Nowadays, Artificial Intelligence (AI) is presented as a threat to most employees. It is projected that AI systems will make redundant millions of jobs in different sectors, including not only labor-intensive positions but knowledge workers as well. The marketing sector seems to be no exception to this rule. AI tools are expected to increase marketing automation and to obviate the need for human-mediated processes when executing activities like marketing campaigns. However, for the near future, such job losses are not foreseen, as we are still not in the era where the entire marketing process can be automated. On the contrary, modern AI tools should be considered as productivity and convenience vehicles. Thanks to AI marketers are provided with unprecedented opportunities for doing more in less time e.g. generating more leads with less effort and at a lower cost. Therefore, marketing managers have better think about how to best leverage AI capabilities, rather than worrying about losing their jobs.
Cognitive computing is AI’s segment that is best suited for improving sales and marketing operations. Cognitive computing is based on AI and signal processing. It offers a wide range of technology capabilities including machine learning and reasoning, but also a range of perceptive technologies like Natural Language Processing (NLP), Speech Recognition, Visual Scene Analysis, and Dialog generation.
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The use of cognitive computing in marketing operations is grounded in the proliferation of customer data and the availability of high-end computing infrastructures, which are both prerequisites for cognitive computing. Specifically, cognitive computing in marketing is driven by the following factors:
Overall, companies cannot afford to ignore the potential of cognitive computing and AI in marketing. Rather, they must take advantage of cognitive capabilities in order to improve the competitiveness of their marketing departments. Here are some tips in this direction:
By and large, most companies lack the resources and expertise needed to leverage the huge amount of customer data that they collect and generate every day. This is a lost opportunity for the marketing departments of modern enterprises. Cognitive computing and AI tools come to the rescue, helping companies to spot interesting patterns of customer behavior, but also to use such patterns for generating actionable insights. That’s how cognitive computing can make marketeers better. Our tips can be a small boost to start a cognitive computing adventure on the right foot.
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