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The Future Series: Artificial Intelligence from branding to boardroom and beyond

Posted on 2/08/2018 by SuperUser Account in whatsnew whatsnews customer AI Artificial Intelligence
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In part two of our ‘The Future Series’ we’re keen to get to the heavy stuff already and contemplate what Artificial Intelligence (AI) will mean for your business. So, without further ado, let’s hop and skip down the Nano-chipped road to the future, and welcome AI as your new business branding buddy...



In part two of our ‘The Future Series’ we’re keen to get to the heavy stuff already and contemplate what Artificial Intelligence (AI) will mean for your business. So, without further ado, let’s hop and skip down the Nano-chipped road to the future, and welcome AI as your new business branding buddy.


With Artificial Intelligence tipped to become the next big thing, there is much speculation as to what exactly the future will look like with our new neural-processor pals. Much of these microchipped-musings tend to be negative, with doomsday-ists predicting world domination. However, the world’s first robot citizen, Sophia, is adamant that she is just here to help humans, not destroy them. So, taking a chip from her Perspex brain, let’s look at the positives AI can bring to your business and branding.

Tomorrow-ish:

Many of us associate AI with creepy robot mannequins that threaten our existence with their laser beam eyes and rocket launcher hands. Business AI however, is likely to show no resemblance to robots and instead will be software or hardware included with your computer. In much the same way that we can currently request Siri to complete various tasks like ‘sing me a song’ or ‘read me a poem’ (try it, you’ll thank me), business AI will be equipped to do simple tasks for you. From customer analytics and financial forecasting, to graphic design and answering your emails, AI is sure to make your life easier around the office.

Your branding will also benefit from these changes. Marketing AI such as Persado One already exists and can generate “language that resonates the most with any audience, segment or individual”. This software not only uncovers trends in what language your specific audience responds to best, but then generates content based on that. The possibilities with this are endless! It may mean that your public relations representative becomes more metal than mortal through the automation of everything from social media content to press releases.

Not-so-distant future:

The days of commissioning graphic designers to design and edit website content may be coming to a close with digital design AI like Molly able to redesign your website with ease. This opens the door for future websites to no longer be static platforms that we update every few years, but rather platforms that constantly evolve with new trends to keep your business relevant.

What about AI and your customers? Salesforce Einstein is one of many sales and marketing gurus that can predict and analyse customer engagement, ensuring you produce campaigns that are specifically tuned to your business needs. In combination with advancements in AI speech mimicking technology such as Google Assistant, which can call and book appointments for you and sounds, um, very human, the future may hold a super intelligent being that runs campaigns from start to finish.

Maybe one day:

So, what does the far future hold for the business and AI relationship? Author of The Singularity Is Near: When Humans Transcend Biology, Ray Kurzweil, has suggested that eventually technology will become so advanced that AI bots will simply become part of our brains. Nanite technology will increase not only our processing abilities and memory banks, but we’ll also be able to download any knowledge we need for any given task.

When it comes to the future of your marketing strategy, it will be more of the same – you need to offer a relevant, useful and helpful experience. Consumers already expect you to tailor your marketing message to their individual needs, and AI that caters to extreme personalisation will help fulfil your customers’ expectations.

There is an argument that the singularity is near for many things, including marketing and advertising – maybe even PR. Once we become super intelligent, will we become too smart for marketing tricks? One could predict that the future will hold less marketing and advertising deceit, and instead become an honest attempt to help other humans acquire what they need in business or life. The key part of this debate is that while a computer may be able to calculate the best way to access your audience, it is unlikely to ever have an original thought. And thus, the jobs of marketers, advertisers and public relations officers everywhere will be save by one thing – creative ideas.

Speaking of the future of creatives, be sure to keep an eye out for part three of our ‘The Future Series’, where we’ll look at what is going to happen to content creation and the written word, and how this will affect the way you market your brand.

As always, we’d love to hear your thoughts or comments, or what you think the future will hold for your business, so please feel free to drop us a line!