The concept of Artificial Intelligence has been with us for a long, long time. It’s appeared in ancient myths and spilled into popular culture, from’s killer robots. Over the past decade, artificial intelligence has gone from wouldn’t-it-be-nice marketing fantasy to a full-on customer engagement hype cycle, with companies across a range of industries seeking a way to boost productivity and level up their brand experiences.
When people talk about “artificial intelligence” in a modern context, they’re usually referring to a system that’s been designed to learn from data and use it to carry out a particular task. That task could be anything from filtering email spam to driving a car, but it is always focused and specific. These AI tools are real and powerful at executing the specific use cases they were built for.
From the beginning, make sure you’re collecting customer information and other data in ethical, sustainable ways. New legislation like the EU’s General Data Protection Regulation and the 2018 California Consumer Privacy Act are putting a spotlight on how companies are managing user data, and it’s increasingly likely that brands’ ability to hoover up endlessly huge quantities of data will go away in the coming years.
Another common downfall? Not understanding what’s possible and what isn’t with the AI systems available to your business. Before you start trying to use AI to support your efforts, make sure you’re clear about the capabilities the systems you’re looking at can really bring. Study up on what machine learning is good at doing, what the real applications are—both because there’s a lot of snake oil and because AI is only going to become more important.
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