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.

 

Please login with linkedin to comment

Latest News

PUSH Collective Appoint Mark Hobart As Strategy Director
  • Marketing

PUSH Collective Appoint Mark Hobart As Strategy Director

Brand consultancy PUSH Collective has recruited Mark Hobart to a newly created role of strategy director, to support the business in its continued expansion. Hobart joins PUSH from Kantar TNS in Melbourne, where he led the innovation practice, consulting to clients including Coca-Cola, L’Oreal, Mars, AGL and Telstra. Previously, Hoabrt was the global account director for Vodafone at Kantar […]

Allure Media Appoint Ali Krzyszton As Partnerships Director
  • Media

Allure Media Appoint Ali Krzyszton As Partnerships Director

Allure Media has announced the appointment of Ali Krzyszton as its newest partnerships director, heading up the Fairfax-owned publisher’s  lifestyle division. This senior hire will deliver on the fast-growing digital publisher’s ambitious growth plans in the brand partnerships arena for 2017. “The decision to focus on long-term partners, as opposed to quick clicks, is very much […]

Zenith Sydney MD Karen Halligan To Depart
  • Media

Zenith Sydney MD Karen Halligan To Depart

Zenith Sydney's Karen Halligan has pulled-up stumps, although that's not to infer bad light had anything to do with it.

by B&T Magazine

B&T Magazine
PR Agency Hotwire Rebrands
  • Marketing
  • Media

PR Agency Hotwire Rebrands

PR agency Hotwire has rebranded, yet sadly not to "Hot Cocks Who Rock Your Socks Off". Which would've been far cooler.

Challenger Agency VCCP Wins Creative Account For Torrens University Australia
  • Advertising

Challenger Agency VCCP Wins Creative Account For Torrens University Australia

After a competitive pitching process involving five agencies, Torrens University Australia has appointed challenger agency VCCP as its new brand strategy partner and creative agency for 2018. Acclaimed for its work on dynamic brands including ING and Compare the Market in the financial services sector, Laureate Australia CMO Anne Da Cunha said VCCP’s reputation as […]

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director
  • Advertising
  • Technology

GumGum Appoints Ansible’s Sarah Baskerville As Victorian Sales Director

AI advertising company GumGum has announced the appointment of Sarah Baskerville as its sales director for Victoria. Baskerville joins GumGum from Ansible, where she spent two years as its Melbourne mobile director. Prior to joining Ansible, she was head of specialist sales and partnerships at News Corp Australia, and also held a number of sales […]

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland
  • Advertising
  • Campaigns

The Diamond Concierge Gives Away $85K Ring In Campaign By McCann Queensland

McCann Queensland’s second instalment of ‘The 5th C’ campaign launched over the weekend for online diamond retailer The Diamond Concierge, which received over 47million views around the world in the first 48 hours of it being released. In this second phase of the campaign, The Diamond Concierge gave away an $85,000 diamond ring, with Gold […]

Sparro Recruits Key Account Director Following Client Wins
  • Marketing

Sparro Recruits Key Account Director Following Client Wins

Digital marketing agency Sparro has announced the appointment of Hannah Jones (pictured above) as a key account director following a spate of client wins. Jones joins Sparro’s senior team alongside founders Cameron and Morris Bryant, overseeing a portfolio of accounts that includes Webjet, Domino’s Pizza, TAFE NSW, Temple & Webster, F45 Training and Bing Lee. […]

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry
  • Media

Women’s Health’s Jacqui Mooney On Driving A Women’s Brand In An Evolving Industry

In an industry facing change, Jacqui Mooney, editor of Women’s Health believes brands such as hers will continue to be a constant. Please note: this article was contributed by Magazine Networks. The magazine industry may be seeing substantial change but Jacqui Mooney has a goal that remains firm: to create happier, healthier lives for Australian women. […]

Why Consumer Brands Are Failing Aussie Mums
  • Marketing
  • Opinion

Why Consumer Brands Are Failing Aussie Mums

Is your game chainsaws or large marlin wall-hangings? Can't seem to attract the mums? This couldn't come soon enough.

Opinion

by B&T Magazine

B&T Magazine
Network Ten Creditors Approve CBS Deal
  • Media

Network Ten Creditors Approve CBS Deal

It seems the fight for Ten between CBS and media moguls Lachlan Murdoch and Bruce Gordon may finally be over.

by B&T Magazine

B&T Magazine
MKTG Signs Exclusive Commercial Partnership With PlayersVoice
  • Marketing
  • Media

MKTG Signs Exclusive Commercial Partnership With PlayersVoice

MKTG has announced it has signed an exclusive commercial partnership with newly-launched sports storytelling site PlayersVoice.com.au – an agreement that will see the agency move into a new territory of sports marketing. The partnership between MKTG and PlayersVoice will see the business managing brand partnership opportunities for the new platform; working with clients to deliver […]

Domo Introduces New Data Security Software Solution
  • Marketing
  • Technology

Domo Introduces New Data Security Software Solution

Domo has announced it has introduced new cloud security technology for its Bring Your Own Key (BYOK) software, which includes unique capabilities like rolling generation of data encryption keys and a built-in kill switch. Domo BYOK is the first BYOK enterprise software solution for cloud analytics and business intelligence, and builds on the company’s existing security, compliance and […]

Shopper Media Group Grows Sydney & Melbourne Sales Teams
  • Advertising
  • Marketing
  • Media

Shopper Media Group Grows Sydney & Melbourne Sales Teams

Shopper Media Group (SMG) has continued to grow its Sydney and Melbourne sales teams to keep up with the demand for Smartlite Panels for shopping centres. Ashley Munro joins SMG as group sales manager for Sydney, having previously worked in a similar role at NOVA Entertainment. Laura Mason has been appointed as SMG’s business manager […]

RIO DE JANEIRO, BRAZIL - AUGUST 14:  Usain Bolt of Jamaica competes in the Men's 100 meter semifinal on Day 9 of the Rio 2016 Olympic Games at the Olympic Stadium on August 14, 2016 in Rio de Janeiro, Brazil.  (Photo by Cameron Spencer/Getty Images)
  • Advertising
  • Media

Olympics, Census Prove Tough Hurdles For Media Agencies: SMI

Australia’s media agency market has experienced another tough month in August, according to the latest data by Standard Media Index (SMI). SMI noted the softer demand this time around was primarily due to the Rio Olympics and Census providing abnormal bookings last year, resulting in demand for August 2017 so far being back 12.1 per […]