Tuesday 23 January 2018

For the first East Midlands PM Forum of the year, which was hosted by Potter Clarkson in Nottingham, David Gilroy from Conscious Solutions lead an informative session artificial intelligence (AI), focusing on the hot topics of the moment along with a useful insight into the future of AI.

David kicked off the session by focusing on the multi-generational workforce that we operate in and how communication preferences can vastly differ between generations. He discussed how AI is often used to facilitate internal communication e.g. instant messaging.

David shared some statistics on AI to help set the scene, which included: 

  • 63% already use AI tools without realising it
  • 47% would buy items from a chat bot
  • 48% would prefer to deal with a customer service team by live chat 

The benefits of AI were discussed and David shared some research that suggests that those firms who have a clear AI lead have an increase in inbound leads, reduced operational costs, increase in sales and increased operational efficiency.

David then focused on chat bots and provided the group with some useful tips, including: 

  • Don’t pretend to be human – the user will probably guess and feel duped
  • Ensure they are used in the correct way

One example that was discussed was that of law firm Chattertons, who feature a chat bot on their website. The chat bot allows users to search the website, leave a message or speak with a member of their team. 

The group then discussed some examples of AI in marketing, which included: 

  • Recommendations/content curation
  • Search engines
  • Preventing fraud and data breaches
  • Social semantics
  • Website design
  • Product pricing
  • Predictive customer service
  • Ad targeting
  • Speech recognition
  • Language recognition
  • Customer segmentation
  • Sales forecasting
  • Image recognition
  • Content generation
  • Bots, PAs and messengers

David also shared some specific AI tools to help improving writing. These were:

  • Phrasee
  • Grammarly
  • Wordsmith

David concluded the session by reassuring the audience that marketers are unlikely to lose their jobs to AI. Those roles that are likely to be replaced by AI are those which focus on targets and tick boxes and can potentially become algorithms.   

Written by Jemma Taylor-Smith
Marketing Consultant, V Formation