Question

2. Provide a basic definition of artificial intelligence/machine learning in the context of marketing. Find a specific example of the use of artificial intelligence/machine learning in marketing and describe it in your own words. Include your opinion on the utility of artificial intelligence/machine learning in your example as well as in the marketing industry as a whole.

Answer 1

Let us begin with basic definitions:

In general, Machine learning provides software the ability to enhance itself by learning from the experience.

In the context of marketing, machine learning provides the right product to the right user automatically by learning from the user actions.

Use of Machine Learning in Marketing:

Facebook is a social site which is widely used for messaging and sharing ideas/thoughts with others. Besides, one can post information related to one's interested topics, follow celebrities or great personalities and follow pages of one's own interest. Also, there are many advertisements that are visible on facebook. These advertisements differ from user to user. In the context of marketing, the ads displayed should reach out to the right user. This is accomplished by gathering the user's areas of interest.

The challenge now is to get data in an organised format with which the interest of each user can be identified. As the user performs many activities on facebook like chating, sharing, posting, follow a page or person etc., the data related to the user's interested areas is stored but this data is very huge and unorganised. This is where Machine learning is applied.

Machine learning will be helpful in analyzing particular word, phrase, idiom, sentence and content formats that resonate with specific audience members. With the help of this the system displays appropriate ads.

Example, if Jack shares or posts information related to Fashion then he receives ads on clothing, shoes, perfumes etc.,

Utility of Machine Learning in Marketing:

In general way of marketing, one might not know about the user interest or one might not know who the target audience are?. Reaching out to the right target audience plays a vital role in Marketing. In the previous example, since system knows through machine learning that Jack is interested in fashion as he shares posts related to fashion, the right advertisement reaches to Jack. This can be accomplished only by Machine Learning.