The Basics: Different Types of AI and Their Role in Marketing

Artificial Intelligence (AI) has become a buzzword in the marketing world. However, what many might not realise is that AI encompasses a range of technologies, each with their own unique capabilities and applications in marketing. In this blog post, we break down the different types of AI and their specific roles in revolutionising marketing strategies.

Machine Learning (ML)

Machine Learning, a subset of AI, involves algorithms that allow computers to learn from and make decisions based on data. In marketing, ML can be used for predictive analytics, such as forecasting sales or identifying potential customer segments. For example, Netflix uses ML to predict what content a viewer might like based on their viewing history.

Deep Learning

Deep Learning, a more advanced subset of ML, uses neural networks to simulate human decision-making. It's exceptionally good at processing unstructured data, such as images, text, or voice. For instance, it powers the image recognition technology used in Pinterest's visual search tool, enabling users to find similar products or styles based on an uploaded image.

Natural Language Processing (NLP)

NLP is an AI technology that helps computers understand, interpret, and generate human language. In the context of marketing, NLP powers chatbots, voice assistants, and sentiment analysis tools. For instance, it allows Alexa and Siri to understand and respond to voice commands, or helps brands monitor and understand customer sentiment on social media.

Recommendation Engines

These are AI systems that filter and present items based on user preferences. E-commerce platforms like Amazon use recommendation engines to suggest products to customers based on their browsing and purchasing history, significantly increasing the chances of additional sales.

AI in Marketing: The Future is Here

By understanding the different types of AI, marketers can better determine the tools and strategies that best meet their needs and those of their customers. As AI technology continues to evolve, its role in marketing becomes ever more significant, offering more personalisation, efficiency, and data-driven insights.