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

Designworks jon stubley mmw3degrees

Latest News

One woman, lady explorer and biologist standing in nature by waterfall alone, using binoculars.
  • Opinion
  • Technology

What’s Next For Australia’s Privacy Laws?

With the Australian government currently undertaking the most significant review to our data laws ever, smrtr’s co-founder and CTO Boris Guennewig explains what might be next for Australia’s privacy laws. Australia’s privacy laws look set for a significant shakeup following the ACCC’s inquiry into digital platforms. As part of the government’s response to the Digital […]

Opinion

by B&T Magazine

B&T Magazine
Young business people are discussing together a new startup project. A glowing light bulb as a new idea.
  • Marketing

IBA Report Reveals PR & Marketing Agencies Are Falling Short Of Today’s Market Needs

Only 11 per cent of marketing managers are happy with their public relations agency, staggering findings from a new IBA International report show. IBA International, a leading B2B marketing communications consultancy, has announced the findings of a primary research report, which examines the confidence of B2B organisations in their marketing and communications agency structures. It […]

by B&T Magazine

B&T Magazine
Marketing strategy on digital mobile platform - cross-device tracking programmatic advertising and multi targeting with laptop and mobile phone gadgets.
  • Media

DoubleVerify Launches Publisher Suite For Digital Publishers

DoubleVerify has today announced the launch of the DV Publisher Suite, providing the measurement, insights and tools digital publishers need to improve ad delivery, assess inventory quality and maximize yield. For publishers, generating revenue has never been more complex. Today’s demand-side landscape consists of thousands of potential buyers, each with their own unique requirements, transacting […]

Australian Open 2019 General Coverage General view of patrons in the precinct on Sunday 20 January 2019. Photo commissioned and owned by Tennis Australia. AO Signage
  • Media

Australian Open Start Date Confirmed For Feb 8

The Australian Open has confirmed a start date of February 8, 2021 with strict COVID-19 testing procedures in place. Following weeks of negotiations with the Victorian government, Tennis Australia exec Craig Tiley confirmed the Australian Open had been given the go-ahead. As reported in the Herald Sun, Roger Federer and Serena Williams will start arriving […]

by B&T Magazine

B&T Magazine
Chocolate Cookie  -Photographed on Hasselblad H3D2-39mb Camera
  • Technology

Verizon Media Launches ConnectedID As A Cookie-Less Solution

Verizon Media has announced the launch of its new unified identity solution, Verizon Media ConnectID. Built on the foundation of Verizon Media’s consumer-first values and market-leading advertising technologies, the new unified ID solution is designed to support advertisers, publishers and consumers as the digital landscape evolves away from cookies as a way to manage and […]

The End Of The IDFA Is Nigh: Preparing For Mobile Identity In 2021
  • Partner Content

The End Of The IDFA Is Nigh: Preparing For Mobile Identity In 2021

Apple has laid out its plan to remove the Identifier for Advertisers (IDFA), marking a major change in mobile identity. In this piece, head of identity APAC at PubMatic, Harui Imaim, shares her thoughts on how advertisers can navigate these upcoming changes. This year has brought many changes, not least of which are shifts in […]

Partner Content

by B&T Magazine

B&T Magazine
Val Morgan Outdoor Launches Next-Gen Screens At World Square
  • Media

Val Morgan Outdoor Launches Next-Gen Screens At World Square

Val Morgan Outdoor (VMO) has secured an exclusive large format tender with next-generation, iconic screens at one of Sydney’s key retail, commuter and entertainment destinations, World Square. With market leading technology, VMO will deliver the ultimate immersive experience in the form of truly intelligent, curved internal LED screens and a hero screen spanning 8 metres […]

Yeesum Lo Joins 10 ViacomCBS As Head Of Development
  • Media

Yeesum Lo Joins 10 ViacomCBS As Head Of Development

It was announced today that Yeesum Lo will join 10 ViacomCBS in the newly created role of Head of Development. Reporting directly to Head of Programming, Daniel Monaghan, Lo will be responsible for identifying and developing locally produced Australian content across all channels and platforms in conjunction with the wider Network 10 team. Lo joins […]

Bunnings Light Up The Warehouse In Christmas Activation Via Bastion EBA
  • Campaigns

Bunnings Light Up The Warehouse In Christmas Activation Via Bastion EBA

On Friday 27 November Bunnings launched their biggest ever Christmas activation, which was created and brought to life by strategic brand, commercial and experiential agency Bastion EBA. To bring a little magic to this Christmas, the activation involved lighting up one of their Melbourne warehouses, Bunnings Warehouse Maribyrnong. This resulted in a spectacular Christmas lighting […]

The Top 100 TikTok Creators, Trends And Videos In 2020
  • Media

The Top 100 TikTok Creators, Trends And Videos In 2020

TikTok has always been about bringing people together to inspire each other and share moments of joy. It’s also a place to find your community, no matter your interests. This has never been more important than in 2020. From devastating bushfires, to a global pandemic that introduced us to social distancing and loss, to community […]

Fleur Head Steps Into MD Role At VMLY&R New Zealand
  • Advertising

Fleur Head Steps Into MD Role At VMLY&R New Zealand

VMLY&R NZ announces Fleur Head is stepping into the role of Managing Director VMLY&R New Zealand following the resignation of current MD James Mok. Head was previously Managing Director of VMLY&R Wellington. Wellington-based Head, who has more than 25 years agency and management experience across both the Auckland and Wellington markets, will lead VMLY&R NZ […]

Wild Turkey And Matthew McConaughey Recognise Aussie Local Legends
  • Media

Wild Turkey And Matthew McConaughey Recognise Aussie Local Legends

Wild Turkey and Creative Director Matthew McConaughey, in partnership with Eleven, unveil a new Wild Turkey With Thanks initiative. The integrated campaign is shining a light on Australian Local Legends who have stood with conviction supporting their environment and communities throughout the crises of 2020. Wild Turkey’s With Thanks is a global, annual platform, wherein […]

Australian Rules football on grass
  • Uncategorised

AIA Australia Partners With Yet Another AFL Team

AIA Australia has announced that it is now the official life, health and wellbeing partner to the AFL’s St Kilda Football Club. According to the company, the new partnership will provide club members with learnings, tools, and strategies that they can use to lead healthier lifestyles. Members will at the same time receive access to […]

Apple Ads Spark $16M Lawsuit
  • Technology

Apple Ads Spark $16M Lawsuit

Apple has been fined $16 million for misleading ads. Tim Cook pays it with loose change from behind the couch.

by B&T Magazine

B&T Magazine
AppsVillage Partners With TikTok To Allow SMBs To Advertise To TikTok’s Aussie Users
  • Technology

AppsVillage Partners With TikTok To Allow SMBs To Advertise To TikTok’s Aussie Users

Small to medium sized businesses will now be able to advertise on TikTok through SaaS solutions provider AppsVillage (ASX:APV). APV will allow SMBs to create and manage campaigns on TikTok in under three minutes using its AI software and advertising management platform JARVIS. The partnership makes the most of TikTok’s self-service advertising offering which launched […]