It was a long time ago that Alan Turing questioned the intelligence of machines in the 1950s. We’ve come a long way since then with the IBM supercomputer Deep Blue winning against reigning world champion Garry Kasparov in 1996

1. Data Science
Session 1
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How Artificial intelligence is changing content
Marketing?
It was a long time ago that Alan Turing questioned the intelligence of machines in
the 1950s. We’ve come a long way since then with the IBM supercomputer Deep
Blue winning against reigning world champion Garry Kasparov in 1996.Artificial
Intelligence growth has taken the world by storm since then, and its impact is
slowly visible on businesses, societies and individuals alike.
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Similarly, even content marketing has been affected by AI. It is helping the
marketers to understand the dynamic strategies surrounding content marketing by
analyzing user data and giving more weightage to user intent. AI includes a lot of
technologies like machine learning, deep learning, neural networks, natural
language processing (NLP), and natural language generation (NLG) which
together provide solutions for large amounts of unstructured data.
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They also offer recommendations based on previously established criteria. It helps
content marketers to discover keywords, plan their blog posts, personalize their
content, automation, review analytics, etc. It has become an advantageous tool,
especially for data-driven marketers.There are multiple ways in which AI has
changed content marketing.
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Automated content Generation
With the help of AI, content marketers can generate simple content such as
reports and elementary articles and updates. These are produced by algorithms
which have analyzed multiple human-authored articles.
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Interactive Chatbots Experience
Chatbots have revolutionized content marketing. They are basically computer
programs which use AI to impersonate human conversations with users. An
excellent example is Facebook Messenger, which uses chatbots to have
conversations with users while answering their queries or any other help-related
topics.
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Customized News Feed
AI has enabled social networks such as Facebook, Twitter, YouTube, and
Instagram to customize the news feed of users. This function allows users only to
see posts which are of interest to them.This feature of customization is only
possible because each social network analyses hordes of data to understand user
preferences. This way they can predict which posts a user will like, dislike,
comment on, hide or mark as spam. These variables are made relevant by
running multiple algorithms to understand them. The same mechanism is used
while displaying ads to users depending on their interest.
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Predictive Intelligence
Predictive Intelligence is basically a method of ensuring that unique experiences
are delivered to every individual. Thus content marketers can observe customer
behavior and according to the data collected build a profile of preferences for each
customer. It makes businesses more efficient and even more personalized for
users. Reports suggest that predictive intelligence has improved the ROI (Return
on Investment) scores.
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Content creation and Curation
AI aids in content curation with algorithms which collect data about a particular
target audience. For example, the data could include what a user likes to read or if
they want any specific concerns related to the business addressed. AI gives more
purpose to content curation because it helps marketers to create relevant content
for every stage of the marketing funnel. This increases the likelihood of them
buying a particular product or service.
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Improved customer Experience
Intelligent computers, bots, algorithms are all helping to give customers a better
experience while shopping or consuming a particular service. From Siri to
Cortana, they make curated suggestions based on the questions and requests
made. They almost respond in a human-like manner, whether it’s verbally or via
text.Thus, Artificial Intelligence lets content marketers focus more on the customer
and ensure that their needs are completed in real time.
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The data which is collected makes the process easier to understand what type of
content should be targeted at which customers as well as keeping in mind the
medium which is being used. However, a proper marketing strategy is utmost
important even while using AI.
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