How AI Helps IBM for Marketing
IBM is working hard trying to release the idea behind the artificial intelligence (AI) to the clients, describing how the technology actually operate. Studies show that eighty two percent of C-suite executives are willing to use AI but are worried about their limitations and skill set. But its already been used in vast range of services and also it has been implemented in areas such as recruitment and others to justify and make sure that it is not biased and does its work perfectly without any limitations as per the job description.
According to IBM Senior Vice President and Chief Marketing Officer Michelle Peluso “Technology can help to make sure there’s not bias in promotions and the like and so (there is) this grounded belief at IBM that inclusion is part of our ‘brand state’,” she told to “Marketing Media Money.”
Peluso said that there are many ways to use AI for marketers. The first is in getting to know their customers. She also added, ” “It allows us to understand more about our customers. We can analyze tone. We can listen in on chat bots, we can analyze personality and social (media), so we have the ability to develop a richer understanding of our customers.”
In business interaction with their customers, AI is being widely used and also chat bots are being used to answer customer service queries. The one-way messages that are broadcast to people traditionally and the nature of advertising- could also become more of an interaction.
Peluso said,”We can say in a digital ad (for example) what’s in your refrigerator … And (it will) give you a great recipe, or (AI can) tell us why you’re interested in a certain car. And we’ll tailor the content live to make sure you’re getting the answer, so it will change (so the advertising is) actually interacting … with customers.”
She also added, “(We are) growing an immense amount of data (that) is almost overwhelming and we need artificial intelligence as marketers to help us understand what our next best action is for our customers,” and she also said, AI is also helpful in predicting what customers want.
peluso stated that it is an “extraordinary time” to be a marketer, given the expansion of new technology. “(The) marketing role is transforming incredibly around the globe … We are so much more data driven than ever before. We are so much more technology driven than ever before. We have the ability to truly be client centric in new ways.”
She also put attention to the fact that AI is in it’s early stages, and that any insights generated by the technology belong to its customers and IBM focuses on data privacy.
In 2011 IBM’s Watson computer gained huge fame when it beat two champions at the quiz show named “Jeopardy!” and also more than two decades ago its Deep Blue computer beat chess champion Garry Kasparov.
A former senior Vice-president of Watson and Cloud at IBM and acting as chief executive of research company Nielsen, David Kenny, previously told CNBC that pointing and focusing in the negative aspects if AI is “not helpful” considering the massive well being it could bring.
He also told CNBC through phone in May that,”It’s making things safer in cyber security, it’s helping doctors and nurses and patients better find health care, it’s helping people be compliant and manage their tax codes, so I see all these great benefits from it. And I hate statements that make people afraid because I think that’s not helpful”
And Kenny added,”I actually believe that if businesses and builders of the AI platform really adopt principles or trust and transparency they can get all the goodness without the risk.”