The article talks about the effect that Artificial
Intelligence will have in the future of marketing. The article targets three
main ways that things will significantly change within the next 5 years:
- Reducing employees’ cognitive load – Cognitive load refers to the amount of effort being used in your working memory or the effort placed on a certain task. AI will reduce burn-out and help with tasks such as ad copy creation. An example given in the article is that keywords and character limits can be given to a bot and the bot can create ad copy that would be placed on digital ad space programmatically. Of course, the data and AI features will allow the bot to make the best decisions on things such as call-to-actions and wording.
- Changing hiring profiles – This refers to the shift in job profiles due to the AI and bot capabilities that could take over lower level jobs. There will be a new focus on strategy and higher level positions that require creativity, decision-making and delegation.
- Shifting advertising perception – Along with the recent shift of changing consumer preference and brand identities being driven by consumers, AI/bots will be able to create highly curated content or advertisements that remain relevant. Bots will be able to track an individual user’s preferences including the device they like best to addressing a consumer’s intent in that very moment. Digital advertising will start to become a consumer service rather than a nuisance.
This is a very interesting time to be in marketing since
these changes could be implemented rather soon. The focus on customer
experience is key here and the puzzle that is digital marketing and constant
optimization could be solved with this big-data and AI-driven technology.
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