to demystify these technologies with real-world marketing examples, making them approachable for every marketer.
What is AI?
AI is akin to a digital brain, designed to mimic human cognition and excel in data-driven decision-making. For instance, AI algorithms are behind the personalized product recommendations you see on e-commerce sites, enhancing cross-selling and upselling opportunities by predicting customer preferences.
A clothing retailer uses AI to analyze purchase history, leading to personalized apparel recommendations that increase average order value.
What is Machine Learning?
ML is AI’s self-improving aspect. It doesn’t just follow a set of rules; it learns from data. This is how streaming services can predict which shows you’ll binge-watch next — by analyzing your viewing history and comparing it with millions of other users.
A streaming service employs ML to refine its recommendation engine, boosting viewer engagement and subscription retention rates.
Demystifying Deep Learning
Deep Learning, a subset of ML, uses multi-layered neural networks to digest vast amounts of data. It’s behind voice recognition software that can understand different accents and dialects, allowing brands to provide a more personalized voice-assisted customer service experience.
A multinational corporation uses deep learning for its customer service voice interface, enabling it to accurately process and respond to a variety of languages and accents, thus improving customer satisfaction globally.
The Power of Natural Language Processing
NLP analyzes and generates human language. Consider the last time you asked a voice assistant for the nearest coffee shop; NLP was at play, deciphering your request and delivering an appropriate response.
A coffee chain uses NLP to analyze customer reviews, identifying common words and phrases related to customer delight or dissatisfaction, which informs their service improvement strategies.
The Possibilities of Generative AI
Generative AI is the creative cousin in the AI family. It can generate articles, images, and even videos. Brands use generative AI to create diverse and inclusive advertising content that can adapt to different audiences and regions without the need for extensive photoshoots.
An advertising agency uses generative AI to produce a variety of ad images that feature a diverse range of models, ensuring inclusivity and resonance with a global audience.
AI and ML are not the future; they are the present, reshaping marketing as we know it. They provide a competitive edge by automating complex processes and delivering deeper insights into customer behavior. Stay tuned for more in this series as we dive deeper into AI’s role in marketing. And remember, if you’re looking to cut through the noise and make AI work for you, reach out to AdTech Hub. Our experts are ready to craft AI-powered marketing strategies that drive results and give you an edge in today’s digital landscape.
