Artificial intelligence is one of the most exciting technologies to aid business in recent years. Development in the field has focused on helping companies deal with analytics and interactions with clients. The result is a sophisticated analytics system that companies have adapted for use with their internal data. The inexorable movement of AI into business is faster than you’d think. Gartner notes that 37% of enterprises have implemented AI in some form or another. While AI and machine learning have been used in analytics applications quite a bit, they have also found a home in social media marketing. AI can offer businesses a renaissance of social visibility on the networks their core audience frequents.
How Business Has Used AI To Their Benefit
Artificial intelligence is mostly invisible technology. Most businesses have already included chatbots with Natural Language Processing (NLP) built into the to aid in customer support. Smartphones have also gotten into the act with personal assistants such as Google Assistant and Siri. Business Insider mentions Gmail’s new auto-complete AI system allowing users to auto-write complete emails from scratch. These technologies aren’t just AI but are a specialized form of artificial intelligence that learns from its mistakes. Machine learning can personalize the delivery of services to such a degree that users feel like it’s each experience is unique.
Artificial Intelligence and User Experience
These bespoke experiences that users have can be cultivated by collecting and processing data on individual users. Social media marketers already do this to some extent, as Social Media Examiner reports. Using AI to do this makes for a more streamlined system to understand what makes users tick. If they’re searching for an event venue, social media ads can highlight those locations near them. This methodology isn’t the only way that marketers can marry AI and social media. In fact, social media sites have already integrated AI into their offerings.
AI Right Under our Noses
Have you ever been on Facebook when an auto-tag option shows up for a picture? How does the system know it’s looking at you? Facial recognition software utilizes complex AI systems to determine the features of an image and match them to similar features on your face. As another example, Instagram can churn through the most popular hashtags being used on its site and make them float to the top for easy research. Additional help comes from the DeepTextAI, which can determine whether an account is made up of a real user or a bot, keeping advertising away from the dead-end leads.
AI is Not a Panacea for All Ills
AI isn’t a silver bullet that will fix a company’s approach to social media. It still comes back to what the business wants to accomplish and what research it intends to put into the system to get a useful result. At its heart, AI us a computing system, albeit far more sophisticated from those we’ve seen before. Using AI cleverly can help a business get more exposure on social media, but it’s just a tool, and can’t tell you how to use it the best way possible.
