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AI: What is it, and how will it affect digital strategy?

BY LAUREN LABUNSKY

Artificial Intelligence (AI) has been a hot topic lately in the digital world, and for good reason. While in theory it may seem complex or even a little creepy, it is a good thing for digital strategy. As a basic dictionary-style definition, AI encompasses the ability of a computer system to perform tasks that would normally require human intelligence. This could include skills like visual perception, speech recognition, decision-making, and more. One example of AI would be the software behind Apple’s Siri on iPhones.

It’s tough to bring up the topic of AI without discussing the rise of automated technologies. We live in a digital world where many tasks can be easily automated. When a software or computer program can take over the busywork of a predictable, repeatable task, that saves time in our day to focus on things that truly require our attention. It also ensures that these tasks are done correctly – the robotic precision of a computer is much more reliable compared to the ever-present risk of human error.

AI and automation are posed to take a lot of work off our plates, and especially so when the two work in conjunction. These tools can apply to digital strategies like email marketing, SEO, pay-per-click advertising, and more. For example, email marketing automation allows businesses to manage more contacts and send out greater volumes of emails than an individual would be able to do manually. Customized messaging through automation helps to deliver the right information to the right customers based on collected data and user activity. AI could step up this process even more by generating subject lines, calls-to-action, and other elements using stored history and data. This is just one way that AI can help to improve digital strategy, and with automation also in the mix it’s a smart move.

An important thing to remember is that AI doesn’t eliminate the need for human involvement in digital strategy. While AI can help humans work in the most efficient and knowledge-based way to drive the best results, people are still needed to deliver a custom experience that factors in the emotional wants and needs of others. While AI can help us make the best moves in digital strategy, it’s still people who need to be behind the marketing efforts to begin with. Another limitation of AI technology is the fact that a machine cannot get to know a customer on a truly personal level. While it may be able to collect and store a lot of data about digital preferences, behaviors, and actions, it can’t have a human conversation.

As much as AI proves to be a good thing for the digital future, it doesn’t have all the answers. However, the precision and data-backed knowledge it provides is incredibly valuable. Artificial Intelligence supports human efforts in creating a digital marketing plan that is likely to yield the best results.

Lauren Labunsky is the public relations manager at Dealer Spike, a leading web services provider for powersports dealerships. The award-winning digital advertising company is focused on helping dealers increase sales through powerful, distinctive website design and a full suite of online marketing tools to drive results. Dealer Spike’s expertise comes from real-world dealership experience and a team of professionals who also ride. When you work with Dealer Spike, you’re working with digital marketing experts who have a passion for your industry.

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