AI as service for Marketer

Artificial intelligence (AI) is transforming human life much faster than
ever before, today we use AI many times during the day even without realizing it.

Alexa, Uber, and Netflix, to name a few, all leverage AI technology to learn more about user profiles and persona and deliver a personalized experience. Currently AI is evolved in many fields like chatbots, autonomous driving, retail shopping, security surveillance, sports analytics, finance and insurance, medical imaging analytics.

Are we harnessing its true potential ?

Although these groundbreaking developments mean nothing unless organizations can actually use the technology in the real world.

In a time where there’s a dearth of AI experts with increasing competition in the marketplace, keeping cost in check, lowering the risk of investment is considered to be a major bottleneck to reap out maximum benefit.

That’s where AI as a service comes to rescue, making technology accessible across the board, whether a company is big, small, tech-advanced, or on a budget.

With the help of AI as a service (AIaaS), even companies without a data science department can utilize AI to benefit from data-driven business decisions.

Basically, it allows companies to use the power of AI without having to procure the expertise to manage it.

How it is helping Marketers?

While marketing AI is relatively new, it has been a thing for several years now. There are many ways enrollment marketers can take advantage of marketing AI to improve their marketing efforts. Here are few of them worth checking out for those who are planning to implement marketing AI into their marketing funnel.

Conversational AI (Speech to Text)

Speech to text software is a easy way to start using AI in your marketing mix. This will leapfrog the amount of content one can produce as talking is a more of a natural activity. This also aid in contextual marketing where data drawn out of Alexa/Google device can be further process to unveil the right intent of prospect.

Marketing Automation

Empowering computers to do what you would normally have to do yourself. Marketing automation allows you to do this at a big scale by orchestrating marketing flows based on your customer behavior.

If your prospect is interested in your product and checked out your website by clicking through few product pages. Marketing automation collects that data and target the prospect with most relevant campaign available across various channels with blend of customer propensity . This can be achieved through Customer AI models.

Search engine optimization

Till date most of the SEO practices are linear in nature with providing specific best practices. How about a system which can on the fly check your content and prescribe you with required optimization as per the most recent search pattern and scores.

There are lot of platform which does the same for you as a service (Brite edge, Market brew) are some of them.

It also analyzes the content to make sure that it is easily readable. Why is that important?
The more readable my content is, the more likely you are to read it!

Analytics

Finally, its time to analyze and find rich insight from vast amount of data got collected. Enrollment marketers use marketing AI For example, use Google/Adobe Analytics to track your website visitors’ behaviors.

This is use to understand efficiency of marketing strategy, what are all marketing touchpoints which contributes maximum conversions and optimizing the customer journey.

How do you see it maturing?

There are major technical players who have stepped up in the AI as a Service race. They have large public cloud infrastructure, they’re able to make AI as a Service for those looking to use AI from robotic process automation to customer experience, marketing and retail analytics, predictive maintenance, or deep learning models.

Once AI is democratized, this will be more pervasive everywhere. Although it requires an entire ecosystem of partners to make it more optimized in terms of systems.

This reminds us of how AWS partners with NVIDIA to offer its GPUs in the cloud, AI as a Service.

This has a huge upcoming potential to scale a business model where we can target all sections of industries regardless of their maturity level in AI.

How do you see it scaling?

What would be required — e.g. market conditions, technological advances, an individual organization’s culture/org model — for the trend to scale successfully?

Earlier we witnessed how adoption of infrastructure as a service (IaaS) as well as software as a service(SaaS) has simplified and opened the use on demand.

This approach is now being applied to AI as well. The main advantages of IaaS and SaaS are the company can focus on the core business, check and control on costs through pay as you go, model, reduced build time and investment risk as well as increased strategic flexibility.

AIaaS allows developers to use simple APIs, users to play with GUI based interface without worrying too much about complicated coding skills.

Eventually this leads to building a solution with quick time to market. This will more fueled with advancement in edge computing and quantum computing. Gone are the days when you have to build such stack from scratch — now you have ML platforms, libraries, computing, and data platforms readily available as software platforms.

From Conversational AI and Natural Language to On-boarding and Customer Experience and Design Thinking.

Finally, everyone wants human experience

New forms of marketing AI like chatbots, for example, make sure the interaction it has with customer isn’t mechanical or robotic.

No one wants to feel like they are always dealing with mechanical robotic world all the time.

Personalization is also fine up to a point where you are not shocking your prospect with a campaign which make them to think you are encroaching their private space.

So use marketing AI to make human-to-human interactions more frequent and more impactful.