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Is Artificial Intelligence A Marketers Worst Nightmare Or Best Friend?


Opinion will forever be divided on the subject of artificial intelligence; some of us will look at Arnie’s role in Terminator or Kubrick’s 2001: A Space Odyssey and shudder at the thought of computers taking over whereas others simply can’t wait until we have our very own R2-D2’s serving us drinks at parties.

Technology is part of our everyday lives, providing us with valuable (and not so valuable) information instantly; whether it’s automated fitness regimes programmed into our phones that shift depending on how well we did at the gym, or sleep monitoring apps that offer advice on how to achieve a better night’s rest after it “takes notes” on our sleeping patterns throughout the night. Like it or not, technology is evolving and artificial intelligence is being integrated into our everyday lives on a massive scale. But before we start panicking about SkyNet taking over, let’s look at how AI is helping companies and individuals on a daily basis, and how it could potentially change search forever.

Artificial Intelligence is being used beautifully by web design company The Grid. The Grid makes websites, well technically they don’t – their program does, offering users more than just another “do-it-yourself website builder”. Based on your needs, The Grid takes your photos, videos and content and makes a website itself, all without templates and the need for coding experience. All you do is tell it what you want to use your website for and the AI program builds it, constantly evolving as you add more content. There is still a human element involved as you will need to navigate certain filters based on your preferences, but things like adjustments to photos (cropping, colour adjustments etc.) and links are added automatically. If the regular website templates or social media pages just don’t tickle your fancy, The Grid presents users with a great opportunity to achieve their aesthetic goals without the hard work involved. At this point, it’s still uncertain whether these websites will automatically optimise themselves for search engines.

ARRIA is currently providing a vast range of industries with essential data in natural language narratives that people can understand. ARRIA takes data, processes it and presents detailed reports in an easy to understand, readable format, communicating in an eerily human dialogue. ARRIA captures the analytic and communicative skills of human experts interacting with it and essentially learns how these experts communicate with each other; mimicking the best way to present reports and providing much needed data almost instantly. The MET office is currently using it to generate thousands of weather reports in seconds.

Could this be the future of search? Could this pave the way for a new form of content marketing?

Artificial intelligence as seen in the likes of the ARRIA solution could potentially be utilised in the search arena, especially in Google Analytics, offering instant reports without the need for human interaction on a grand scale. In addition, it has the potential to offer users a higher level of search results based on their questions or search terms as it learns which results you gravitate towards.

How search engines like Google will choose to use AI or how they decide to rank websites who may be thinking of using AI programs to generate content for their site is uncertain.

With the likes of programmatic advertising learning how users interact with display ads and changing how it targets those users based on behaviour analysis, artificial intelligence has already proven to be an essential tool within the online marketing world. The big question is: when will human interaction become obsolete… and where is R2 with my drink?

To be continued...



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