marketingtechoutlook

Artificial Intelligence vs. Machine Learning

By Amy Romero, CMO, CreativeDrive

Amy Romero, CMO, CreativeDrive

The transformation of today’s media landscape moves at lightning speed, and the clamor for content has no end in sight. Each of these marketing strategies issue operational, logistic, and creative challenges on their own, but coupled together with the crunch of marketing budgets and one conclusion is absolute: brands need a leg-up churning out more consistent and more informed content.

Enter machine learning and artificial intelligence.

These two technological revolutions have created watershed moments in the current marketing culture, and their use and power are forecasted to rain down value on brands and consumers alike for quite some time. They are how we do business and how we manage our homes. They advance our industries and boost the personalized experience we provide our consumers. They are how we can move at speed and scale and they allow us multiple opportunities to build connections with our target demographics. But brands often leap to seize these tools without first strategizing how to most effectively put their power to use. Let’s explore these elements of the marketing revolution so your brand can prepare to make an informed leap.

What is machine learning?

Machine learning is the “driving force” behind artificial intelligence. It prompts your technology to learn - or to progressively improve performance on a specific task. It examines and analyzes big data to make predictions and then assess those predictions, hone in on any possible errors, and learn to make more accurate and appropriate predictions going forward.

Think of Netflix and its personalized recommendation algorithms - including for different viewers in the same home.

Think of Instagram and its search options. With each person or hashtag or place you search, Instagram discovers more about your interests, the types of content you want to see, and the types of advertisers you are likely to patronize. The more you search and click and like and comment, the more Instagram knows what to put in front of you.

No matter the size or scope or nature of your brand, it can absolutely put machine learning to work to keenly carve out your niche in the marketplace and to extract the data you need to reach consumers on a personal level.

What is artificial learning?

Artificial learning is the umbrella under which machine learning lives. It is the collection of actions demonstrated by machines that try to predict and to mimic natural intelligence (aka human/animal intelligence). It is the machine that uses data to perceive its surroundings, to form plans, and to make decisions to reach those goals. The term “artificial intelligence" is often applied when a machine mimics cognitive functions that humans associate with other human minds, such as learning and problem solving. Machine learning is the concept, but artificial intelligence is the science and the bridge that brings data and delivery together for more cognitive applications.

Think of Siri. Apple’s digital assistant helps us identify where we want to go and how we want to get there. She recognizes our voices and sends messages for us. She searches the web for us and identifies songs for us. She adds events to our calendars and sets reminders for us. Her use of machine learning helps her to get smarter and more helpful with every prediction she makes, but it is the umbrella of artificial intelligence that allows her work to our behalf.

Think of vehicle recognition identification. Traffic cameras can use artificial intelligence to read your license plate and then pass that data on to authorities. That means those tiny cameras on top of light poles in metro intersections, on tollways, and on highways nationwide have the power to “see and understand images” and even provide police officers with searchable surveillance videos.

So what’s the difference?

The short and sweet answer to that is artificial intelligence is “the ability to learn without being explicitly programmed” while machine learning is one way in which artificial intelligence can be generated. It’s quite possible to put artificial intelligence to work “without using machine learning, but this would require building millions of lines of codes with complex rules and decision-trees.”

How can CreativeDrive leverage new technologies?

We know that brands we work with want to optimize content right away. We also understand that not every brand is ready to jump on the artificial intelligence bandwagon, but machine learning is a significant first step – especially if your trying to create a personalized experience for your customers – resulting . Let’s take a look at the tools and technologies we have at our fingertips to do just that.

Our Optimization team provides solutions at every step of the customer journey. While SEO and retailer optimization are core pieces of the offering, the team has deeper capabilities and expertise in a wide range of disciplines, including retailer SEO strategy, content audits, site SEO strategy, user experience, and engagement strategies.

CORA, our in-house proprietary insight-driven CGI solution, can customize machine learning solutions based on your brand’s technology and needs in a variety of ways. It can combine machine learning with retailer and site data to deliver an optimized product and customer experience by analyzing CGI performance, content gaps, and trend responsiveness.

Our Optimization team and CORA are set up to complement each other and ensure ongoing optimization. Together the two provide end-to-end total solutions for optimization with speed and agility that helps elevate your brand.

Ever organization and brand is different, and will use technology, bots, machine learning or artificial intelligence in unique ways. The commonality is we all want to connect with our consumers and prospects on a personal level. And my advice… never forget the human touch. No matter how much technology advances we will still need a human at the helm to make the informed decisions the date and consumers provide.

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