Artificial Intelligence & Marketing

Overview

Jan Kirenz

Basics

Artificial Intelligence

Artificial intelligence is a field of science concerned with building computers and machines that can
reason, learn, and act in such a way that would normally require human intelligence or that involves data whose scale exceeds what humans can analyze.
A machine 🤖
mimics “cognitive functions“
that humans associate with other human minds 🧠
such as “learning” and “problem solving
Source: Russell & Norvig, 2009

AI, ML & Deep Learning

Source: Google

Supervised vs Unsupervised Learning

Source: Google

Supervised Learning

Source: Google

Unsupervised Learning

Source: Google

Supervised vs Unsupervised

Source: Google

Models

Narrow AI

Designed to perform a narrow task (e.g. driving a car or playing chess)

Artificial general intelligence (AGI)

AGI would outperform humans at nearly every cognitive task.

What is intelligence?

Intelligence is not a single dimension

Marketing & AI

Predict future events

Use cases for classification models:

Lead scoring
Offer/contact optimization
Propensity models
Cross-sell/upsell
Engagement analysis
Churn models
Next-best-action models
Loyality models

Clustering

Customer segmentation with cluster analysis

Association analysis

Use cases for association analysis:

Personalization of marketing content
Recommendations (videos, products, …)

Natural Language Processing

Brand monitoring (sentiment analysis)
Voice of the customer analysis (text mining)

Life-cycle and analytics

📚 Required reading: Sridharan & Purcell (2015)

Customer life-cycle management

📚 Required reading: Sridharan & Purcell (2015)

Generative AI

New Marketing Use Cases

Generation of
- Text (e.g. social media content, ads, SEO, …)
- Images (e.g. for ads, social media, …)

Video ad

AI Marketing Tools

ChatGPT

Define a business model
Define target group and create user personas
Ad from product description
Find new product/brand names
Create campaign slogans
Write copy text, blog content, social media content, …
…

Jasper

Jasper: generative AI platform which creates marketing content

Copy AI

https://www.copy.ai/

Aleph Alpha

https://www.aleph-alpha.com/

OpenAI`s DALL·E 2

DALL·E 2 is an AI system that can create realistic images and art from a description in natural language.

Cover creation with DALL·E 2

https://www.cosmopolitan.com/lifestyle/a40314356/dall-e-2-artificial-intelligence-cover/

Midjourney

Midjourney is an independent research lab exploring new mediums of thought and expanding the imaginative powers of the human species.

Craiyon

Craiyon, formerly DALL·E mini, is an AI model that can draw images from any text prompt!

https://www.craiyon.com/

Deep fakes