Everywhere you look, there seems to be an article these days about the use of artificial intelligence (AI) in marketing. MediaPost now does regular columns on the topic, and Gartner and AdAge have developed glossaries of artificial intelligence terms for marketers.
So why all the fuss now since artificial intelligence and the notion of neural networks have been around forever? The answer is pretty simple. It’s all because of one thing…data.
Artificial intelligence algorithms are dependent on data. They need data to learn. The more data, the better. Thanks to the digital world we live in, tremendous amounts of data are generated each day, like never before. Every visit to a website, every online purchase, every “like” of a social post. All of these actions generate data that can be used to make software smarter.
Yes, it helps that there are now powerful, cost-effective platforms that provide the computing power to analyze lots of data quickly. But ultimately, it is the availability of data that is driving the emergence of AI in marketing.
Artificial intelligence and data are being put to good use in marketing in a number of different ways. The use case that is the most familiar to people is recommendations. From product recommendations on Amazon, to movie recommendations on Netflix, to article recommendations on a publisher’s site, these are all being driven by AI algorithms.
At Origami Logic, we feel we are just at the tip of the iceberg in terms of the impact AI will have on marketing. In particular, we feel there is a big opportunity to employ AI to provide proactive guidance to marketers on how their campaigns are performing so that the performance of campaigns can be improved.
See Which Trends Are Driving AI Successfully
There is a tremendous amount of data generated about the performance of marketing activities. But currently, it is primarily up to marketing analysts to understand the data and discover insights that are worth paying attention to. Considering the amount of data that is generated these days, this approach doesn’t scale. However, teaching software how to think like a marketing analyst is not easy. In particular, gaining a deep understanding of marketing data is a challenge since most of it is not generated or owned by one party.
Based on our experiences working with some of the largest marketers in the world, we have not only gained a deep understanding of data in the marketing ecosystem, but we have also learned what insights marketers care about in order to improve their ability to become better marketers. We feel that by combining deep understanding of marketing data with real-world know-how, artificial intelligence can be applied to automatically discover insights worthy of attention and to proactively deliver such insights to those who should know in a timely manner.
Imagine a day when marketers will be:
- Proactively notified of exceptional events, even ones they haven’t been thinking about
Able to verbally ask questions about their campaigns, like consumers do today with Siri and Alexa
- Presented with feedback on the performance of their campaigns that automatically takes into account contextual elements, like business objectives and organizational structure
- Obtaining deep, surprising insights about audiences, creatives, channels and opportunities they didn’t even think to look into
- Getting clear, useful recommendations for actions to take to improve their marketing strategy and planning
We are excited about applying artificial intelligence to transform the way in which marketers engage with data and improve the performance of their campaigns. Have you checked out Origami Stories yet? Stories is our latest product release where you can get personalized insights about your marketing delivered to your phone.