When you think of terms like “AI” and “machine learning”, do you think of robots and science fiction?
These technologies are being used everywhere and the age of AI is already in full swing.
AI and technology offer a solution to inefficiency. Deloitte has shown that 83 percent of early adopters of AI and cognitive technologies achieved either "moderate" or "significant" benefits.
AI is part of augmented intelligence tools technology, but how is it currently being used in marketing?
What is Augmented Intelligence?
Gartner defines "augmented intelligence" as "a human-centered partnership model of humans and artificial intelligence working together to improve cognitive performance".
That means that augmented intelligence isn't just about creating super intelligent machines. It's about creating technology that can help you and your brain do things better.
Augmented Intelligence is sometimes referred to as Intelligence Automation (IA).
How is Augmented Intelligence different from Artificial Intelligence (AI)?
Artificial intelligence is all about computers making decisions. But augmented intelligence is all about using a computer to help you make better decisions.
Let's examine some specific examples so we can see how this works:
Examples of artificial intelligence
Artificial intelligence works by itself without human help.
This may make you think of autonomous killer robots, but the reality is usually a little less exciting.
Have you ever used a grammar checker tool? Many of them use AI to give you more granular grammar recommendations.
Even Google Docs uses an AI grammar checker. Google's engineers train the model with correct sentences. It can then predict itself whether sentences are right or wrong without having to be programmed with every single grammar rule.
Do you know where else Google is using AI? In its search engine algorithms.
Updates like RankBrain and BERT brought AI into the search engine, and SEOs have had to update their strategies with AI SEO accordingly.
Examples of advanced intelligence
After seeing how AI is used, how is augmented intelligence used? How are its applications different from AI?
Augmented Intelligence is a pretty general term. You can use it to talk about virtually any machine that helps people improve their skills and make better decisions, even about something as simple as a compass or a telescope.
In practice, however, augmented intelligence is typically used to talk about automated systems that require instructions or human input to function. Augmented reality tools like Google Glass are just one example.
Augmented intelligence can be used in various areas. It can assist finance professionals with regulatory decisions or assist healthcare professionals with medical decisions.
The Augmented Intelligence Tool gives recommendations, and then the human makes the last call. Feedback from people helps the tool to learn and grow continuously.
Why should you use augmented intelligence when you could use “real AI”? Thanks to enhanced intelligence, we can do more with the technology currently available without having to wait for AI to advance.
It also adds a human element to the decision-making process that can be helpful for regulatory compliance in some industries. Additionally, with enhanced intelligence, we can leverage new technology while continuing to use human talent.
But the best thing about augmented intelligence? When humans and machines work together, they can achieve better results than one or the other who works alone.
For example, an experiment by a team from a Harvard Medical School hospital at the Camelyon Grand Challenge showed that an algorithm could accurately detect breast cancer 92% of the time, while a human pathologist could accurately detect it 96% of the time. When the pathologist worked with the algorithm, the results were accurate 99% of the time.
Overall, augmented intelligence is just another philosophy with which we can get the most out of AI without really needing sophisticated functions.
How can augmented intelligence help your company?
The truth is, augmented intelligence can do great things for your business.
There are tons of different ways you can use augmented intelligence. There is likely an IA application that can help you tweak and improve every single area of your business.
Here's an example: Augmented Intelligence can help you sell things online.
Think about the last time you thought about buying something online. What were some reasons you may have hesitated before making a purchase?
You may not want to spend your money on certain items before trying them out in person. Furniture, glasses, clothing are examples of products that users want to see what they look like up close before buying.
Enter advanced intelligence. With Augmented Reality (AR) applications, your customers can “try on” things virtually. Even if you prefer to shop from home, you can still get a feel for your goods.
Would you like to know how this works in practice? Check out some companies that use augmented reality to sell furniture (Wayfair), glasses (EyeBuyDirect), and makeup (MAC Cosmetics).
To use the virtual try-on tools, you can upload a photo or open your webcam. The tool shows you what the product looks like in real life.
However, sales isn't the only area where augmented intelligence can help your business.
Do you want to make your product safer? Car companies are already using augmented reality to help drivers recognize roadside hazards rather than looking at their phones.
Would you like to inspire your customers with a cool new feature? Google did this when they introduced AR animals to internet searchers.
