How to Use Artificial Intelligence to Grow Your Business

How to Use Artiﬁcial Intelligence to
Grow Your Business
Jamie Turner
Author | Speaker | CEO

Agenda
• Introduction to AI
• Key Deﬁnitions
• Case Studies
• Tools
• Action Steps

Please Ask
Questions
During the
Presentation

Let’s Get to Know One Another

And I speak at events
around the globe.

But the thing I love to do most is to help people like you
SELL MORE STUFF

“I don’t want to really scare you,
but it was alarming how many
people I talked to who are highly
placed people in AI who have
retreats that are sort of 'bug out'
houses, to which they could ﬂee if
it all hits the fan.”
—James Barrat

“I’m increasingly inclined to think
that there should be some
regulatory oversight, maybe at the
national and international level,
just to make sure that we don’t do
something very foolish. I mean
with artiﬁcial intelligence we’re
summoning the demon.”
—Elon Musk

Here’s a quote from InspiroBot, an
AI platform that generates
inspirational quotes for humans.
“Keep panicking.”

The truth is we don’t need to panic, in
part because people like Elon Musk
and James Barrat have made us
aware of what to keep an eye out for.

Let’s start at the beginning.

Let’s Start with a Deﬁnition:
Artiﬁcial Intelligence is the ability for a computer
or computer-controlled robot to perform tasks
commonly associated with intelligent beings.

AI can include
speech recognition,
image recognition,
organic search,
robots, and many
things where a
computer learns and
improves over time.

Robots are fun, and will be in malls,
ofﬁces, and homes in a few years.
But let’s drill down to gain a more
nuanced understanding of AI.

For starters, just because a
toaster “knows” how to toast,
doesn’t mean it has Artiﬁcial
Intelligence.

Instead, Artiﬁcial Intelligence is conﬁned
to computers or robots that perform
tasks and learn to improve their results
over time.
AI learns by using something call
Machine Learning.

Machine Learning is a sub-category of
AI that gives computers the ability to
automatically learn and improve by
using algorithms.

An algorithm is a step-by-step procedure for
solving a problem or reaching a goal. It’s sort of
like a recipe that improves every time you use it.
An algorithm is different from a formula because
a formula is a speciﬁc expression of information
(e.g., a = b + c).
(If you’re confused, don’t worry. That’s as
complex as it gets.)

START
Gather
Customer
Data
Campaign Success?
Rethink
Strategy
Opportunity
for Sale
Buy? SALE
Unsuccessful
Sale
NoNo
Algorithm for a marketing campaign

What’s an example of AI that you
use all the time?

Google Images uses AI for image recognition

How does Google do this? They use
something called Deep Learning, which
is like Machine Learning on steroids.

We’re not going to get into Deep
Learning right now. Instead, let’s take a
look at some other uses of AI that are
already being used today.

Artiﬁcial
Intelligence can be
used to process
thousands of
MRIs a day. (A
trained doctor can
only process 25.)

AI is being used
by Netﬂix to
suggest movies
you might like
based on your
previous
reactions and
choices.

And Google’s
AdWords uses
Machine
Learning to
analyze billions of
consumer data
points each day.

Let’s take a look at a framework for how
AI can be used in marketing developed
by Dr. Dave Chaffey at Smart Insights,
and Robert Allen at CITU.

Mapping the Most Effective AI Technologies for Marketers
Source: Dr. Dave Chaffey at Smart Insights and Robert Allen at CITU
REACH ACT CONVERT ENGAGE
Machine Learning
Propensity Model
AI Application
TIME
CUSTOMERINTERACTIONSANDVALUE

Machine Learning
Propensity Model
AI Application
TIME
Reach involves
using content
marketing, SEO and
other earned media
to bring people to
your website.

Machine Learning
Propensity Model
AI Application
TIME
Act involves drawing
visitors in and
making them aware
of your product or
service.

Machine Learning
Propensity Model
AI Application
TIME
Convert involves
nudging interested
consumers into
becoming
customers.

Machine Learning
Propensity Model
AI Application
TIME
Engage involves
keeping your
customers and
getting them to
come back for more.

Now that we understand the framework,
let’s take a look at some of the tools.

We’ve covered a lot of ground, so let’s
do a quick re-cap of the key things we
learned today.

First, we learned what AI is:
Artiﬁcial Intelligence is the ability for a computer
or computer-controlled robot to perform tasks
commonly associated with intelligent beings.

Then we learned what Machine Learning is:
Machine Learning is an sub-category of AI
that gives computers the ability to
automatically learn and improve by using
algorithms.

We also learned some common applications of AI.

And we learned about the RACE framework.
Machine Learning
Propensity Model
AI Application
TIME

Now, let’s talk about action steps for you.

Action Steps for You
• Visit 60SecondMarketer.com and download these slides by doing a search
for “How to Use Artiﬁcial Intelligence to Grow Your Business.”

• Set up your Google Alerts so that you get articles about AI dropped into your
in box every day.

• Put these tools and technologies into action for your business. Don’t just sit
on the sidelines. Instead, start using some of the tools outlined here.

• Finally, reach out to me if you have more questions or would like me to speak
at your event about Artiﬁcial Intelligence, digital marketing, or business
leadership.
Jamie@JamieTurner.Live

Questions?
Jamie@JamieTurner.Live
60SecondMarketer.com
JamieTurner.Live

How to Use Artificial Intelligence to Grow Your Business

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