Artificial intelligence (AI) revolutionized marketing by making it easier for advertisers to target customers and create personalized experiences. Narrow AI, also known as weak AI, was a big part of that revolution, if not the biggest part. It enabled us to harness AI for specific (narrow) tasks, and it continues to provide valuable insights that we can share with our clients.
Let’s examine how narrow AI systems are utilized by marketing companies to help determine client ad spend, among other things.
What is Narrow AI?
Narrow AI is a type of artificial intelligence that is designed to perform a single task or a set of tasks based on a single goal or parameter. Applications of narrow AI include Google Assistant, speech recognition, chatbots that respond to customer inquiries, facial recognition technology, and some of the tech involved in self-driving cars.
Artificial narrow intelligence is sometimes referred to as “weak” AI because it cannot think or reason like a human brain but can still be effective in certain settings. However, narrow artificial intelligence systems are still powerful and insightful; they can recognize patterns in data or detect anomalies in customer behavior that might otherwise go unnoticed.
Narrow AI is used to automate mundane tasks that would otherwise require significant manual labor, freeing up marketers to focus on more creative endeavors, such as developing new campaigns or strategizing about how best to reach their target audience with the right messaging at the right time.
Unlike general AI (or strong AI), narrow AI is not designed to mimic human behavior by understanding language or making complex decisions. Instead, it focuses on its specific tasks with superior accuracy and speed.
Emerging types of narrow AI applications are used in marketing campaigns to identify customers’ needs or to provide them with the information they need quickly and accurately.
How Can Marketing Companies Utilize Narrow AI?
Marketing companies use narrow AI to analyze customer data and identify trends. By leveraging automated systems powered by machine learning algorithms, marketers can gain access to real-time insights into customer behavior and better understand their target audience’s needs and preferences. This information can then be used to improve campaigns and help marketers make more informed decisions about ad spend.
Leavened, for example, uses a form of AI to help agencies and businesses. We call it ConfigAI.
By leveraging narrow AI and our access to millions of models, Leavened can deliver highly focused insights quickly while preserving transparency.
This innovative approach allows marketers to accurately measure marketing performance. As a result, busy work is cut out and costs are reduced, making the tool particularly useful in today’s rapidly-evolving direct-to-consumer industry.
ROI
The goal: increase client ROI by providing robust, timely data that helps us make better and more informed decisions while minimizing wasted effort and resources.
To that end, we use machine learning algorithms to analyze customer data in order to identify trends and anomalies in customer behavior. This information can then be used by Leavened’s team of experts to optimize ad spend for each client’s individual needs and goals.
Leavened also offers ongoing support for its clients, including automated performance tracking and reporting so that businesses can stay up-to-date with their current campaigns’ performance levels at all times.
The Cutting Edge
Narrow AI is an important tool for modern marketers looking for an edge when it comes to understanding their customers better than ever before. With narrow AI, marketers are now able to make smarter decisions about how they allocate their budgets. It can be particularly useful for marketing teams because it quickly processes vast amounts of data and helps us deliver actionable insights that can inform ad spend decisions.
Leavened’s AI tools are specifically designed to help marketers save time while ensuring they are making sound decisions based on accurate data — rather than relying on gut instinct alone.
Furthermore, these tools help determine where to allocate resources across various channels in order to maximize ROI — while also minimizing risks associated with overspending in certain areas or spending too little in others. These marketing missteps are often due to a lack of insight into specific customer behaviors and preferences across different platforms and throughout different cultures.
Specific Benefits of Using Narrow AI for Marketing
- Improved accuracy
- Speed
- Transparency
- Improved understanding of consumer behaviors
- Increased efficiency due to automation
- Better targeting capabilities
- Detailed segmentation options
- Greater ROI
- More personalized content and experiences for consumers
- Access to real-time analytics
This last bullet point — access to real-time analytics — is particularly important. Real-time analytics can be used as an early warning system that a marketing tactic isn’t working correctly or needs adjustment. This can protect a business from financial and reputational damage.
In short, using narrow AI offers marketers an edge when it comes to understanding their customers. They can adjust ad spend and targeting accordingly — and with confidence — knowing that their decisions are backed up by concrete evidence rather than guesswork.
What Else Can Narrow AI Do for Marketing Companies?
Marketing companies can use narrow AI in other ways to improve the customer experience and increase sales.
For instance, they can use chatbots powered by natural language processing (NLP) algorithms to interact with customers more effectively — and more quickly — than human agents could ever hope to do manually.
Additionally, marketers can use predictive analytics algorithms powered by machine learning techniques to better target their ads and personalize the customer experience with dynamic content tailored specifically for each user’s interests or preferences.
Finally, marketers can utilize sentiment analysis algorithms — which analyze text data from reviews and social media posts — to gain valuable insights into how customers feel about their products or services. This helps them make even more informed decisions regarding ad spending or product development strategies.
Narrow AI represents a significant step forward in our ability to understand consumer behavior. It’s a new and powerful method of identifying and addressing consumer needs. It enables us to target and refine our messaging for individual consumers during specific moments in time.
As AI capabilities progress and we further integrate machine learning into our processes, consumers will more and more often feel they are being spoken to directly and empathetically — rather than shouted at indiscriminately, as is often the case with traditional OTA marketing methods.
