Page 390 - Social Media Marketing for Dummies

» Infuse AI: Operationalize it with transparency to be used across the
organization.

AI data can automate decisions, processes, and customer experiences, but if your
data is in bad shape, the new tools and systems you put in place won’t be able to
provide you with the customer insights you need to grow your business.

Deploying AI Tools

As you can see, AI is currently being used in many business and consumer
applications. This also includes machine learning (ML) for such things as getting
Netflix recommendations or asking Siri what the weather is. (See Chapter 19 for
more about personal digital assistants.)

Machine learning refers to a subcategory of AI whereby algorithms are created
that predict behavior without specifically being programmed to do so. It uses pat-
terns and inferences from previously collected data to learn what the right answers
should be.

Your job as a marketer is to use AI tools to learn as much about your customers as
you can, and figure out how to help them get the information they need across the
customer lifecycle.

Gartner recommends that when using AI tools to measure customer experience,
you should aim for “early quick wins,” that you can easily track to determine
whether they’re a success or failure. A quick success helps propel your initiative
forward.

THE ‘DOCTOR’ WILL SEE YOU NOW

AI is bringing significant savings to the health field with less investment. According to a
2018 white paper by Accenture called “Artificial Intelligence: Healthcare’s New Nervous
System,” the health care economy will see an annual savings of $150 billion by 2026.
The top five applications that they predict will provide the most value are robot-assisted
surgery, virtual nursing assistants, administrative workflow assistance, fraud detection,
and dosage error reduction.

374 PART 5 Old Marketing Is New Again with SMM