AI is all about adding intelligence to machines to supplement and streamline the things that humans are trying to accomplish. It allows us to understand and make decisions based on massive amounts of data.

SwissCognitiveIn fact, you’re probably already using AI in ways you’re not even aware of, such as speech recognition when you ask Cortana for the latest news or the chatbot that you interfaced with the other day for technical support. Below I’ve called out some of the key AI terms for marketers, to give you a foundation for finding ways to harness the vast potential of AI.

AI for consumer engagement

AI is great at helping brands to engage directly with consumers at their time of need. Here are a few AI technologies that are helping brands to connect with customers on a deeper level.

Bots: These guys are super helpful for marketers who want to interact with a consumer. Using natural-language processing and machine learning, bots help customers quickly discover answers. Chatbots are great at providing the first round of customer support since they’re available 24×7 and can often find information faster than a human customer service representative.

Digital assistants: Think Cortana, Alexa, and Siri. Similar to bots, digital assistants answer questions and provide information. But because digital assistants use natural language processing, you can use them hands-free. Plus, thanks to machine learning, they learn habits and context and thus are able to provide far more accurate results.

Intelligent agents: An intelligent agent uses sensors plus AI to observe its environment and then act upon the information it receives. An example is a thermostat that responds to voice commands and adjusts the temperature based on changes in the environment, timing, and other factors. Another example might be wearable technology, such as a fitness tracker or watch that transmits data to your smartphone. […]