What exactly is artificial intelligence?
In computer science, artificial intelligence (AI), sometimes called machine intelligence, is the intelligence demonstrated by machines, in contrast to the natural intelligence displayed by humans and animals.
Here are some ways you interact with artificial intelligence:
- Search engines like Google use AI (algorithms like Rankbrain) to determine the most appropriate result for a search.
- Automated marketing emails use AI to figure out what emails to send based on how you’ve interacted with a business or website.
- Various types of online ads use AI to determine who should see a specific ad, based on past behavior, interests and search queries.
- Chatbots are becoming more common in online messengers so that larger brands can assist customers immediately and efficiently.
- Voice searches on smart speakers or even smartphones use AI to determine the best result for those long-tail keywords and conversational queries.
How does AI work?
Artificial intelligence uses machine learning to mimic human intelligence. The computer has to learn how to respond to certain actions, so it uses algorithms and historical data to create something called a propensity model.
Propensity models will then start making predictions (like scoring leads or something).
AI can do much more than this, but those are common uses and functionality for marketing. And while it might seem like the machines are ready to rise up and take over, humans are still needed to do much of the work.
Mainly, we use AI to save us time — adding people to email automation and allowing AI to do much of the work while we work on other tasks.