PHOTO:
Garidy Sanders
Imagine if your digital marketing tools had the capacity to predict the future. What would you do with that crystal ball? How about quoting the most likely price to incentivize a purchase? Or providing each user a set of search results that have shown to be the most likely to yield a conversion? Recommending a product through a web campaign that can be most effective to prompt an engagement? How about selecting the best ad for a specific user with the highest propensity for clicks?
This is where artificial intelligence is most effective for digital marketers.
Unfortunately, a large portion of online literature focused on AI is either fixated on a Matrix-like singularity or mind-numbing automation that can barely qualify as intelligent. In fact, the number of times I am introduced to artificial intelligence in commercial products that later turns out to be pure automation is astounding.