A lot is being developed regarding to A.I. within all kind of machines, and a lot of people is starting to be sceptical about humanity’s future.
It is a truth that machines have changed human society always, from vehicles to factories, arriving to the A.I. and automated remote processes controlled by extremely well developed algorithms. Today most of factories reduced a lot of staff improving technological production chains, and some of them can maintain high levels of productivity with a lot of automatic machines and just a few employees.
Even surgeries can be done by some automated machines when the area to do it is too small and the risk is too much to trust human pulse. The concern had to arrive to communication fields, as normal, so the debate is nowadays on the table.
Will the A.I. be able to replace human minds in order to value psychology, behaviours, feelings, ambitions… to be the most competitive possible and reach properly targeted audiences?
We’re seeing this now with marketing technologies. Machine learning has made it so that marketing automation platforms can be predictive — able to learn, think and act without explicit instructions. The result: more precise, efficient marketing that adapts to the journeys customers travel. What used to be nice only in theory (predictive analytics, often complex and expensive) can now be put into practice, via features that allow for real-time data optimisation, automated workflows and personalised content.
On any given day, most marketers are up to their ears in data — data from the programs they run, the buyers they court and track. Marketing automation enables them to separate signals from noise, wheat from chaff, so that they can orchestrate specific actions based on the stories data tells them.
Marketers have long relied on A/B tests to optimise their programs and strategies, to ensure the most effective message is used. But this method has always resulted in a one-size-fits-all approach, in much the way segmentation has — assuming that the behaviour of a set of buyers tells us everything we need to know about a whole swath of buyers.
Nothing, including marketing technology equipped with the latest artificial intelligence, can ever replace marketers’ experience and instinct. Marketing is a human endeavour, no matter how much machines enter the picture.
Ade Camilleri is a leading Internet marketer and Data Marketing Analyst for some of the worlds leading Comapnies with a focus on Tourism, Public Companies, Government Organmisatioons and iGaming. He forms part of the Media Plan group of Copmpanies who provide Digital Marketing Services for iGaming, Tourtism and Fortune 500 Companies.