Right Here, Right Now: Nine Ways You’re Already Using Artificial Intelligence

Right Here, Right Now: Nine Ways You’re Already Using Artificial Intelligence
SHARE
THIS



Don’t be afraid of AI, argues Jon Stubley (pictured below), VP ANZ at GumGum, you’re already using it and simply didn’t know it…

I am reading a whole host of ‘AI is the future of marketing’ articles at the moment.

Undoubtedly, AI is rapidly developing and will become a much bigger part of our personal and working lives; soon to be accelerated as and when the rumoured Apple Neural Engine chip is incorporated into next gen iPhones.

Jon Stubley - GumGum - cropped

However, what many people don’t realise is that AI is already an integral part of the digital ecosystem as it exists today.

If you work in advertising, marketing  or sales and after sales, then odds are you already use some form of AI every single day of your working life (and probably at home too). In nine ways to be exact. And here’s how:

Search Engines

AI allows search engines like Google (does anyone use a different one?) to display the right results, even when the user can’t articulate precisely what they are looking for. Google, for example, uses an AI system called RankBrain to guess what users mean when they’ve entered a query the search engine is unfamiliar with.  It uses machine learning to translate the unknown words and phrases into more familiar phrases that have a similar meaning.

Programmatic Advertising

Programmatic campaigns use computational advertising (a series of algorithms) to deliver the right ad at the right time. According to Nielsen, two thirds of all advertising in Australia last year was done programmatically.

US lingerie brand Cosabella has gone so far as to replace its media agency with an AI platform called Albert. The platform optimises campaign spending autonomously based on real-time results, and makes creative recommendations when certain ad units outperform others. The brand has seen a 336 percent increase in ROAS and a 155 percent increase in revenue.

In-image advertising

In-image advertising relies on a machine learning technique called a neural network, a series of learned mathematical functions that process information in a manner similar to the human brain.

By feeding millions of labelled images into a neural network, my own company (GumGum) has trained its AI technology to identify all kinds of objects, people, colours, concepts and brand logos. This way, the technology can place an appropriate ad inside every image. For instance, a parent might see an ad for notebooks within a photo depicting a school.

Consumer profiling

Brands are using large-scale data analysis to target customers based on their demographic information, past purchases, offline behaviour and online browsing history.

Coles and Woolworths use this type of predictive analysis for their weekly specials. It enables marketers to identify when consumers are going through major life events like pregnancy and moving home, so they can target them accordingly. It uses the same AI technology that led to a father in the US finding out his teenage daughter was pregnant after she received offers featuring baby products from Target.

Lead nurturing

Virtual sales assistants use artificial intelligence to communicate with potential customers. It means companies can collect information about potential customers at scale, before bringing in their human sales teams.

In Australia, telco Vocus recently announced plans to introduce a range of AI driven solutions to better manage and understand its customers, including using it for lead nurturing.

Product marketing

If you are one of the many people in Australia who already purchase from Amazon, then you will have been recommended a product with the message “customers who bought this item also bought….”

The personalised product recommendation uses collaborative filtering, an AI solution that links site visitors to other consumers who have similar tastes.

Dynamic pricing

If you’ve taken an Uber from any CBD at midnight on a Saturday then you will have paid a premium as a result of AI powered dynamic pricing. It uses machine learning to set the optimal price point for a seller’s goods and services at any given moment, based on what people have been willing to pay for the product under similar circumstances in the past.

In the work sphere, Google’s dynamic price floors automatically adjust the minimum price a publisher will accept for a given impression, based on what buyers have previously paid.

Social media monitoring

Brands would be lost without AI when it comes to social media. Data analysis algorithms identify which customers are driving discussions online, while natural language processing uncovers the sentiment behind the thousands of messages people post about brands each day.

This means brands can be alerted to potential issues before too much damage is done.

Using the same technology, an ad agency in the US has created the Trump and Dump Bot that identifies Trump’s tweets mentioning publicly traded companies. Tweets likely to trigger a stock drop are shorted; any profits are given to an animal charity and the bot made this year’s Cannes shortlist.

Sales Support

Chat bots are now widely used for sales support functions across most sectors, with a study from Transparency Market Research estimating that the global chat bot market will be worth US$7.9 billion, up from an estimated US$627.7 million in 2015.

Jetstar, for example, launched ‘Ask Jess’ back in 2013 using natural language processing to conduct chat conversations that mimic human interactions.

If I had a bigger word count, I could also mention how it is being used in sports sponsorship negotiations, to craft marketing messaging and so many other applications.

