We’ve all heard a lot about artificial intelligence over the last year or so, but it often feels as though we’re yet to see something tangible which is truly disrupting the industry. The good news is that AI is just getting started, and we’re about to see its influence on everything from measurement and analytics to content creation and more.
One of the most instantly recognisable uses of artificial intelligence and its sister technology, machine learning, is the recommendations feed we see on Netflix. These recommendations tap into the huge stores of data that Netflix has available and provide tailored suggestions to every user. Now imagine if your website could do the same, or if your blog section appeared differently to every visitor based on what they like.
If you’re just trying to spark a little creativity, one way to go aboutA similar concept applies when it comes to analytics and measuring the results of your marketing, especially if you’re using multiple different disparate data sources and platforms. It seems unlikely that digital marketing is going to get simpler any time soon, so AI-based platforms may be the only real options when we’re using dozens of different tools and applications just to manage our digital presence.
AI for content creation
One of the most beneficial use cases of all could be AI when it comes to content creation, but not necessarily in the way that most people think of. That’s because content creators can use AI to take on jobs like writing dummy text for websites or creating background music for YouTube videos. Instead of coming and taking our jobs, it’ll just change the way that we do them and make it much easier for us to get things done.
When it comes to writing, for example, AI is already being used to create financial reports and to generate basic news coverage as a result of it, but it’s not quite the same as replacing Shakespeare, Wordsworth or Hemingway. We’ll always need human creativity to tell a proper story in a way that moves the heart strings (and sells products), but AI can be used to automate some of the heavy lifting.
And this brings us on to the best thing about artificial intelligence, which is that it typically works best when we use a mixture of man and machine. This is good news because it means that the machines aren’t coming to take our jobs. In fact, soon we won’t be able to do our jobs without them. Just wait and see.
Imagine if your designers could spend their time being creative instead of cropping, resizing and retouching images for account handlers. Wouldn’t that be good news both for them and their creativity and for your company as a whole? AI will make that future a reality, and it’s going to happen sooner rather than later, saving you time and money and making you more efficient in the process. Bring it on.
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