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The Role of Artificial Intelligence in the Future of Digital Marketing

Among the marketing strategies of the moment, the AI or artificial intelligence, is becoming more and more unavoidable. Lets explore the operation of this tool and its impact on digital marketing.

Artificial Intelligence (AI) is a method whose purpose is to make a machine perform tasks that humans perform using their intelligence.

Artificial intelligence (AI) is also defined by the Larousse as a set of theories and techniques used to create machines capable of simulating human intelligence.

The figures of a survey show the importance of this marketing strategy. Lets take the example of France - 65% of French think that artificial intelligence (AI) is synonymous with modernity. 62% think that it is synonymous with progress and finally, only 29% think that it is synonymous with dehumanization. Similar trends have been observed in the UK about AI.

In addition, many companies opt for artificial intelligence (AI). In order to better take into account customers in their operations, but also to meet the expectations of the latter. (improvement of the after-sales service for example).

Artificial intelligence (AI) is used in many cases:

• First manage chatbots

• Then campaign optimization solutions

• Then recommendation engines produced on e-commerce sites

• By Google's algorithm managing the ranking of sites within the SERPs

• For fraud detection

• But also the moderation of contents

• For image recognition, voice.

• Facilitate display purchases

• Automatically detect anomalies in the domains of web / mobile analytics

• Finally dynamic pricing processes

Artificial intelligence (AI) is called upon when Big data (large amount of customer information) can not be supported by a human or when it is desired to replace a human for reasons of cost or speed of processing (the case of chatbots for example). On the other hand, artificial intelligence (AI) intervenes to analyze this mass of information relating to customers. Hence the implementation of a smart system to achieve better reliability.

In some cases, the use of intelligence can also bring a gain in reliability or quality of treatment with respect to a human.

In conclusion, the deployment of artificial intelligence (AI) in all fields of activity has become a necessity for companies and has seen a spectacular progress in the past quarter century.

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