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Magdalena Anevska: Artificial Intelligence (AI) in the World of Marketing!

Watching a documentary about artificial intelligence on television and reading content on this fascinating topic inspired me to write this article and share how AI is transforming the game in the world of marketing.

Before diving into how artificial intelligence currently and in the future will affect not just marketing but all industries and our daily lives, let’s first familiarize ourselves with its meaning.

Once part of science fiction, AI is now used by billions of people. Although there is no precise definition, it is generally accepted that AI is the use of computers to mimic human intelligence. Today, it is applied in almost every industry, often in ways too subtle to notice.

Three Categories of Artificial Intelligence:

  1. Narrow AI: Designed for highly specific tasks, such as playing a game, keeping spam out of your inbox, helping you find a nearby restaurant on your smartphone, or even driving your car.

  2. General AI: More closely resembling human abilities, general AI is an advanced form that includes visual and language processing, contextual understanding, and the ability to adapt to a wide range of tasks. It is considered far off in the future.

  3. Super AI: Imagine a machine that is smarter than you—much smarter. Superintelligence is still just a theory, but progress in AI raises interesting and concerning questions about the future of humanity.

Want to know how AI has been developed? Here’s the answer. 😊 AI is based on four key segments:

Machine Learning

Machine learning is a technique through which AI programs are trained. The concept involves using data samples to train computer programs to recognize patterns based on algorithms. Machine learning enables computers to perform tasks without being explicitly programmed. Here, the efficiency of machine learning generally depends on the algorithm.

Neural Networks

Neural networks are computer systems designed to mimic the neurons in the human brain. These networks learn by processing examples, using known inputs and predicted outcomes. As the network gains experience, its output approaches the desired result.

Natural Language Processing (NLP)

NLP is a branch of AI that involves a computer's ability to understand spoken language and text. This goes beyond simple audio-to-text (and vice versa) translation. One of its goals is to design a computer that fully understands and analyzes documents.

Robotics

The use of robots dates back hundreds of years, but machines that can assist without human intervention are relatively new. The first autonomous robot was installed in 1961 to pick up hot metal parts from a machine. Since then, robots have become commonplace and are used in a wide range of applications, from space exploration to cleaning your carpet.

AI in Marketing

AI offers revolutionary solutions for improving the precision and efficiency of advertising campaigns. Imagine a world where every ad you see is tailor-made for you, like a personal message from your favorite brand. AI now makes this possible, enabling ads to be hyper-personalized and targeted directly to each individual. Sounds incredible, doesn’t it?

Hyper-personalized direct video targeting means that the same ad will not be shown to everyone. Some ad campaigns already collect geolocation data in advance. This means that users see different versions of the same clip or ad depending on the area they live in. However, advertisers know much more about us than we might assume.

For instance, certain AI generators might address you like this: "Hello, Magdalena. How are you? Wondering how I know who you are?"

Think about it—perhaps while watching certain movies, downloading apps, or shopping online, you’ve used your personal data, like your name, or maybe you recently bought a concert or movie ticket online. This level of personalization can be exciting but also a bit eerie, don’t you think?

The Rise of AI Models in Advertising

AI-generated models are increasingly being used in the fashion and advertising industries. Take, for example, the Amsterdam-based fashion agency "La La Land," which has revolutionized the fashion industry with AI-generated models. These models aren’t real people, meaning you won’t see them walking down the runway. Instead, they are entirely generated by AI.

This approach is cost-effective and allows for greater diversity in advertising campaigns. Models of all shapes, sizes, ages, and skin tones can now represent brands. Online shoppers can even see how a piece of clothing will look on someone who resembles them, which is especially useful for e-commerce.

Additionally, AI models can be placed in imaginative scenarios—dancing on a volcano, swimming underwater, or even on another planet. Isn’t that fascinating?

Challenges and Ethical Considerations

While AI holds enormous potential in marketing and other industries, it also presents ethical challenges. As algorithms become more adept at predicting our preferences, we might wonder if they know too much. Hyper-personalized advertising, though effective, could lead to concerns about privacy and the authenticity of what we see online.

Moreover, as AI technology advances, distinguishing between reality and manipulation will become increasingly difficult for the average consumer.

AI in Broader Applications

Beyond marketing, AI has significant impacts in other fields, such as healthcare (diagnosing diseases, analyzing medical data, and developing new drugs), finance (fraud detection and investment optimization), and transportation (autonomous vehicles).

The Future of AI

AI continues to evolve at an incredible pace. In the future, it is expected to become even more integrated into our lives, bringing advancements in healthcare, education, and business. However, it is crucial to consider ethical implications and ensure that AI is used for the benefit of all.

As we navigate this exciting world of AI, it’s essential to explore its potential while maintaining a focus on the well-being of humanity. While AI can enhance many aspects of life, its ability to replace human intuition and emotions remains limited.

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