Artificial intelligence, a valuable tool for digital marketing

       
       In a marketing context, artificial intelligence can be defined as entrusting a machine, software or set of algorithms, a task that cannot be handled by a human or that could only be performed by an individual under conditions of cost, quality or time that are less attractive than those provided by the artificial intelligence device.

The boundary between a "simple basic algorithm" or the "simple automated use of a response library" and real artificial intelligence is tenuous and sometimes debatable, especially in a context where the term artificial intelligence is often used as a marketing argument or image factor by marketing solution providers.

Other observers may have a higher requirement to qualify a technology as artificial intelligence, and some, often from the humanities, even go so far as to say that artificial intelligence does not yet exist.


In the field of marketing and e-commerce, for example, artificial intelligence is theoretically used:
- to manage the conversations of the most advanced chatbots
- by Google’s algorithm managing the ranking of sites within the SERP
- Solutions for optimising campaigns and auctions linked to commercial links;
- by the recommendation engines produced on e-commerce sites;
- for the detection of fraud
- for content moderation
- for image recognition, logo recognition, speech analysis, etc.
- for display purchases
- For automatic detection of anomalies in web/mobile analytics data;
- for dynamic pricing processes


Artificial intelligence usually occurs when masses of data (big data) or variables are too numerous to be taken care of by a human or when one wishes to replace a human for reasons of cost and/ or speed of processing (chatbot). In some cases, the use of artificial intelligence can also increase the reliability or quality of the treatment compared to a human.

AI use in the marketing field is wide and complex, I therefore urge you to watch this well made video from Growth Tribe YouTube community explaining how to apply artificial intelligence and machine learning for marketing & growth.

References :

-Capital-images, artificial intelligence at the service of marketing (https://www.capital-image.com/blogue/lintelligence-artificielle-au-service-du-marketing/)  Accessed 25 march 2019

-SmartInsights (2020) ‘How AI is transforming the future of digital marketing’. Available at:

https://www.smartinsights.com/managing-digital-marketing/how-ai-is-transforming-the-future-of-digital-marketing/ (Accessed: 19 February 2020)

-Forbes, How AI is transforming digital marketing (https://www.forbes.com/sites/forbesagencycouncil/2019/08/21/how-artificial-intelligence-is-transforming-digital-marketing/#71051c4321e1 (Accessed Feb 20, 2020)