Companies are now investing in artificial intelligence to serve their customers efficiently.
The new in thing in realm of digital marketing is Artificial Intelligence (AI). AI is a technology that displays intelligence. So far, the technology was only used in high-tech robots, but now several companies have started to invest in this technology to make their presence feel in the digital market.
AI helps the companies improve their marketing by gathering data and then by making sense of the numbers, using the analytical ability it posses.
Virtual assistants also known as chatbots along with artificial assistance has proven to be a real game changer in the field of digital marketing. These virtual assistants use Natural Language Processing (NLP), an ability of the computers through which it can program itself to respond in real world languages, to match user’s text or voices input.
Frank.ai is one such player in the market. Frank.ai is an automated advertising specialist with connections to all the major online ad channels.
With the help of AI, the virtual assistant Frank can streamline its clients’ decision-making process and optimise their ad budget in real-time. It takes care of all the setup, optimisation and reporting for the ad campaigns in order to maximise the client’s digital presence.
So what type of company invests in it?
Social media platforms such as Facebook and Twitter are using artificial intelligence to track the behaviour of their visitors and then show comments, likes and shares of those users who are frequently engaged with the concerned visitor.
E- Commerce websites such as Amazon and eBay, digital marketers with the help of AI tracks the browsing pattern of each user to help the companies to reach out to its customers more efficiently.
Raju Gulabani, Vice President of Databases, Analytics, and AI, Amazon Web Services, said,“Thousands of machine learning and deep learning experts across Amazon have been developing AI technologies for years, and Amazon Alexa includes some of the most sophisticated and powerful deep learning technologies in existence.”
Google has also been doing the same thing. It uses its advertising program tool called Adword. In Adword, if one has shown interest in buying a shirt by clicking on Google Ad, then it will repeatedly show you the shirt’s Ad.
India, apart from being a hub of AI based start- ups, has also seen companies joining the race of investing in AI for digital marketing. Flipkart, an India based online shopping portal has partnered with Microsoft Corp. in February to build AI based solutions to track the behaviour of Indian shoppers.
“This partnership allows us to leverage our combined strength and knowledge of technology, e-commerce and markets to make online shopping more relevant and enriching for customers,” said Binny Bansal, CEO and co-founder, Flipkart Group.