That being said, what you may identify as artificial intelligence in reality is actually small enough to fit in your back pocket. ‘Smartphones’ have all the computing and processing power of larger desktop devices. Apple’s Siri and Microsoft’s Cortana are virtual assistants and probably the most prominent examples of artificial intelligence in the palm of your hand.
These virtual assistants are integrated for operation across all of your hardware, utilizing algorithms to track web pages you visit, new vocabulary, upload files to cloud storage, etc. Each of these are heavily data-driven processes, but how does this relevant to marketing your brand?
Well, while we’ve looked at how we utilize smartphone technology from a consumers perspective, what’s to be done with all that data?
Whenever we access our favorite websites (entertainment, e-commerce, news, etc.), social media apps, and games, the data is being stored. While data storage and security is mostly for the benefit of the consumer, this data is being accessed by organization with more regularity to assist in their marketing campaigns. “Marketers are spending increasingly more on social listening tools, e-commerce data, and more to build smarter communication mechanisms, but often lack the technology to most efficiently use it.” – Jeff Beer, FastCo Create
During the workday, you use your smartphone to search for a good Pilates studio near your job – – in an effort to avoid the company from becoming aware of how you really spend your time. When you arrive home from work, you decide to decompress and spend some time on Facebook. However, you notice something different with all the ads for Pilates studios now featured on your news feed.
This is a very basic example, however, the next example highlighted by Maeve Hosea of Marketing Week provides a more developed use of A.I. by large brands.
It doesn’t stop there, though.
IBM’s Watson Ecosystem Project to turn segmented consumer data sets for major brands like TDAmeritrade, Adidas, Red Bull, and Under Armour.
Take heed to the advice given by Jason Jercinovic, Havas Global Head of Marketing Innovation.