A.I. Marketing — The Future of E-Commerce
In recent years, a quiet technological revolution has been unfolding as major tech companies such as Google, Netflix, IBM and other top-tier corporations have been developing their products around this technology. Widespread adoption of artificial intelligence technology is happening with dominating industries such as gaming and music at the forefront of this revolution. The following are a few examples of how leading products on the market have integrated AI technology seamlessly:
- Facebook uses AI for image and face recognition in its photo tagging feature.
- Tesla’s self-driving cars use AI to navigate roads and make decisions in real-time.
- Netflix uses AI to personalise its movie and TV show recommendations for each user.
- Spotify uses AI to create personalised playlists and music recommendations.
- Salesforce’s Einstein uses AI for customer data analysis and personalised sales predictions.
As shown above, integration of AI tech has been mainly limited in scope, with applied algorithms training models on a narrow set of tasks (e.g. image recognition). This type of AI technology is referred to as ‘Narrow AI’. ‘Deep AI’ on the other hand refers to AI technology that mimics human behaviour, i.e. machines can think, comprehend, learn and apply knowledge to solve complex problems. The revolutionary software of Chat GPT utilises the complex tech of Deep AI to render solutions.
Despite the wow factor generated by Chat GPT and the technology of Deep AI, market participants continue to focus their attention on building innovative products using Narrow AI.
This article explores how innovative software companies are leveraging AI technology to build digital marketing solutions that are disrupting traditional customer journeys.
AI Image Generators
AI image/picture generator software creates highly personalised and interactive visuals that include images, 3D models, paintings, digital art and drawings based on customer tastes and interests. This software is powered by algorithms trained on large sets of image and video data. This software is capable of creating visuals in different forms and techniques.
AI picture generators are particularly useful in industries with a high demand for visual content, such as marketing and advertising. Marketers are utilising this technology to improve online consumer experiences, making them more engaging in a number of ways. New forms of consumer engagement are being introduced in the market. Examples include virtual clothing or makeup try-ons. This technology can also provide accurate images of hard-to-visualise products and services, boosting customer engagement. Highly personalised product images or avatars generated by AI create a deeper emotional connection with the brand. AI image generators can scale up image content generation, providing more content for customers to consume.
AI Autopost software automates the scheduling and publishing of personalised content on social media using AI. Through natural language processing (NLP) and predictive analysis to anticipate user needs and preferences, AI Autopost generates human-like interactions without the intervention of people. This tool is used by businesses and individuals managing social media marketing, enhancing customer engagement through personalised messages, careful timing of posts and consistent updates and responses.
AI Content Creators
AI-powered content creation software uses NLP to analyse consumer trends and behaviour online, leading to improved product customization and personalization. This software generates personalised content (such as recommendations or email campaigns) for highly effective marketing. The latest NLP technology uses multiple neural networks to produce next generation content writing AI software.
AI content creation also works with AI customer support chatbots and virtual assistants. For instance, AI content writers produce appealing product descriptions that are used by AI customer support agents in live chats to offer relevant feedback to customers. NLP has made virtual customer interactions more natural, resulting in higher customer engagement with chatbots and virtual assistants delivering realistic and personalised responses to inquiries.
AI Video Generators
AI video generators are a new type of AI-powered tool that use NLP to analyse consumer preferences and data to produce personalised and targeted video content. These generators provide customised, targeted videos quickly, leading to higher customer engagement. AI video generators enhance the customer experience as follows: real-time engagement with on-demand and customised video content, tailored messages, data-driven intelligence for optimised marketing, multi-language support, dynamic video content, and interactive customer experiences through human-like avatars delivering personalised virtual services.
AI Text-to-Speech (TTS) technology utilises NLP and machine learning to convert written text into speech. It is mainly used for virtual assistance and accessibility for visually impaired users, bringing benefits such as accessibility, automation, personalization, and entertainment, leading to increased customer satisfaction and engagement. Some examples include: making written content accessible through audio versions for easy listening, scalable and simplified voice-overs for video content to reach global audiences, and audio descriptions of products/services for wider visually impaired audience reach.
AI graphics tech has advanced to create highly immersive digital media. AI graphics merges AI technology with the visual creative capabilities of computer graphics. AI is applied for generative art to produce original animations and images through applied and trained algorithms. One other form of rendering – AI real-time rendering brings more realism in the form of simulated physical phenomena such as lighting, shadows and reflections.
AI in graphics is also applied to automate 3d modelling and texturing. Highly engaging game environments are now possible with AI as games simulate intelligent behaviour of non-player characters and other features of a digital world. This technology has also evolved the concept of virtual reality (VR) into a highly immersive experience with realistic renders of environments and characters.
AI Search Engine Optimization (SEO)
AI SEO applies machine learning algorithms to analyse websites, predict search patterns, and optimise website content for better ranking on search engines. This tool automates tasks like keyword research and link building leading to improved customer engagement.
AI SEO enhances user experience through:
- Customising website layout and content based on consumer trends and preferences.
- Providing personalised customer interactions via AI chatbots and optimising content for voice search queries.
- Predicting consumer needs and improving UX by analysing performance data.
AI-Powered Marketing – The Next Leap
As AI goes mainstream, businesses will continue to explore how to use this powerful tool to drive growth, building on the successes of tech giants. The future of digital marketing with AI tech looks bright.
AI-powered marketing is expected to bring even more personalised and innovative solutions, resulting in enhanced customer engagement and experience. Advancements in AI algorithms will allow for deeper insights into consumer behaviour and preferences, leading to more targeted marketing efforts. The integration of AI into social media and mobile apps will further streamline the customer experience, while smarter AI will facilitate improved predictive analysis for anticipating customer demand. The integration of AI into virtual reality products will also drive the interaction between humans and technology to new heights.