Sentient AI: Online Marketing

Whether you realize or not, Artificial Intelligence (AI) is rapidly transforming our lives, businesses and society at large. Artificial Intelligence, loosely defined as a machine capable of doing tasks that would otherwise require human cognition, is ubiquitous. It affects every aspect of our lives, as almost everything in our lives is tied to technology, which is, of course, replete with AI. While the field of AI officially dates to 1956, and unofficially to as far back as ancient Greek, the concept of AI made a turning point in 1997 when an artificial bot created by IBM defeated the chess grandmaster, Gary Kasparov.

Fast forward to 2017, and AI has become an indispensable tool for online marketing—and people are ready for it. A recent survey conducted by Weber Shandwick and KRC Research showed that around 70% of the people believe that AI can do tasks too difficult for humans, collect pertinent information more easily and, consequently, allow humans to use that time for other endeavors.

Deciphering keyword searches is one of the tasks that AI can do easily. From the mountain of information gained from such decoding, marketers can better build ads by matching it to the most popular searches, thereby making their ads more visible to the public.

More importantly, AI can keep that personal touch which humans so desire. While gathering and analyzing data for online marketing, AI, through Natural Language Processing (NLP), a cognitive machine learning technology, can find trends in a user’s behavior and traffic. Various sources such as Twitter, Facebook and LinkedIn can be used to retrieve data without much help from a human. This ensures that ads are tailored to an individual’s needs and are presented in a highly context-dependent manner, which leads to a maximum conversion rate. This is particularly important in light of a survey indicating that 78 percent of U.S. internet users would be more interested in purchasing items from ads that were relevant to them.

While AIs, and thus we, humans, still have a long way to go, AIs will continue to positively impact our lives and businesses in the future. Visit Sentient’s profile at Linkedin.