Artificial Intelligence: Rabbit hole or game changer?

When it comes to the exponential expansion of technology, it’s easy to fall down the rabbit hole and chase the rabbits.

Artificial Intelligence (AI) offers endless opportunities to join the chase along with profound access to information.

Since digital and social technology began to change the world, our firm has followed a simple, but successful approach to the use of technology. “You can chase technology, but you can’t catch it.” The key is to identify and prioritize the technology that best suits your needs now, then concentrate resources in those areas. As you do, follow the trends and make the changes needed.

As one expert put it, in regard to marketing, at this time, AI is fundamentally the “internet on steroids.”
It’s also only as effective as what it receives as input. Human input. That’s where the wisdom of experience comes in. Quality in. Quality out.

At this time there are three significant cautionary issues as you embrace AI:

1. Liability – Laws are changing quickly. But, there are liability issues to consider as you feed information to AI.
2. Confidentiality – Never publish any information that is proprietary. Once you input it, the world has access to it.
3. Accuracy of feedback - AI does not think (yet). That’s where your experience and wisdom come in. Never accept feedback at face value.

Some areas we are currently using AI for include:

• Competitive content research
• Logo and brand analysis[A9] 
• Content data banks
• Video editing tools
 

• Expanded data-based analysis on consumer behavior
• Instant customer support and response
• Best posting time analysis and input
• Analysis of high-performing keywords, target audiences and ad placement
 

• Listening tools for online conversation and monitoring of client brands, competitors and industries
• Scheduling and optimization that can identify the best posting times and content
• User profile analysis including behavior to optimize engagement and conversions
 

• Media monitoring tracking brand mentions
• Assessment of brand public opinion
• Identification of influential journalists
 

• Automated buying, across digital channels, that can optimize ad targeting and budget allocations
• Data analysis on target audience media user profiles and habits
• Analysis of behavior for creating personalized ad experiences, increasing click-through rates and conversions
• Bidding systems that can adjust ad bids in real time based on performance