You can also improve your customer service with augmented intelligence. Chatbots can help you answer simpler customer questions and give your reps more time. IA can also help assist your customer service reps if they need more information to help customers.
Just like with sales, product, and customer service, augmented intelligence tools can take your marketing efforts to the next level.
Here are three top reasons you should use augmented intelligence tools to optimize your marketing.
Augmented Intelligence creates positive customer experiences
If you're using augmented intelligence to create a particularly cool or innovative product, then basically half of your marketing is done for you. A great customer experience pretty much markets itself. Just check out all of the videos people have made about Google's AR animals:
Check out all of these articles written about Wayfair's augmented reality feature for furniture:
If you do something interesting enough, you might get lots of new backlinks and traffic without even trying.
In addition to creating new product features, there are other ways you can use augmented intelligence to improve your customer experience.
For example, customers are more likely to be satisfied when they can answer their questions more quickly using technologies such as automated chatbots, as mentioned above.
You can also use augmented intelligence to personalize the customer experience. An example of this would be user recommendations. You have probably seen these on YouTube on the right:
And on Amazon as recommended product examples:
These websites use algorithms to make recommendations based on the videos you've watched or products that you've already shown interest in. When you click on a recommendation, you send a signal to the algorithm that the recommendation was relevant.
Referrals help you provide a better experience by helping your customers find things they might be interested in. They're also a way to convince customers to stay on your website longer.
Augmented intelligence can reduce busy work
Another big reason companies are interested in automation is because it saves time. According to the WorkMarkets 2020 In (Sight) Report, more than half of employees believe automation can save 240 hours a year.
IA can help your marketing department save time in a number of ways. If you are currently using data for strategic planning, advanced intelligence tools can be helpful.
You can use these tools to clean up data sets, predict future trends with predictive models, or even keep an eye on competitors, social trends, and customer feedback. That way, you can create more effective marketing plans faster.
If you choose augmented intelligence in your marketing, you are not alone. According to a Forrester report, 46% of respondents say marketing and sales teams are leading the AI adoption.
No wonder marketers are keen to use this technology. Hubspot found that using AI software cut the time an agency spent reporting by 97 percent.
Augmented intelligence can help with content writing
Augmented Intelligence can help your marketing in the following ways: It can help you write better content, faster.
If you're a marketer, you know that writing quality content takes a lot of time and effort.
A survey by Orbit Media Studios found that it takes almost four hours to write an average blog post. This is a 63% increase over 2014, when the average blog post was just under 2.5 hours.
If you're wondering why write time has gone up so much, it's because Google's algorithm updates have started giving preference to long-form content.
Aside from actually writing, researching, adding photos, and posting also takes a lot of your time, not to mention content planning and SEO.
Augmented intelligence can be helpful in writing text, but doesn't add a lot of research, facts, or emotion.
AI's writing style can be a little different from what we're used to, so it needs to be polished.
This is an excerpt from an article by an AI published in The Guardian.
As you can see, AI can write sentences, but you may need to edit or customize them to suit your content needs.
Even if you don't want a robot to write your articles, you can use augmented intelligence tools to help with the writing. Spelling and grammar checks like grammar are a good example of this.
Augmented intelligence can also help you create better content by creating more relevant topics for your audience.
When you use augmented intelligence for data collection and analysis, you can leverage the knowledge gained to write more data-driven, personalized content.
If you want to do a content review to check the content that is already on your website, Augmented Intelligence can help with that too.
Augmented intelligence is becoming the norm
It looks like AI and automation in general will stay here. McKinsey predicts that "half of today's work activities could be automated by 2055".
As the adoption of AI increases year on year, the marketing departments are leading the way.
Augmented Intelligence offers the perfect approach to AI as it is all about combining the strengths of AI with human strengths.
As a marketer, your goal is to stay one step ahead of the competition.
To do this, you need the best tools, including artificial intelligence.
However, many people are skeptical about AI. Research from PwC shows that 67% of CEOs believe that AI and automation will negatively impact trust in their industry over the next five years.
With augmented intelligence tools, you don't just have to rely on AI. Instead, you can use the strengths of AI and human strengths together for better results.
If you've already started using augmented intelligence in your marketing, or if you're thinking of using it soon, share your experience with us in the comments.