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 and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.