How can machine learning support advertising agencies

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Artificial intelligence in marketing

First, we would like to introduce some terms in the field of Artificialintelligence (Artificial Intelligence) clearly differentiate that should not be confused. Artificial intelligence serves to describe all research fields that deal with the provision of human intelligence through machines. More precisely, this means that machines can interact and also react independently. The AI is the generic term for the following terms: Cognitive Computing and Machine Learning, these go one step deeper. Cognitive computing is self-learning IT systems that simulate human thought processes in a computer model. As in the human brain, cognitive computing systems remember previous interactions and draw their conclusions from them. These systems enable real-time communication with both humans and computers. The term machine learning, on the other hand, describes systems that generate their knowledge from experience. This means that the machine does not learn examples by heart, but recognizes patterns of the existing data and gains new knowledge from these patterns. In this way, the machine can also assess unknown data or fail to learn unknown data. Well-known areas of application for machine learning are e.g. automated diagnostic procedures, recognition of credit card fraud, stock market analyzes, speech and text recognition and autonomous systems. There are two other sub-terms for the term machine learning: artificial neural networks and deep learning. Artificial neural networks are based on the functioning of the neural networks in the human brain. These networks consist of so-called nodes, the neurons, which are linked to one another via connections. The Artificial Neural Networks learn by increasing these connections. Such an increase occurs as more data is disseminated. Deep learning is also referred to as a deep neural network. It is used as an optimization method for the artificial networks. This system has large amounts of data in which certain patterns can be recognized. Examples of this method are digital assistants, such as Siri and Alexa, and chatbots. Both examples learn with every question asked.

The Artificial intelligence is on everyone's lips these days. However, it is not all that has to do with the future and machines. The AI refers to the automation of intelligent behavior. This means that computers are built or programmed in such a way that they can simulate an intelligence similar to humans, act independently and work out solutions to problems independently.

Within the Artificial intelligence a distinction is made between the strong and the weak AI. With the strong AI the machine can do everything that a human can do. The weak, on the other hand, deals AI with transferring the individual abilities of a person to the machine. This includes, for example, the recognition of texts, image content, speech recognition and gaming.

Artificial intelligence is already enriching us today, but it will be indispensable in the future.

The Artificial intelligence has numerous advantages but also has some disadvantages. Many workers worry that their jobs will be replaced by machines and robots in the next few years. This will also apply to some professions. Call centers are an example of this. In the years to come, the technical issues will be handled entirely by robots. Orders and data changes are already being accepted by chatbots. However, machines are not able to answer emotional questions. People are still needed for this. Autonomous driving will also replace taxi, bus and truck drivers in the future. Another example are salespeople and cashiers. They too can through the AI can be completely substituted, as payment at checkouts can also be processed automatically. Payment is then made via a smartphone app or a corresponding customer account. In the future, accountants will also be replaced by machines that precisely recognize invoices and receipts. Analogous to these substitutions, one can visualize the professional development of the classic typesetter. In this job description, handwritten documents were printed in writing. This was done by hand at first and was later replaced by a machine with a keyboard. Due to the development of computer technology, layouts were designed exclusively via screens, and so were the texts. The naming of the profession of typesetter was no longer relevant from this point on. Today's profession of media designer has developed from this.

Despite some replacements by the Artificial Intelligence, there will also be new professions, because the machines and robots have to be created and maintained. The Artificial intelligence is already represented in some specialist areas, including the IT sector (virtual assistants take over data collection and analysis, as well as the system check), the pharmaceutical industry (relationships between an active ingredient and its actual effectiveness are analyzed), tourism (flight bookings are made via chatbots ), the agricultural sector (agricultural machines drive automatically in the field) and medical technology (tissue samples are sorted and the dispensing of medication is monitored). Robotic arms have become indispensable for tasks that are hazardous to health and prone to accidents (e.g. painting or welding). Another well-known application of the Artificial intelligence can be found in games, especially board games like checkers and chess. Programmable and adaptive toys already have a permanent place in children's rooms. An example of this is the AIBO robot dog.

The Artificial intelligence will not suddenly go into marketing, but will gradually become more present, similar to the "Smart Home" area. The most efficient marketing strategy is content marketing because it provides the user with the content they are looking for. This serves the customer loyalty and the acquisition of new customers. But the direct encounter with content is no longer as popular as it used to be. Users expect interactive content. In order to be able to use this knowledge for your own marketing, the Artificial intelligence Provide clues by observing user behavior and promoting engagement. The Artificial intelligence This can be an advantage, because the different languages ​​can be automatically translated in a short time. In the future, posts, comments and advertising on websites will be translated in real time.

Followed in marketing AI the goal of supporting people with machines. In spite of everything, the human being still retains control over the system. However, with the Artificial intelligence the contact between companies and customers is mainly reduced to platforms. This platform is mostly a mix of social media, artificial intelligence and messaging. In this way, the user can communicate not only with the keyboard and mobile phone, but also via language and dialogues. This has the advantage that the system's responses are personalized. AI will always land a hit with their suggestions.

Even today we are already surrounded by Artificial intelligencethat we hardly perceive consciously. There is already space for it in online shopping, where attractive offers are created based on the respective orders or search queries. This gives the user the feeling that the Internet already knows what he needs. Another well-known example are the chatbots in customer service. Many companies no longer have telephone customer service, but a generated bot that answers questions online. Even digital assistants such as Alexa and Siri have become indispensable these days and make our everyday lives easier with numerous functions.

The area of Artificial intelligence continue to grow, this is shown by statistics from the ITK industry association Bitkom. Since 2012 the AI increased to over 20%. Facial recognition technology is to be further expanded in shops and restaurants so that customers can be identified automatically and served according to their preferences. Nowadays it is in the field of AI It is already possible to have Excel files properly formulated and to generate a politically correct job advertisement. In the future, this should also be possible for creative writing. The Artificial intelligence In the next step, you can independently write content from data and current events. So we can look forward to the future of the Artificial intelligence be!

You wonder how you do Artificial intelligence can use for yourself? Then talk to us, we will be happy to provide you with more information! Write us a message to [email protected] or give us a call: Telephone (0721) 2012-120. We look forward to you!