Applications of AI in Marketing

Artificial Intelligence:
Artificial intelligence (AI) is wide-ranging branch of
computer science concerned with building smart machines capable of
performing tasks that typically require human intelligence. AI is an
interdisciplinary science with multiple approaches, but advancements in
machine learning and deep learning are creating a paradigm shift in
virtually every sector of the tech industry.
Artificial Intelligence in Marketing:
Artificial intelligence in business is a breakthrough that
can enable good managers to be great. The applications of artificial
intelligence in business are many, from improving relationships with
employees and customers to finding patterns in extreme data volume to
performing repetitive tasks.

Practical Applications of Artificial Intelligence (AI) in

Business Organizations.

Artificial intelligence (AI) is steadily passing into everyday business use.

From workflow management to trend predictions, AI has many different
uses in business. It also provides new business opportunities.
Here are some examples of Business Functions where AI is useful:
1. Filtering of Data
 Marketing is now an established data-driven discipline. With the
effective use of data, companies are improving customer
experience and reaching out to them in a better manner. With all
the data available, analyzing it becomes a Herculean task for
humans. This is where the strength of AI comes into play where
complex tasks and analysis are carried out by AI leaving crucial
tasks for humans to pursue. Marketing is now an established data-
driven discipline. With the effective use of data, companies are
improving customer experience and reaching out to them in a
better manner. With all the data available, analyzing it becomes a
Herculean task for humans. This is where the strength of AI comes
into play where complex tasks and analysis are carried out by AI
leaving crucial tasks for humans to pursue.
2. Improving Search Experience
AI has had a profound impact on the way we search and the quality
of the search experience. AI has helped in innovating and enriching
search results with the introduction of natural language processing
(NLP) and semantic search that have included smart options like
autocorrect, assisting the users in finding products they can’t place
and also provide the link between products and similar items for a
wide array.
3. Enhancing Visual Search
Image recognition technology of AI has made it possible to do the
impossible. The visual search technology is still at its nascent stage,
but gradually image-based searches are replacing text-based
search. It has been popularized by the likes of Pinterest and Google
lens technology. The user shopping experience can improve
manifold because it will personalize their shopping experience.
4. Providing Product Recommendations
 The collaborative filtering used by Amazon has come a long way in
enabling product recommendations for the company. Today, most
of the companies are successful because they have provided
personalized products to the customer based on content
recommendation. With the help of AI-based clustering system,
many companies like Amazon, Netflix and Spotify have benefitted
immensely from the deductions and connections done by AI’s data
pairing system.
5. Providing Dynamic Pricing
AI uses dynamic pricing, which is used as a result of the observance
of data based on customer behavior. Al Pakistani Airlines have
switched to dynamic pricing based on demand and season for all its
Planes. Since the implementation, there was a 20 per cent increase
in revenue. Businesses can easily target customers better and offer
them discounts based on their expectations.
6. Predicting Patterns
The practice of extracting data from previous records and
predicting the current pattern is a special skill set of AI. It can be
used in analyzing consumer behavior and helps determine if the
consumer would go for repeat purchase or not. It will be easier for
companies to use the data to plan their future.
7. Consumer Segmentation
AI helps in personalizing offerings for the target audience by sorting
through the acquired data sets and looking for behaviors and
purchasing patterns. The acquired data has to be further
granulated with the help of AI which helps in the personalization of
the consumer product. Dynamic segmentation with the help of AI
allows an organization to analyze behavior based on changing
preferences of consumers.
 8. Sales Forecasting
Economic trends and past data go a long way in forecasting sales
outcome. AI helps forecast the resultant sales and helps businesses
to make informed decisions and also predict long term
performances.
9. Speech Recognition
Speech recognition has become an essential mark on the radar of
marketing. Advances in speech recognition and NLP have led
Google to reach the prestigious 95 per cent threshold limit of
speech recognition accuracy. The searches have become superior,
and so has the consumer experience.
10. Social Media Data
AI can also spot potential business strategy or problems associated
with the product. It helps companies to rethink and represent the
products accordingly to the target audience. AI has dramatically
reshaped marketing intelligentsia and provides businesses with
ideas and data that have improved their profitability and
competitiveness in the market. AI can transform the economy if
used wisely. With requisite skills, planning and experimentation, AI
will surely impact every industry.

