Everyone who cares about artificial intelligence and machine learning in marketing is no doubt aware of the big players' recent acquisitions. Seeing how Google and Facebook create magic via AI technologies, all the usual suspects are using M&A to catch up. Ultimately, marketers will find many companies competing to provide the magic.
If you have at least a half-million customers and good customer-interaction data, Matt Fleckenstein has an offer you probably shouldn't refuse. Fleckenstein is co-founder, chief product officer and CMO of machine learning start-up Amplero, a Seattle-based marketing AI company that promises to "leverage machine learning and adaptive experimentation to help marketers achieve what's not humanly possible."
I've begun to get the sense that most marketers aren't yet taking AI seriously enough. Sure, it won't put you out of business next month. It won't make everything you know wrong, overnight. But consider the implications of Bill Gates' aphorism from "The Road Ahead": "We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next 10." No, really, stop -- and think.
If you doubt artificial intelligence is bringing a tsunami of change to a wide array of industries, business functions, and consumer experiences, this piece of intelligence should set you straight: "Amplifying Human Potential Towards Purposeful Artificial Intelligence" was released by the global technology services and consulting firm Infosys this week at the World Economic Forum in Davos. The report points to a high level of activity in large global organizations to adopt and implement AI technologies. There are implications for marketers that should get your competitive juices flowing.
Just because the constant acceleration of technology advancement has become cliche doesn't mean you're prepared. You may think that's OK because everyone is in the same boat, right? Wrong. Some big companies are already way ahead. And the gap between you and the leaders is getting bigger every day. .If you're an agency of any size or a marketer in anything bigger than a small business, it's a little way past time to get very serious about AI.
AI ethics makes my brain hurt. The issues and questions are that big. Never mind corporate behavior; people, governments, policies and global geopolitics will all evolve differently depending on how we answer those questions. My brain is hurting right now. But if you're a marketer planning to use AI, you're going to hurt a lot more than your brain if you don't start examining the ethical questions.
There's a bit of a sotto voce debate going on among agencies right now about the best organizational model for exploiting the potential of artificial intelligence for their clients. Some say AI and machine learning are so new and impactful, you've got to focus a team and fence it off in a separate division or subsidiary so that it can explore their potential free of the politics and mundane, everyday influences of current mainstream work. Others say AI and ML need to be integrated into everything you do for each client.
I first met Amy Ingram through an email she sent to arrange a meeting with the CEO of a New York AI company. My exchanges with her were peppered with phrases like "I'm sorry," "Have a nice weekend," "Thank you." I had no idea Amy Ingram was a bot.
What if you knew the concerns that were uppermost in your customer's mind, right now? Or, which of the folks in your Eloqua database are most intensively researching the topic of the white paper you're about to blast out - this week? Or, best of all: Which Fortune 1000 companies are intent about buying something you have on offer - ASAP? I recently learned these things actually are knowable, today, given just a few machine-learning algorithms and a database the size of a small outer planet.
If there are roughly 400,000 journalists, bloggers, and other potential influencers publishing in the English-speaking world, wouldn't it be great if you could send that press release about your lovingly brewed craft beer only to those who actually cared? Last week, I learned of a U.K. start-up using AI machine learning technology to solve this problem. Trimaldi Ltd., just shy of nine months old, recently announced an AI-backed press release distribution service that uses machine learning algorithms to send a marketer's release only to relevant influencers.