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.

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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.

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-Ronn Torossian is the CEO and Founder of 5WPR.

Ronn Torossian

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.