Blog
April 26, 2019
Exploring the possibilities of AI in communication is rapidly becoming a necessity rather than an option. Nevertheless, many sales, marketing, service, and communications departments remain skeptical about new artificial intelligence technologies. They would be wise to overcome their reservations quickly, as their target audience—whether end consumers or purchasing departments—is also taking advantage of the benefits of artificial intelligence in communication. Anyone who wants to gain a competitive advantage from technological progress must address the possibilities and consequences at an early stage. Companies—including small and medium-sized enterprises—should first overcome their reservations, experiment with AI, and then define boundaries for themselves. In addition, they must also understand and keep an eye on how their target group uses AI.
The possibilities of AI
Artificial intelligence is already changing the way we work in communications: digital, voice-controlled assistants help us access relevant information more quickly, order things, and even edit photos and graphics. There are functions such as speech-to-text, text-to-speech, and even text-to-video. Translations of entire Word or PowerPoint files, conversations, automated image recognition, and automated text creation. Automating recurring processes saves a lot of time and greatly improves throughput and outcomes in communication. Artificial intelligence can not only save time, but also provide completely new insights. By analyzing behavior, e.g., on social media, but also voices and how people speak, evaluating and interpreting facial expressions or body signals such as heart and breathing rates, algorithms can not only find out what a person wants at a given moment—they can also recognize how they feel at that moment or how they tick in general. This knowledge can be used not only to change the specific approach, but also to tailor the specific product portfolio and even the individual price.
Every action is followed by an equal and opposite reaction.
The fact is that target groups – whether end consumers or purchasing departments – can also use AI themselves in communication. In the US, Google Duplex, a digital assistant that calls hairdressers or tradespeople to make appointments or restaurants to reserve tables, is already in use today. End consumers are already using artificial intelligence to communicate. Using technologies such as text mining and smart speakers, Google News offers individually selected news on topics relevant to its target audience. When a target group is spoiled in this way, it does less research itself, and it becomes increasingly difficult for communication to attract attention.
When AIs communicate with AIs
If we look a little further into the future, we see that it is not just the way we work in sales, service, marketing, and communication that will change. Why? Because in the future, artificial intelligences will communicate directly with other artificial intelligences. And AIs don’t need any frills, fancy websites, or psychological effects; they just need data, numbers, and facts. And this data will be available in a depth, breadth, and speed that we as humans can neither understand nor provide so quickly. Systems such as a PIM (product information management system), which make this raw data available quickly and easily, will then come much closer to meeting the information needs of AIs than, for example, a brochure or a website. The prerequisite for smooth communication between artificial intelligences is – even more so than today – the rapid availability of accurate, up-to-date, and relevant data. The basis of AI is therefore always data. If you feed artificial intelligence only with poor data, you can only achieve poor results. True to the motto: garbage in, garbage out. Fortunately, AI also provides support here, helping with the modeling, cleaning, and onboarding of data in PIM or other systems, despite different formats, structures, or terminologies.
Digitalization in communication
Change in corporate communications is omnipresent. Digitalization in communications is here to stay. Medium-sized companies also need to accept this—and actively help shape the change. #onedot #AI #kommunikation #PIM #ecommerce #gabrielehorcher #guestpost