As digital marketers, we know that trying to keep up with new technology is extremely daunting. Artificial intelligence is no different. The rise of Chat GPT has shed light on the opportunities that AI creates, but Chat GPT isn’t the full extent of AI. AI has many different facets, which can help businesses grow and create content easier than ever before, so let’s dive into what AI is, the types of AI that exist, and how you can start using AI for marketing today.
What is AI?
There are two types of artificial intelligence that are currently in use: limited memory and reactive machines. Both limited memory and reactive machines are forms of narrow AI. Narrow AI does not have the capacity to learn or understand human emotion. On the other hand, general AI involves machines that behave and think like humans. The two forms of general AI are self-aware and theory of mind. Both are theoretical forms of AI that have not yet been developed into practical applications.
4 Types of Artificial Intelligence
- Limited memory
Limited memory is the category of artificial intelligence that Chat GPT falls into. Chat GPT and other limited memory AIs aren’t able to hold large amounts of data or “memory” to pull from when responding. Instead, they pull from a specific set of information or feedback from the interaction they’re having. This could include input from the user as well, so a chatbot could interact with someone based only on what a user has said to them.
- Reactive machine
Reactive machine artificial intelligence can react to a specific set of actions or commands. A common example of these types of AIs is customer service chatbots. These machines can also help collect data to improve the overall customer experience.
Self-aware artificial intelligence does not yet exist, but it would be the most complex version of AI to exist. A self-aware AI would be able to understand human needs and emotions while also having human needs and emotions. Essentially, it would be a fully artificial version of the human condition.
- Theory of mind
Theory of mind involves a machine’s understanding of human needs and emotions. If a machine could understand the nuance of the human condition, automation could create a more intentional response.
How can I use AI to help grow my business? (examples)
Artificial intelligence has a wide range of applications that can help improve the efficiency of your business.
Email marketing is one of the easiest ways to get started with AI. By using tools like MailChimp or Constant Contact, you can automate your emails to help the right message to appear in front of the right people at the right time. This could mean triggering a welcome email when someone signs up for a rewards program or automating thank you emails to customers that leave reviews.
AI also has the capability to handle buying media advertisements in a similar way to how it can help with email. Making sure that your content is served to the right audience is something that AI can do faster than humans, but the process of creating and editing the content is still reliant on humans.
AI can also assist with product marketing by providing recommendations based on the user’s past purchases – just like how Spotify creates playlists for customers based on their recent listens.
The trickiest area to navigate with AI marketing is content creation. While AI does a great job of helping with ideation or organization for content, it should always be used to boost the work of humans– not replace them. However, with this being said, AI can help to streamline the process of content creation and make it easier for your team.
Pros and Cons of Using AI
Artificial intelligence is an incredible technology. It can make the lives of marketers everywhere so much easier, as tasks can be done quicker and with less oversight than before. However, when used without limits, AI cannot produce the same results that a human marketing team can. AI can never replace the work of a human, but when used correctly, it can improve and streamline the entire marketing process.
Artificial intelligence can help businesses with content and marketing goals, but there are limitations. Understanding the unique goals and values of a business takes a real person. That’s where Marquee can help.
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