Performance
Artificial intelligence – it’s a topic on everyone’s lips at the moment. It’s also a subject that causes as much anxiety as it does excitement, but the truth is that it’s not going anywhere and is technology and innovation that will only move from strength to strength. The real question is how to best use AI to add value to your business?
From speeding up processes and content creation to removing human error and mining deep insights, AI is able to help any marketing and communications business in a variety of ways that will grow the bottom line and also provide an edge when it comes to differentiating from the the competition.
Finding new audiences:
Traditional ways of identifying audiences are often limited because they often rely on human decisions to put together panels or focus groups. This can result in biased and narrow samples – and work that is constrained by the audience a business manages to recruit.
Using methods like interest-based clustering, AI can help uncover hidden audiences that human teams wouldn’t consider or be able to process (given that they are often hidden in “big data”). A specific methodology here is unsupervised learning, which enables AI to group people based on shared attributes or behaviours without needing predefined labels. It means the ability to find new, unexplored market segments and allows agencies the opportunity to identify high-value targets that competitors might miss.
Identifying insights:
Long thought to be an area of truly human expertise, finding resonant and actionable insights is increasingly a space where AI is able to help.
AI can analyse social media conversations, track online reviews and otherfree-form content to better understand sentiment and behaviour. While toolslike ChatGPT may still struggle when it comes to providing deep, non-obviousinsights, by combining Applied AI, NLP andanalytics businesses can fully unlock the potential of AI in this area.
In addition, predictive analytics uses historical data and deep-learning modelsto forecast trends and behaviours. This can help brands anticipate changingconsumer preferences and market dynamics. It does mean needing to integrate real-timedata to ensure accuracy, but this is something that AI is able to do at speedand with unerring attention to detail. It’s an approach which can trulydifferentiate and guide marketing strategies and root any project in truly relevantinsight.
Faster, better, cheaper:
With the proliferation of social and digital media and increasing consumer demand for regular, high-quality content, AI can significantly accelerate creation, improve efficiency and reduce costs without sacrificing quality. That said, it’s currently most useful in early-stage creative processes to build internal consensus from teams by giving a tangible, visual shared creative idea for teams to look at and try to gather agreement around.
Getting from 0 – 20% completion can be reached much faster by automating repetitive tasks like creating first drafts or mood boards. This will allow human teams the chance to focus on more creative and complex aspects of the work.
By using AI for initial content generation and generating top line ideas quickly, agencies can also test work sooner with clients to build initial consensus – this minimises guess work and also allows more time for crafting and ensuring that campaigns appeal to their targets –creating as much awareness and engagement as possible.But, while AI can help speed things up and remove menial slog work, it still has current limitations when it comes to delivering breakthrough creativity and innovative concepts. Human editors need to stay involved to ensure that brand tone is kept intact and that content doesn’t become inappropriate or insensitive given current events which might not be considered by AI that relies on historic images or data.
The perfect tool to make your business more attractive:
Far from something that needs to be considered a threat to traditional marketing and communication agencies, AI is a valuable tool when it comes to new ways of approaching old systems and processes and also the perfect way to speed up menial tasks and fast track projects.For any owner looking to sell their business, AI presents a unique opportunity to differentiate from the competition and to also reduce costs and increase efficiency. If you’d like to know more about how AI can give you an advantage when it comes to optimising the work you do and making your business stand out from the rest, give the Milestone team a shout. We’d love to chat about your individual needs and opportunities.
