What Does the Future of Artificial Intelligence Mean for Branding?

Artificial Intelligence is defined as,

The intelligence exhibited by machines. In computer science, an ideal ‘intelligent’ machine is a flexible rational agent that perceives its environment and takes actions that maximize its chance of success at an arbitrary goal – Merriam-Webster

While the term may be not be new to you, but what you may not know is that a great deal of our day-to-day involves A.I. Typically, when we we think of artificial intelligence thoughts of cyborgs, the singularity, and maybe even James Cameron’s Terminator franchise. However, these ideas of A.I. existing as humanoid robots are stylized/dramatized for theatrical purposes.

To elaborate, A.I. is split into two broad types:
  • Human-style intelligence — Designing human-like consciousness in a machine, enabling it to apply common sense, work out varied problems and even have emotional intelligence; referred to as ‘general’ or ‘strong’ AI.

  • Task-orientated intelligence — Designing machines capable of executing a limited range of tasks like operating a motor vehicle or make medical diagnoses; referred to as ‘narrow’ or ‘weak’ AI.

Task-orientated intelligence — Designing machines capable of executing a limited range of tasks like operating a motor vehicle or make medical diagnoses; referred to as ‘narrow’ or ‘weak’ AI.

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

For example,

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.

Brands have only recently started adopting artificial intelligence for core consumer services. Google’s voice recognition technology now claims 98% accuracy and Facebook’s DeepFace is said to recognise faces with a 97% success rate.

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.

hasing the rainbow to individual advertising is an ongoing challenge, one that is based on the trend that traditional audience segmentation is dead. The demographics that put people in a nice little bucket is gone. You need to treat people differently. We’re all chasing this goal of one-to-one segmentation on an individual level, we’re not there yet, but getting closer.

This is an especially exciting time for our team at TalenAlexander. As we learn more about the potential reach of artificial intelligence, we look forward tohow we can implement data driven marketing strategies to support our clients branding efforts.

Here are four guidelines via Adweek to help marketers take steps to include artificial intelligence in their targeting efforts.

  • Create messaging that connects with what both machines and people want

    Understanding the language and data that AI respond to is key to crafting an effective message that will compel robots to more likely convey the information to the user.

  • Increase brand sophistication in analyzing consumer information.

Robots know about our moods, interests and needs and give us information accordingly. Improving research methods that extract consumer information like this is an important step in delivering products, services, and content to robots who will then pass it on to people.

  • Understand ecosystems familiar to consumers

    Facebook, Amazon and Google are all examples of ecosystems wherein consumers are comfortable. Rather than creating a new ecosystem altogether, put your efforts out in the ecosystems that already exist.

  • Remember that robots are here to help. 

    Giving robots access to your brand means giving consumers that same access. Embracing the increase and development of AI is crucial to future marketing efforts, so make sure to keep in mind the beneficial purpose of robots to implement and cater to them effectively.