It's no exaggeration to say that artificial intelligence (AI) has become a hot topic, sparking discussion about its role as a major technological advancement and its potential applications. There's so much content published on the subject that it can be difficult to filter out all the noise.
Read on to explore AI’s applications in the digital marketing world, separate fact from fiction, and understand its true potential and pitfalls.
What opportunities does AI offer marketers?
While the full scope of AI’s capabilities is still being explored, most of the uses and opportunities are clear, ranging from increased efficiency and time savings to improved customer service and user experience.
AI can act as a virtual team member that can work 24/7, analyzing incredibly large and complex data sets at once without rest, improving results as it learns.
AI is not meant to replace humans, but rather an augmentation that helps automate processes and makes certain tasks easier, such as finding information. For example:
- Customer Service Chatbots
- Search tools
- Research Support
- Data collection and processing
- Virtual Personal Assistant
- Extended Team Member Agents
- Sales Tracker
- Data Forecasting and Predictive Modeling
AI Considerations and Impact
When it comes to AI, there are some important points to consider:
- Intellectual Property and Use of Content
- Sharing sensitive information with public AI
- Who “controls” AI and governance?
- What information does AI have access to?
- Information bias
It’s important to be cautious about information provided by internet-trained AI: While AI is a useful way to quickly glean insights, the information isn’t necessarily factual.
AI also trains itself based on what it can see, which means it picks up existing stereotypes and reinforces existing biases. The quality of the data and training it is given is a key factor.
Getting started with AI
Implementing AI in your business is a complex and daunting task, so a good place to start is to try out some free online tools (such as ChatGPT by Open AI or Gemini by Google) to get a better understanding of generative AI and some of its capabilities.
It's worth running small tests or internal experiments with your team to see the results and potential benefits.
But if you’re making fundamental organizational changes to get the most out of AI, we strongly recommend consulting with an expert.
Our AI specialists can help you:
- Identify opportunities
- Conducting capabilities and data reviews
- Conduct a UX and CX review
- Provide use case consulting
- Creating a business case for change
- Make suggestions for change
- Manage complete AI implementation and support
- Develop custom AI solutions
- Participate in broader change
It's important to understand the purpose and intended outcomes of deploying AI, and you may need to do a lot of groundwork around your data and processes before you can build a custom AI solution.
Introducing our unique AI technology: Customized AI solutions
Our custom AI technologies provide versatile, out-of-the-box applications that are highly adaptable to specific business needs and challenges, providing a personalized touch to our AI solutions, including our unique LLM-generated AI chat interfaces (such as ChatGPT and Gemini).
Because it is a proprietary tool, unlike public or open source alternatives, you have full control over features, usage, and data access. This control also extends to data security, ensuring data is not shared without user consent.
Unlike free public AI tools, our technology can:
- Fully customizable: It can be designed to meet your unique business needs, so you can be sure you get the performance you need.
- Private Training: Unlike internet-trained AI, it can be trained using your own data, making it more accurate and reliable.
- Seamless integration: It can be designed to seamlessly integrate into your organization, improving efficiency and streamlining operations.
Find out how we can help revolutionize your business
Are you ready to unlock the full potential of AI in your organization? Whether you're looking for general guidance, specific solutions, or context about AI in your industry, we're here to help.
We'll guide you through the possibilities that AI offers and how it can specifically benefit your business.
Chat with our experienced AI and transformation technology consultants today.
Contact us now >
AI definition – a useful glossary
Machine Learning (ML): The ability of a machine to learn from data over time.
Natural Language Processing (NLP): The ability of machines to understand human language.
Large-scale Language Models (LLM): It was born out of NLP and the ability for machines to communicate in a natural, human way.
Generative Pretrained Transformers (GPT): A type of LLM such as ChatGPT or Gemini.
Generative AI: The ability for the machine to create something new based on a prompt. This could be text, images, video, audio, etc.
Examples of AI applications
AI systems have many different functions and purposes, including conversational AI, research assistants, data processors, and content generators. Examples include:
- Chat GPT
- Gemini
- Claude
- jasper
- Copy.ai
- Paiai
- The middle of a journey
- sky
