That Happened Fast: What You Can Do to Adjust for AI Marketing in 2018

Kobe Digital
  • Date Published
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Artificial intelligence is a class of computed thinking that has become an important tool for agencies to implement in their digital marketing efforts.

Artificial intelligence (AI) is a class of computed thinking that models the thought processes of human beings. It divides into machine learning and deep learning, and both allow algorithms to be self-educated based on the data received, be it uploaded or environmental.

Automated thinking is now redefining the digital marketing world. For example, the Equals 3 marketing and advertising firm successfully pulled off the creation of the AI bot Lucy to analyze keywords, and The Grid agency uses AI Molly to create websites with little cost and time involved.

There are two things that the advancement of marketing has taught me throughout the years: to be obsessed with how technology is changing communications and to understand how it enables data processing at a level humans never could before. Being able to predict the future is something we’ve tried for quite some time, which is why AI has become an important tool that our agency uses for digital marketing efforts.

The New Standard For Marketing

Artificial intelligence is expected to generate $36.8 billion by 2025, according to a study done by Tractica. Here are some steps you can take to better understand and embrace AI:

1. Get rid of any doomsday prophecies.

The proceedings of the AAAI-17 suggest that worry and panic is a leading trend behind how AI is perceived by the public. This includes public figures like Elon Musk. But look on the positive side, and you’ll see that AI is being used for a lot of good. For example, thanks to artificial intelligence, medicine and diagnoses are being revolutionized.

Daniela Rus, the director of MIT’s computer science and AI lab, suggests that we have to work with AI as collaborators for optimal performance. Leave those uncertainties behind and see AI in a positive light.

2. Understand how AI works.

Before adopting AI, it’s important to understand the basics of how it works. This goes beyond what it can do for your business — how it can work for you on a personal level?

To see this in action, clear your web browser history. Now, open up five tabs. In each tab, search for a topic of interest. Read an article on each of the five topics and then close each tab. Return to your Google browser within a day or two and scroll past the centered Google search bar that rests right under the artistic display for the Google logo. What you’ll find are interesting topics that grab your attention. Scroll just below the search bar under Google’s logo, and a list of targeted content will be presented to you.

3. Determine how AI can help in scaling your business efforts.

AI programming can provide marketers with many things like forecast models, deeper analytics on consumers, automated adjustment within campaigns and the ability to save consumer profiles within its database. Figure out your needs and how you can scale them with this technology.

Personally, analytics has been our agency’s biggest advantage to using AI. The web connects us in an interesting way, and we can now extract data on what people are doing, how and the reasons why. This gives us an advantage when tailoring the perfect message to the audience my agency is reaching.

4. Use AI to fuel your content strategy and understand what’s trending.

Ride on the latest industry trends if you don’t want to start from scratch while still generating optimized content. Therefore, use topics that are trending if you’re hard-pressed to find something to write about. Take from current trends, but add your own twist to them as well.

Both Chrome and Google Search use AI to provide search results, which are based on a user’s search history and patterns, including trends. These AI bots analyze data that’s accessed from across the world and look for common words used. Topics or searches that peak high in numbers become relevant based on Google and Chrome’s algorithm. This means that you can find out what’s truly trending around the web.

You can monitor Google’s autocomplete to uncover trends, or visit This data is a result of things that trend and also helps things to trend even more. Web technology comprehends these concepts as they’re rated with importance. You can benefit from associating with these concepts through a method called aggregation. Trends are already in AI’s memory, and using those themes will boost your work as AI continually optimizes what it perceives as relevant.

You can aggregate content by using attributions to influential content that you find within your industry, be it finance, health and wellness, marketing or entrepreneurship. Some corporate agencies even write hundreds of posts about the same topic every month to build a sense of relevancy around their brand. Aggregate content focuses a trending topic onto one page or through one agency. All you need to do is bring the latest news, gossip and/or innovation of an industry together in one content piece. You’ll find major news outlets doing this by reporting on things that come from a different agency while also linking to that news channel. The work of that other agency is optimized, and any news outlet can benefit from it by associating with that data. You can, too.

Consider the points made above when adjusting and learning where your business can benefit. AI is only gaining more ground, and I hope you’re not left behind on the opportunity to optimize your efforts within the digital marketing sphere.

Featured on Forbes