What Are the Various Types of AI?

What Are the Various Types of AI?

In the field of artificial intelligence, there are a variety of tools, techniques and methods that enable machines to perform tasks that traditionally require human intelligence. Here are some of the most commonly used AI technologies and some great examples of AI in marketing.

1) Machine learning
Machine learning (ML) is a process by which machines can figure out how to solve problems on their own by drawing on previous data sets and making predictions about data-based decisions. This means that they “learn” on their own.

For marketers, machine learning can be used for a range of applications such as ad targeting, lead generation and search engine optimization.

Platforms such as Facebook, X and Instagram use ML in their social media algorithms to improve the user experience and simplify usage.

For example, ML can analyze large amounts of customer data to identify patterns and categorize customers based on behavior, preferences, demographics, location and purchasing behavior. This can help you create customized content for emails, landing pages or social media posts for each customer segment.

2) AI assistants and chatbots
Chatbots are an example of a tool that uses ML and Natural Language Processing (NLP) to interact with customers and prospects. They can answer customer questions or queries and fulfill orders.

It’s common today to visit a website and see a chatbot asking you if you need help. You can now even create a chatbot in Meta Messenger that acts as an autoresponder. Platforms like Drift and Intercom can help you offer auto-response platforms and collect information about visitors.

Lyro is an example of a conversational AI that talks to customers and answers questions. It is used by brands such as Glossier, Uber and Netflix to handle customer queries. Walmart, the largest retailer in the United States, has introduced “My Assistant” internally for its employees. This app uses generative AI to answer questions such as “Do I have dental insurance?” for its 1.6 million employees, summarize meeting notes and help create job descriptions.

3) Language search
AI is capable of handling a variety of searches, including speech recognition. They can also integrate different types of search methods to customize the results.

Voice search is on the rise. According to NPR and Edison Research, 62% of Americans use a voice assistant and 36% own smart speakers like Alexa or Siri.

Google, for example, utilizes AI through its voice recognition technology integrated into its products and services such as Google Search (especially with the Google Search Generative Experience rolling out globally), Google Assistant and Google Home devices.

Voice search is also important for SEO optimization as people turn to questioning devices to get information and expect accurate information from brands.

“If people are talking and revealing a bit more, then brands can achieve more through content. They can connect with them in a different way,” said Clark Boyd, CEO and founder of marketing simulation company Novela in a DMI podcast.

4) Marketing automation and personalization
AI marketing automation uses AI and machine learning algorithms to automate and optimize marketing activities.

Machine learning and AI are used to understand shopper behavior and decision-making, and the more they understand, the better advertisers can align their marketing strategies with consumer preferences.

The benefits of using AI-powered marketing automation are:

Improved personalization – We all know what it’s like to come across messages that speak to us and our needs. That’s why personalization is so important for marketers today, and AI helps create tailored content that reaches the right people at the right time.
Cost-effective – Repetitive marketing tasks can take up valuable time and resources, so using AI can help free up time for more strategic tasks.
Higher ROI – AI can help marketers identify new growth opportunities, optimize advertising spend and improve customer retention.
Enabling data-driven decisions – By analyzing customer data and behavior, AI can provide data-driven insights that support business decisions and marketing campaigns.
One of the most interesting and useful applications of AI in automation is ad targeting. Dog food company tails.com, for example, used Google’s AI-powered Broad Match, Smart Bidding and Responsive Search ads to triple its conversion rate, leading to an all-time high in trial sign-ups.

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