Artificial intelligence (AI) is revolutionising marketing with an estimated 85% of UK businesses claiming to be ready to invest in it by 2020. Here follows some clear advice to see if AI could help your business make the next big step forward.
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An AI solution can support any area of business that requires faster and smarter decision-making.
First, you need to determine your goal. What specifically are you hoping to achieve with AI? Obviously, we would all love to get more leads and sales. But you need to go deeper and identify the areas in which AI can make a real difference to your marketing.
Artificial Intelligence (AI) can bring great benefits to businesses across various industries. Already companies such as Google and Microsoft have invested significantly in this technology and are benefiting from it...
The data points supplied to the AI should match the outcome you want. For example, if your aim is to generate more leads, you will need to provide the AI with a few thousand historical leads to analyse.
Likewise, if you are looking to increase traffic, you need to provide the AI with data for a few thousand clicks to the website. Once you have collected this data, you need to consolidate and organise it properly. It can then be fed into the AI system.
There’s a good chance an AI-based solution for your problems already exists. Research the market and identify AI programs currently available that claim to solve your issue.
Ask the AI developers to show you specifically how the AI will do what you need it to do.
You need to understand which aspects of the AI tool are automated and which need manual assistance. Without manual assistance, an AI tool can be ineffective.
Tip: Many AI tools offer a free trial period – utilise this option if available.
As AI systems rely on an initial set of data to find relevant correlations within various parameters, any bias contained within that data will adversely impact the AI's performance.
For that reason, it is always important to validate the AI results with a separate data set that has not been used for training purposes. Checking that the results and predictions made by the AI still hold within that virgin data set will improve the confidence you can have in the tool.
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