New products driven by artificial intelligence are entering the market every day. It is not exaggerating to call it the beginning of a revolution that will change the face of business within the decade. As such, this is the perfect time for every business to look at what new digital technologies can offer.
What if you could free every employee from repetitive housekeeping tasks, so they could devote themselves to promoting your brand and products in creative new ways instead? That is the real promise of AI. Adding value and originality to the services and products you offer is the way to beat competitors, at home and abroad. Lowering overheads and raising quality standards are just by-products.
When you break down the everyday tasks conducted in modern marketing departments, many are unexciting, even tedious. Marketing has to be creative and innovative to succeed – and you probably hired your marketing staff for their creativity – but so much talent is wasted just staying on top of the details.
Revising published materials, adapting visual assets such as graphics, brochures and videos, assessing impact, analysing target markets, filing and retrieving – all can be extraordinarily time-consuming and non-creative. AI could help in several crucial ways.
Personalisation
Content personalisation is already widely used but has room to improve. Early targeted marketing wasn’t that good at targeting. The secret to greater success is better algorithms combined with richer data collection. A new generation of AI doesn’t just strive to offer dog food adverts to dog owners, it also knows when, where and how – optimising every detail of marketing materials solely for that potential, or existing, customer. Imagine doing that manually.
Personalisation of images is particularly difficult – even for an AI – but AI that can recognise image content is quickly becoming available. It can automatically tag graphic files with meaningful parameters, even their emotive qualities. Matching them with customer profiles then takes microseconds.
Visual Find Replace
Change is forever. For a multitude of reasons, companies constantly make small changes to their legends, logos, branding, livery, headers, footers, and layouts. They affect webpages, documents, contract forms, manuals, social media content, company business cards and so on. No matter how small the change, modifying every asset in the company’s portfolio is an enormous undertaking – but not for an AI system. AI can even learn to recognise and replace revised elements within complex files such as Photoshop images and InDesign templates.
Recognising obsolescence
Updating product offerings, specifications and details isn’t only a headache in retail. In today’s complex and competitive markets revisions can be even more complicated for the manufacturing and service industries. It is often necessary to phase out one set of specifications and phase in another. If those details exist in the form of photographs, stock images, graphics and PDF files it becomes an even greater ordeal identifying every instance to change.
An AI system capable of scanning catalogues, photographs, banners, brochures, posters and advertisements is the ideal solution.
Asset suggestion engines
AI can also support the creativity and innovation of your liberated marketing team by recognising the qualities in products, marketing ideas and campaign strategies that are most likely to pay off. Your team can use its analytic insights to quickly drill down to the most effective approach. It can assemble all the most effective images ready for your team to make their final choices. The result is a better-focused campaign, and employees with time to conduct it better.
You haven’t yet thought of half the ways in which you will be using AI just a few years from now. Taking advantage of tomorrow’s opportunities means hiring AI talent today – before someone else does. RC&A are specialists in the field and can help you find the top talent you need.