Commercial Applications of AI in Business

Organizations Operating in Pakistan

Artificial Intelligence has marked its presence in almost every industry

and walks of life. It has not only been reducing the human interventions
in various operations but also helping humans to do their job better.
Digital Marketing and AI go hand-in-hand. In digital marketing, there is a
massive requirement to process tons of data. Artificial Intelligence helps
digital marketers to process data faster, which allows them to create
digital strategies more efficiently.
Here are some commercial applications of AI in business organizations
operating in Pakistan.

1. Online Advertising
2. Personal User Experience
3. AI Powered ChatBots
4. Predictive Analysis
5. Web Designing
6. Content Generation
7. Content Curation
8. Email Marketing Campaigns
9. Voice Search Optimization
10. AI Based E-Commerce

Examples of Business Organization Using AI

 AQUA AGRO
Water has long been deemed to vanish from the landscape of the
nations that don’t strive to conserve it. In order to retain Pakistan’s
status as agricultural land, the National Incubation Center in
Karachi came up with an advanced AI-based solution, known as
Aqua Agro, to grow more crops without having to waste water and
prioritize conservation of water sources. The system uses IoT
enabled devices to monitor real-time field conditions and regulate
the crop water need on the basis of the analysis of the accumulated
 data. According to The Technology Times, the system has exhibited
an efficiency of saving 50% water as compared to water
consumption in prior farming practices.

 BASEH TECHNOLOGIES
Claiming as the pioneer of innovation in AI in Pakistan, BaseH
Technologies developed the first AI news writer in Pakistan, called
Dante. This modern AI content generator uses the Natural Learning
Processing (NLP) to create seamless content that is
indistinguishable from human writing. The point of creating this AI
writer is to present a breakthrough in the new publishing system
and to generate news content using data metrics from day-to-day
journalism news and reports. Recently, this tech firm received
initial funding of $4 million valuation, which is by far the highest
venture capital any AI startup has fetched in Pakistan. With Dante
becoming smarter with NLP, BaseH is progressing on its way to
becoming a future unicorn in Pakistan.

 TAX DOSTI
Tax Filing in 30 Minutes Using AI. Pakistan – Tax Dosti is a unique
initiative when it comes to using AI tax management. Considered
as an advancement in the taxation and tax consultancy area, it aims
to help the taxpayers file their tax returns using the AI and Machine
Technology integrated into the software. By creating a neat and
transparent system of closing audits and improved taxation, Tax
Dosti is an AI startup of its own kind that is currently helping the
Pakistan Federal Board of Revenue (FBR) become better.
 HAIER INCORPORATIONS
The importance of monitoring how industrial equipment will
perform has compelled other software providers such as Haier to
put their machine learning technology to work in this space. In
March 2016, Haier launched its Mind Sphere open industry cloud
platform in beta. Mind Sphere was designed to provide monitoring
of machine fleets for service needs through machine tool analytics
and drive train analytics. The application can be used by industrial
companies to keep track of machine tools at plants and see
performance stats of their assets. This can help schedule
preventive maintenance and manage how their equipment is used
to improve their operational lifespan.

 Coca Cola
The world’s & Pakistan’s biggest beverage brand, Coca Cola,
accumulates enormous quantities of data through the sale of
billions of drinks on a daily basis. And they put that data to
amazingly good use, to inform a business decision on a strategic
level.
It was back in 2012 when Coca Cola announced the use of AI in their
business. In fact, Coca Cola was one of the first globally-recognized
brands outside of the IT market to speak about AI. Coca Cola is
known to have plowed extensive research and development
resources into artificial intelligence (AI) to ensure it is squeezing
every drop of insight it can from the data it collects.

THE END