artifical intelligence

A customer logs in to her Facebook account and pulls up the business page for a boutique clothing store that she’s been seeing frequent advertisements for.

Sometimes, she’s a bit creeped out by how well the social media algorithms seem to know her. When she clicks around Facebook, she sees ads for the clothing line. When she visits a website, she sees an ad for that clothing line in the sidebar. She opens her email and sees an ad at the top of her inbox.

So finally, she pulls up the page and sends the business a message asking if they can ship to the country she lives in. Within seconds, she has an automated answer from the chatbot monitoring the messenger on behalf of the company.

Even though she’s not chatting with a live representative, by interacting with the chatbot, the customer is able to get her basic question about shipping answered.

How many instances of artificial intelligence did you spot while reading the above story? Let’s break them down — artificial intelligence is becoming increasingly popular even within the marketing and customer experience fields.

Dynamic Ads Can Follow Prospective Customers

The ease of using services such as Google Ads and Facebook Ad Manager is that these platforms can use artificial intelligence to create dynamic ads that are more likely to be engaged with by the customer.

These platforms utilize machine learning and cookies left by users to try to predict what sort of ads they are most likely to interact with online. These ads, distributed by the Google Ads Display network, can then be shown to customers visiting any website that has Google AdSense enabled.

Often, this is why users begin seeing ads soon after visiting a company’s website. Utilizing this intelligence can help drive more traffic to a company’s website and increase revenue without having to use a platform that requires daily management.

These ads can also be distributed and enabled to show up at the top of some users’ email inboxes. This is, again, all done through Google Ads and is just one more way for brands to reach out to customers rather than waiting for them to come on their own.

Chatbots Becoming a Go-to for Many Brands

Chatbots have begun to become a more and more popular option for companies looking to up their customer experience without having to have a person manning communication channels at all times.

Artificial intelligence comes into play here as the chatbots can be taught to use predictive analysis to help answer basic customer questions or provide insight that they might be seeking.

Even platforms such as Facebook have begun to integrate chatbots into their business page offerings.

While not as robust as some companies prefer, the basic Facebook chatbot can at least provide a quick response promising that a staff member will return the message within a set timeframe. This can cut down on customer frustration at wondering when they’ll receive a response, even if the message was received outside of working business hours.

The ways in which artificial intelligence can be used for even businesses with simple, lower budget marketing strategies are endless and not limited to the examples in this article. Finding ways to integrate AI can be helpful in cutting down time and labor costs as well as providing a more intuitive user experience.

Ronn Torossian is the CEO and Founder of 5WPR.

Ronn Torossian

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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.