When most digital marketers come across the term “Artificial Intelligence”, what immediately comes to their mind is the “Rank Brain” algorithm.

Google brought out Rank Brain in 2015. Rank Brain is a machine learning system that has the ability to return answers to users. It uses the power of artificial intelligence to recognize and understand questions asked by users and responds to these queries in the same way a human being would.

What exactly is artificial intelligence (AI), machine learning and deep learning?

Artificial Intelligence is an aspect of computer science that is concerned with the making of intelligent machines that are capable of thinking, acting and responding as humans. Alan M. Turing proposed a test in 1950 which later became known as the Turing test. The Turing test was a test which was used to determine the intelligence of computers and was necessarily taken in order to identify whether the computer could perform on a human level in all cognitive tasks that is enough to fool an interrogator. 

Machine Learning is a branch of artificial intelligence that induces machines with the capability to learn and subsequently improve from experience. There are specialized systems that are created for this reason and there is no need for explicit programming to add new definitions to the database. The machines have the ability to learn on their own.

Deep Learning is a branch of machine learning that comprises of extremely large neural networks and a very wide collection of algorithms that has the ability to mimic human intelligence.

Since we now have an idea of these important terms, we can now deduce the principles on which Google’s Rank Brain works. The return of answers by Google is enabled by machine learning and the return of the “people also ask” part of the Google answer screen is enabled by deep learning. Google is always working on ways to learn and mimic human intelligence devoid of the need for humans to supply all the answers into its massive database.

Highlighted below are some tested and proven tips on how to increase your digital marketing efforts by using Artificial Intelligence (AI):

1. Use Propensity Modeling And Predictive Analysis To Predict The Behavior Of Your Customer

Propensity models are statistical scorecards that identify prospective customers who are more likely to respond to an offer. It tries to study the relationship between customer characteristics and their anticipated behavior as well as the correlation between them.

For professionals using AdWords, it is essential to utilize Google’s DoubleClick Bid Manager. Here, you define your target audience and campaign objectives and the tool generates recommendations automatically with which the desired goals could be achieved.

2. Use amp and reduce load time

Google announced AMP webpages in October 2015. This is a lighter version of the conventional webpages and the objective is to immensely improve the performance of the mobile web, for instance, to improve the load time in order to improve the user experience.

3. Use AI-powered chatbots to improve user experience

If you have accessed the websites of many reputable brands, you would notice an always ready chatbots through which you can interact with the brand personnel to gain relevant information. These are mostly done by Chatbots. Most businesses these days use live chatbots or instant messaging-AI systems on their websites. The time has come for you to upgrade from the traditional live chats to AI-enabled chatbots.

4. Scale-up your content marketing with ai-generated content

The natural language generation (NLG) engine, Wordsmith is a platform that allows you to convert your data into the text at any scale and in any format or language. This platform was able to produce 1.5 billion human-sounding articles in 2016. Artificial intelligence does not have the ability to write natural-sounding content for every topic, but it is very useful for some types of content that are data focused like: sports marches, market data, and quarterly earnings report.

Acrolinx is another AI-powered tool which helps you to create great content with the only AI platform for enterprise content creation, creates content for reputable brands such as IBM, Facebook, Nestle, Caterpillar and Microsoft on a regular basis.