Artificial intelligence is a buzzword this year – every marketer is discussing it, and it’s found its way into the world of digital asset management. But what is the hype all about? We looked around and found that AI is not something new; it has already been affecting our work lives for a while. Further transformations are on the way and you should expect them soon.
What Is AI?
Since AI is such a buzzword, it’s important to elaborate. Put simply, it’s the science of making machines perform tasks that require human intelligence. This definition really depends on the era you’re defining it. 100 years ago, a simple calculator could suffice but today the AI processes have far more complex intelligent functionality, like image recognition, natural language generation and text analytics. And machine learning – or learning by a computer in a manner which it wasn’t exactly programed – is often a component of contemporary AI systems. With these things in mind, let’s look at some ways AI is already affecting our work lives, the future potential of this technology at work and how the human element is still vital.
1. Hiring Practices Are Changing
Companies don’t have the resources to sift through all potential hires before the department gets them, so they often decide to trust an AI-equipped system. These programs learn hiring behaviors of managers and adjust recruiting accordingly.
The AI hiring system not only goes through candidates but gives the company a wider selection by crawling different hiring sites like LinkedIn and Indeed for profiles that match the company’s past hires.
Arya, an automation recruiting software, promises to “eliminate human bias with an automated unbiased dataset”. The program analyzes resumes, profiles and other biographical information from the web and delivers a full, summarized and holistic profile to the employer. This saves time for companies by finding more suitable candidates.
In the future, AI could also change diversity within companies by enabling them to hire more varied candidates by eliminating prejudices from employers and giving recruiters more diverse choices.
While AI may improve hiring practices, you should never discount the human component. For example, employee retention may also be improved by AI. AI technology could be able to track when a worker is likely to leave a company. It would know at what stage in a career or different factors that lead to an employee leaving and give alerts to managers so they can put some incentives in place for that employee. But the machine can’t see things like an employee who comes into work happy and energized every day or an employee who shows the need for further career development. Finding these takes good old fashioned human observation.
2. Sales Is Being Transformed
AI technology is already changing sales teams around the world. According to Gartner, nearly $2 billion in online sales were performed exclusively through mobile digital assistants in 2016. Many programs pinpoint potential places for improvement in sales by looking through sales data and giving sales directors fast and clear advice for growth across multiple platforms.
But it doesn’t end with data. In the future, sales pitches could also be improved by AI. These presentations can be a tiring endeavor, even for a team. There are many different factors to keep in mind like style, tone, the needs of the customer and changes that inevitably happen during the meeting.
A good salesperson needs to consider how their presentation is being taken by the potential customer. But it’s often difficult to pay attention to reactions, especially during an online pitch. AI technologies could track the non-verbal feedback from the audience by paying attention to voice, tone and facial expressions to give real-time advice to the presenter. That way, they can adjust their presentations accordingly.
AI can compile data on audience reactions and make suggestions on how to adjust the demo. The system can also learn about how the presenter corrects in real-time and make recommendations according to the skills of a salesperson.
The data collected from the pitches can be used by the marketing and product teams. If the marketing team learns that a customer reacts better to one feature over the other, they can use this in promotional materials. When the product team learns that a potential customer is less receptive to one feature, they can change it to make the product more user-friendly.
While sales pitches can be improved by AI, intuitive human understanding is still vital to sales. For instance, if the potential customer complains about a cold before the meeting, a machine might understand the subsequent behaviors as negative while the salesperson would recognize them as a symptom of the cold.
3. AI Is Moving Marcom
Everyone was ‘wowed’ when Google announced the AI chat capabilities at Google I/O in 2016, but companies had already been using similar technology in marketing communications for years. Chat bots enable organizations to have more one-to-one marketing experiences.
Bots give automatic responses to questions by visitors on the site. This gives quick and seemingly individual responses to questions posed. It also allows marketing teams to have more free time to do creative work. But having a human on the other side of the chat can’t be completely replaced.
While some questions are easily identified by an automated chat feature, some are not and require a human response. Machines are quite adept at drawing upon tons of information quickly with lightning-fast calculations but lack the intuition to tackle questions outside of a narrow path.
Google searches illustrate this issue with chat bots. For instance, try googling “how many kilometers are in 45 miles” and you’ll get a quick, accurate answer. Now google “how many kilometers are in a metaphor” and you won’t get an answer at all. Now, a human might not be able to quickly calculate the conversion of 45 miles to kilometers but could readily give you a great answer to the second question – for instance “there isn’t geographical distance in metaphors”. Marcom tech, like chat bots, contain similar intricacies and need humans working along side them.
AI Continues to Shape Our Work Lives
According to Forbes, “investment in AI has accelerated from $282 million in 2011 to $2.4 billion in 2015, a 746% increase in five years.” This will only continue to gain momentum as the benefits of AI are actuated. With the many new AI-enabled programs on the market, many workers are collaborating with AI systems every day. As investment increases, so will workers’ interaction and cooperation with AI.
Our enterprise digital asset management solution, Cumulus, will soon have AI capabilities. This will enable your DAM system to automatically tag photos so that you can relax and focus on other tasks.
Stay tuned for more!