20/03/2018

Expectations vs reality. Artificial intelligence in marketing

Poles are becoming more and more aware of AI’s existence, which is why we can observe a significant increase of interest when it comes to using AI for business. Nearly one third of companies has already implemented some AI solutions and 85% of them are convinced of its positive influence on their business operations. Marketing is especially responsive to AI. How does it work exactly?

 

Consumer's expectations

The research conducted by InFuture Institute for Huawei shows that 43% of Poles see AI as convenient and being comparable to a personal assistant. Almost one third thinks that AI can save our time and deal with numerous daily chores. It’s hard to deny it. The continuous AI research development makes it a more and more common tool in the hands of specialists. Currently, consumers mostly associate using AI with intelligent cars (51%,) smartphone voice control (41%,) object recognition while taking photos (32%) and image recognition (26%.) Interestingly enough, the research has shown that the increased popularity of AI-based solutions does not necessarily correlate with the users’ awareness of AI actually being used. Even such popular tools as Google search engine or anti-spam program algorithms are associated with AI less often than two years ago.

Business' expectations

What do business representatives expect when it comes to implementing AI-based solutions? Mostly, the opportunity to save money (53%) and streamlining the following processes: management (43%,) production (34%) and accounting (24%.) On the other hand, business representatives point out the following threats: lack of technological preparation for the implementation of AI-based solutions (44%,) lower quality of customer service (37%) and losing the competitive edge (31%.) According to company representatives, the fastest AI-dominated sectors will be IT (37%,) banking, finances and insurance (33%) and telecommunications (25%); the least popular sectors are construction (1%) and education (5%.)

„Artificial” reality

How are business operations influenced by society’s expectations and knowledge of AI? Research shows increased interest in AI opportunities among company representatives. One third of surveyed companies has already implemented certain solutions and 85% are convinced of its positive influence on their business operations. The most commonly used solutions are production automation, robots, bots and chatbots for customer service, data algorithms allowing for learning the customer behaviour patterns, as well as security solutions. The research results are clearly showing that company representatives notice more benefits brought by AI rather than threats; 67% to 23% respectively. Moreover, in companies employing more than 250 personnel, 75% of respondents are convinced of the positive impact of AI. In medium and small companies 60% of respondents express this belief.

„Artificial” futurte

According to company representatives, implementing AI-based solutions will inevitably be related to work automation. Within the next year one in five companies is planning to introduce such solutions and one in three wants to invest up to 10% of its revenue in AI-based solutions. The most popular scenario for the upcoming AI-related job market changes is assisting people in difficult, monotonous or dangerous tasks (41%.) The respondents also forecast that AI will become a helpful tool and an equal partner to humans (22%.)

AI-powered marketing 

Marketers find the interest in AI-based solutions being more and more to their own cost. We can already speak of thousands of AI-based tools aimed at them. Their main purpose is more effective data management and sales process optimisation as well as more effective and individually planned campaign adaptation to the recipients’ needs. AI is currently being used for planning, targeting and conducting campaigns as well as automatised advertising space purchases online. Another area is displaying product recommendations based on the user’s previous choices; also, SEO in intelligent search engines. AI tools can use customer data in order to create personalised newsletters which, through selecting certain content, may evoke interest and encourage the customer to visit the given website. AI can also use the customer location data as basis for offer recommendations. Common use of chatbots, or automatised and advanced dialogue systems, enables simplifying the jobs of millions of communication and social media specialists around the world.

How will the job market change in the years to come? It looks like AI will gradually change everyone’s jobs. What’s reassuring is that those on creative positions will remain independent the longest. According to Huawei research, the first ones to be replaced by AI will be telemarketers (48%,) receptionists and secretaries (40%) and office/administration workers (27%.) Those with professions requiring creativity and high level of social competence, such as psychologists (1%,) artists (1%) and teachers (2%) may sleep peacefully.

 

Authors:

Tech-team of Multi Communications

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