For sure, AI is going to further transform marketing, media and advertising but it has already made significant in-roads.

 

Latest News

Q&A With Cannes Chairman Terry Savage
  • Advertising
  • Media

Q&A With Cannes Chairman Terry Savage

If you mistakenly thought this was an interview with Kojak's Telly Savalas, as it turns out, it's even better than that.

Optus To Phase Out Virgin Mobile Brand
  • Marketing

Optus To Phase Out Virgin Mobile Brand

Didn't much fancy that Telstra story above? Well, perhaps B&T could tempt you with this tasty Optus tickler instead.

by B&T Magazine

B&T Magazine
AKQA R&D Teams Up With Google For Semi Permanent 2018
  • Media

AKQA R&D Teams Up With Google For Semi Permanent 2018

AKQA R&D in collaboration with Google has developed a process called Somesthetic Transfer. It uses machine learning to take both the style and texture of an artwork and apply it to another image to be 3D printed with a UV printer. The works will be displayed at Semi Permanent 2018 in Sydney from Thursday 24 […]

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid
  • Marketing
  • Media

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid

Design students from Torrens University’s Billy Blue College of Design have partnered with WPP AUNZ’s Health & Wellness division to decode clinical data on ‘Medicinal Marijuana in the Treatment of Epilepsy’. Their creative solutions will be presented at a Vivid Ideas Exchange titled ‘Design can save your life: how can creativity improve comprehension of health data?’ […]

Diversity Case Study Series: The Royals
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: The Royals

If you read one diversity case study on B&T today, make it this one. Not that there's any others to choose from, really.

by B&T Magazine

B&T Magazine
Cricket Australia Finds New Major Sponsor
  • Marketing

Cricket Australia Finds New Major Sponsor

B&T was going to insert a homage to Sherbert's classic "Howzat" here before realising it was naff and showed our age.

by B&T Magazine

B&T Magazine
PHD Wins HSBC Global Media Account
  • Media

PHD Wins HSBC Global Media Account

ICYMI, PHD has FTW the HSBC business IRL. It's not so much a LOL or NSFW, but a TL;DR. Ahh, forget the whole thing.

InMoment Accelerates APAC Expansion With Key Acquisition
  • Media

InMoment Accelerates APAC Expansion With Key Acquisition

Customer experience (CX) intelligence platform, InMoment, has expanded into Australia and New Zealand with the acquisition of customer experience agency, brandXP and appointment of Claire Fastier as its APAC business head.

Marketers Need To Focus On Voice Search Right Now
  • Opinion

Marketers Need To Focus On Voice Search Right Now

In this opinion piece, Performics Australia performance content account director Steve Robinson (pictured below) dives into the hazy relationship between marketers and voice-activated technology. From settling family disputes, (“Hey Google, are fossil fuels really made from dinosaur bones?”) to running a household, (“OK Google, add toothpaste to my shopping list”), voice-activated systems are becoming more […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance
  • Advertising
  • Media

SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance

Video advertising and monetisation platform SpotX has announced the launch of an online resource library for the European Union’s General Data Protection Regulation (GDPR). The library can be found on the company’s website and is part of a wider educational initiative by SpotX – which is headquartered in the US and has an office in […]

Daylight Agency Opens Government Division, Hires Legal & Political Expert
  • Marketing

Daylight Agency Opens Government Division, Hires Legal & Political Expert

Integrated communications firm Daylight Agency has cemented its presence in the government and political arena with the appointment of industry veteran David Begg. A practising solicitor for over 28 years, Begg (pictured above) will head up the agency’s new government division. He has extensive experience working with large commercial clients on high-profile regulatory and legal […]

Frost Design Unveils New Look For John Holland
  • Marketing

Frost Design Unveils New Look For John Holland

Frost Design has shown off its comprehensive rebrand of iconic Australian infrastructure and property business John Holland, based around the brand idea of ‘Transforming Lives’. John Holland CEO Joe Barr said Frost was the only branding business who understood that the impact of the rebrand was just as important internally as it would be externally, […]

Women In Media Profile: Jill Johnston
  • Media

Women In Media Profile: Jill Johnston

We've got an absolute cracking Women in Media profile today. Not to say it's approved by the Chiropractors' Association.

by B&T Magazine

B&T Magazine
First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

One need only view our editor's hot pink leg warmers today to realise he's neither fad nor trend.

Opinion

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

And why is B&T running a photo of an engaged couple for this content engagement article? It was either that or a carrot.

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]