10 Realistic Ways Agencies Can Leverage Artificial Intelligence

Source – forbes.com

Regardless of industry, it seems that nearly every business is asking the same question nowadays: How can artificial intelligence help us?

Google Trends data shows that searches for “machine learning” — a common application of AI that enables machines to process and learn from data inputs — have skyrocketed over the last several years. It’s clear that businesses are eager to get their hands on this technology, which promises to increase efficiency and productivity.

Of course, with all the hype around AI and machine learning comes a few key misconceptions about how it can be implemented and leveraged. We asked members of the Forbes Agency Council to help clear things up and explain some realistic, beneficial ways agencies can use AI.

1. Improve Team Efficiency 

Besides AI ad tech, which is still a developing space, using AI to help company talent get their projects done faster and better has been our greatest benefit so far. In the interim, we are able to learn more about how AI, natural language processing, machine learning and big data tools interact internally before applying externally in the wild with a good sandbox environment. – Sunny Patel, TRENDS DIGITAL – Social & Digital Advisory for Corporates

2. Enhance Customer Communications 

Chatbots leverage natural language processing, simulating a live chat experience and allowing customers to have a conversation with the brand. Infinitely more cost-effective than staffing a 24-hour customer service team, the AI programs answer customers’ questions and serve up the relevant response in a conversational way. – Keri Witman, Cleriti

3. Understand Breaking News And Its Sources

The best use of AI today is in understanding breaking news and information, and the source of information. That knowledge should be used to better understand how those key constituents engage and their preferred content formats. This enables a level of personalization and relationship-building that can be used to sell products, forge relationships and build brands. – Peter Prodromou, Racepoint Global

4. Streamline The Customer Experience 

As a brand experience company focused on live programs, we’ve used AI to create voice-activated content for audiences attending live events, conferences and tradeshows. Session content, wayfinding and FAQs can all be programmed in and activated by attendees who ask questions and get customer responses. This type of application can translate to any point-of-purchase scenario. – Chris Cavanaugh, Freeman

5. Personalize Content And Delivery 

One way that we leverage artificial intelligence is through predictive data on the consumer to personalize marketing initiatives. You can leverage data about when consumers most frequently engage with email, what content is most beneficial to them, what channels they are most likely to engage with and much more, to help personalize their unique buyer’s journey. – Elyse Flynn Meyer, Prism Global Marketing Solutions

6. Optimize Your Ad Campaigns 

Programmatic advertising is a good example of AI application. Algorithms are used to analyze online behavior so that advertising campaigns can be optimized to maximize conversions. Using AI platforms, we can learn very quickly about the best combination of copy and creative that works across Google and social media platforms. – Alannah Tsimis Sandehl, IDM Brand

7. Streamline Small, Appropriate Components Of Your Processes 

The problem I see with bots and AI is that everyone is trying to automate the entire process. Instead, I suggest taking small components and using AI to make it easier or streamline that one piece. The “out of the box” AI platforms are not one-size-fits-all solutions. – Gary Henderson, DigitalMarketing.org

8. Analyze Data Better 

When people say “AI,” they really mean machine learning. Unsurprisingly, machine learning is best used in analytics platforms at most agencies, where it can attribute value to different pieces of content, contribute to social listening, identify trends and key messages, words or phrases, which help determine how well a company’s positioning sticks. – Kathleen Lucente, Red Fan Communications

9. Predict Content Performance 

One way to leverage AI is to help predict branded content performance. Advertisers should no longer go with their gut when choosing marketing messages that’ll resonate with consumers. By merging the art and science of content creation, marketers are now able to make strategic decisions that deliver measurable results, even when it comes to something as seemingly subjective as a brand’s creative. – David Shadpour, Social Native

10. Improve Decision-Making 

Right now, artificial intelligence is best at deciphering large amounts of data sets and making pre-programmed decisions based on the results of the input. In this regard, the AI algorithms are far faster than the human brain. The best use of AI is to compile, decipher, record and execute decisions based on large amounts and a variety of metrics. – Ernesto Carrizoza, Movement Marketing

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