But did you know that AI is actively used today not only in everyday life, but also in business?
In my previous article, I talked about the evolution of voice assistants. Today, we will talk about how artificial intelligence is used in marketing, as well as how it affects business development and sales growth.
Artificial Intelligence in Digital: Main Trends
Digital cannot be stopped. And it is developing largely thanks to artificial intelligence. Here are just some of the main directions.
Content Marketing
Paradoxically albania phone number resource artificial intelligence is now being used in a field that is traditionally considered creative. And we are talking, first and foremost, about texts.
Bloomberg was one of the first to write texts using artificial intelligence . The Cyborg system helps journalists prepare articles that require reports on the performance of companies. As soon as such a report is published, the program instantly creates a news story with the most important facts and figures. The Washington Post is working with Heliograf AI to write short news and Olympic reports, and the BBC is using semi-automated journalism for the first time this year to cover the presidential race.
But let's get back to marketing. The well-known Chinese corporation Alibaba Group has developed artificial intelligence that replaces a copywriter to automatically create product descriptions. The development is based on deep learning methods: the program processed about a million texts created by human copywriters to create texts that were as similar as possible.
Artificial intelligence has affected not only the generation, but also the curation of content: it is on its basis that Yandex.Zen was created, which offers users relevant content, and the algorithms of smart feeds in Facebook* (*a product of Meta, which is recognized as an extremist organization in Russia) and VK. Thus, all content becomes personalized.
Search engines
Artificial intelligence is also involved here: it analyzes user queries and offers them the most relevant search results. This is how Google's RankBrain search results ranking system works.
RankBrain helped the company speed up algorithmic testing across keyword categories to select the best content for any given keyword search. The system also takes into account the country and language in which the query was made.
Our companies are not lagging behind either. Back in 2009, Yandex began using the Matrixnet system , which was trained on the basis of samples compiled by people. In 2017, Yandex switched to a new system, Cat Boost , which surpasses its predecessor in prediction accuracy and takes into account categorical features. Both systems are based on gradient boosting technology. Also in 2017, Yandex launched the Korolev algorithm , which compares semantic vectors of queries for entire pages, not just titles.
Design
AI can create websites today. Yes, you heard right. An example of this is Molly technology from The Grid, which performs the functions of a web designer. The technology costs only $100 per month and replaces an entire staff. All that remains for a specialist to do is upload a description, images, and a call to action. Molly will do the rest .
Adobe has also created artificial intelligence to help designers. Adobe Scene Stitch technology recognizes patterns, helps edit images, and even redraws them in the most advantageous way.
Analytics
Artificial intelligence today, no matter how you look at it, is a powerful analytical tool. It automatically collects data on all advertising to identify non-working channels and forecast future expenses.
An overseas example of using AI for analytics is Albert from Adgorithms . It takes full control of advertising: from contextual bids to promotion through mailings and social networks. The only thing required from marketers is to enter data on the company's expected results.
We won't go far for an example of Russian developments in this area. Calltouch began actively using AI in the development of its products in 2016, when we were the first on the market to launch the Calltouch Predict technology for automatically determining the result and quality of a phone call. The technology is based on the SpeechKit speech recognition system from Yandex and the company's own algorithms.
Prediction
Analyze and segment calls easily and quickly
Text transcript of calls and auto-tagging
Read more
Calltouch Predict is now a full-fledged speech analytics technology. It automatically identifies the type of call, tags it, analyzes the gender of the caller and shows conversation records in text form. This makes it possible to quickly find the necessary dialogue, mark it, and understand in advance how to address the client.
How Artificial Intelligence is Used in Internet Marketing
Above we have considered the main directions of AI development in Digital, now we will move from the general to the specific and consider how it is used in the work of an Internet marketer.
Let's say it right away: artificial intelligence has finally burst into the everyday life of marketers, there is no way back. If you are still afraid of the "machine uprising" and think that implementing AI is long and difficult, then just think about the fact that services using such technologies are connected today in a few clicks. While you are waiting for something and doubting, your competitors are automating marketing and overtaking you by several steps.
Here are some examples of how you can already use AI in your work.
Automatic call processing
Previously, to collect full statistics on target requests, it was necessary to listen to all incoming calls. Only by processing each of them manually, you could understand whether your product or service is being purchased, as well as evaluate the quality of the manager's work.
Now, artificial intelligence comes to the aid of marketers, which automatically records and processes incoming calls, determines their subject matter and assigns the necessary tag so that you understand what percentage of targeted calls you receive from each advertising source.
I have already mentioned the Calltouch Predict technology above: with it, you always have full call statistics and texts of all conversations at hand. You no longer need to spend time listening to calls, you just need to look at the dialogue to determine the purpose of the call and understand how well the manager worked. Calltouch Predict also has a full-text search function. For example, you can enter the phrase “order was placed” in the search bar to get a selection of all conversations in which the client bought something.
To start working with the technology, you just need to install call tracking and connect the corresponding service.
