I spent a few days at a marketing conference earlier this year called Traffic and Conversion; gotta keep up on the latest and greatest in marketing. There were over 6,000 attendees— almost too many in my book—but the event has great content and I guess word catches on. The main focus of this event is Digital Marketing although some of what is taught can be carried over into traditional marketing too.
There was a lot of talk on artificial intelligence (AI) and how it is being used right now in marketing. Let’s just say it is a scary world out there.
“Artificial intelligence will digitally disrupt all industries. Don’t be left behind.” – Dave Waters
Google knows more about you than you could ever imagine. Actually, Apple does too. And Amazon. And virtually any company that has a huge digital footprint and lots of data points they control. For Google or Alphabet (their parent company), think about this: they own Android (your phone), Google (your web search platform), Chrome (the browser you use), YouTube (your online video source), Google Home (your personal assistant), Nest (your smart thermostat and home security cameras), Google Fiber (high speed Internet for homes), Deep Mind (artificial intelligence research), and Waymo (self-driving cars). Does this make you a tiny bit frightened? It does me. I’m a pretty private person; at least that’s what I thought. Ha, ha!
“Artificial intelligence would be the ultimate version of Google. The ultimate search engine that would understand everything on the web. It would understand exactly what you wanted, and it would give you the right thing. We’re nowhere near doing that now. However, we can get incrementally closer to that, and that is basically what we work on.” — Larry Page, Google Founder (Not sure exactly when this quote was made, but they are pretty darn close! -KJ)
I think one of the scariest things is that all of this stuff is moving at an incredibly fast pace—exponential really—and it’s time to start thinking about how you can use it in your business and your marketing. Bots are a big thing right now. Although not really AI, since it is manually driven, it is a way to automate some functions. At Creativedge, we have developed chatbot technology for Facebook campaigns. It’s all about giving people instant access to information they are searching for and walking them down the path to take the next step with you, whether that is getting more information, scheduling an appointment or taking advantage of your offer.
Even though it is scary, I still think it is pretty exciting. It’s getting to be more and more like the Jetsons! If I could only just have that thing that would transport me in an instant to wherever I wanted to go, my life would be complete.