The new buzzword across all the industries seems to be very clear: “Artificial Intelligence” or AI in short.
You might have stumbled across this term one time or another, especially if you belong to the IT industry.
For all of you still wondering what this term means, here goes: “The ability of a digital computer or computer-controlled robot to perform tasks commonly associated with intelligent beings“.
In simple words, it refers to the ability of a machine to equal or outperform humans in various tasks (like driving a car or playing chess).
I still vividly remember many of my college professors telling me that computers will eat away all your jobs and it will be very difficult to get ourselves a job.
A decade ago, any layman would have laughed off to this prediction. But now it slowly seems to be turning into a reality.
Sounds scary, right? Well, what if i told you that Artificial Intelligence has existed since many years?
Google’s voice search, Apple’s Siri and the viral Pokemon Go game all use AI.
This is just the beginning.
With extensive research and development in the likes of new fields such as Data Science, Machine Learning and Neural Networks, it’s safe to conclude that the hype surrounding Artificial Intelligence shouldn’t be ignored.
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Automation and AI have been around in the Digital Marketing industry for quiet some time. Take the example of Google’s RankBrain algorithm.
RankBrain is a machine learning algorithm used by Google to scan and sort search results.
Here’s the flowchart of how it works:
Image credits: backlinko.com
Google asked a group of it’s in-house Engineers to identify the best page for a specific search. And they also asked RankBrain.
RankBrain outperformed all the Google engineers by an astounding 10% !!!!
Image credits: backlinko.com
Note that these Engineers are some of the brightest minds in the Industry, and it takes some serious amount of Intelligence to beat them!
Marketing Automation is yet another field that seems to be causing nightmares among a large portion of Digital Marketers.
A vast majority of the Digital Marketing companies and agencies have already started implementing it. A part of it involves automating the entire lead conversion process.
i.e Right from lead collection, lead nurturing and converting lead to a customer, can all be automated. This eliminates the need of humans (sales teams) and is also easy on the pocket.
So if you’re still cribbing about “Damn!I might lose my job to a robot”, guess what, you aren’t the only one out there with this issue.
But now let’s take a look at the brighter side of things.
Machines are after all, just machines. No matter how complex and “intelligent” they get, keep in mind that it is a human who created them.
Digital Marketing is one of the very few fields which might actually benefit from Artificial Intelligence.
Right now the biggest impact I’m seeing is in driving better business decisions, thanks to the availability of better data for marketers to work with.
It’s not that we didn’t have access to data before AI became a thing, but rather, AI is helping marketers identify the data that actually matters.
It helps us sift through the tons and tons of garbage to find the hidden gems.
AI can enable marketers to switch off from work-related information flow and have a digital detox from time to time.
Also, Customers will have a gala time online: better search results, better content and recommendations.
Remember that Content is the centerpiece of Digital Marketing.
I’m pretty sure that no amount of automation would be able to churn out a piece of quality written content that has an emotional connect.
Humans are still very much needed for this kind of work.Period.
The key for Digital Marketers to survive and thrive in this AI era is to constantly innovate, think out of the box and the adapt to the changes in this highly dynamic industry.
At the end of the day, you’re biggest competition is still a human. We are still required to run machines and set them up.
In my opinion, there’s never been a better time to join the highly versatile and unpredictable industry of Digital Marketing.
So hop on board and leave a comment down below.
Stay tuned for more updates, tips and tricks in Digital Marketing.