Artificial Intelligence has been in the news a lot recently and there seems to be an inexorable rise of the machines touching all aspects of life and society, from the weekly shop to marketing technology. For B2B marketers, Artificial Intelligence (AI) could be used to generate more prospects, which lead to more conversations and ultimately more sales. It could also be used to automate low-level customer services queries and admin tasks.
Recently a Japanese insurance firm1 took the decision to replace 30 members of staff with an AI platform. In parallel IBM’s Artificial Intelligence platform ‘Watson’ now has its own dedicated business unit and over $1 billion has been invested in it. AI platforms such as Siri and Cortona are becoming more widely used as smartphone technology continues to proliferate and becomes cheaper.
AI is here to stay and as computing power becomes greater and more accessible, the more widely it will become adopted. But how can the advances in AI be used in the world of B2B Marketing and is there anything you can do right now to take your first steps into the world of AI?
Is it just a shiny new toy?
Three or four years ago ‘Big Data’ was all the rage and two or so years before that the question ‘what’s your mobile strategy?’ was the hackneyed phrase in the intersection of technology and marketing. Is AI just the next shiny new toy? Given the inexorable rise of automation across all industries (scan your own shopping as you make your way around Tesco) or the PA in your pocket (Siri, Google Assistant and Cortona) we think it would be foolish to ignore it.