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USING ARTIFICIAL INTELLIGENCE IN MARKETING Popova E.A. (Russian Federation) Email: [email protected]
Popova Elizaveta Anatolievna - Вachelor, DEPARTMENT OF MARKETING, PEOPLES' FRIENDSHIP UNIVERSITY OF RUSSIA, MOSCOW
Abstract: this article examines key aspects of artificial intelligence in the context of its state and development at the present time; reveals the historical aspect of implementing artificial intelligence in marketing; describes ways to use artificial intelligence in marketing and the benefits from it on the examples of global business structures and companies; lists the main characteristics of the presence of artificial intelligence in marketing at this stage of its development; on an example of an advertising branch the basic technical innovations in marketing are considered; the prospective future of this sphere is revealed. Keywords: artificial intelligence, marketing, machine learning.
ИСПОЛЬЗОВАНИЕ ИСКУССТВЕННОГО ИНТЕЛЛЕКТА
В МАРКЕТИНГЕ Попова Е.А. (Российская Федерация)
Попова Елизавета Анатольевна - бакалавр, кафедра маркетинга, Российский университет дружбы народов, г. Москва
Аннотация: в статье рассматриваются ключевые аспекты искусственного интеллекта в контексте его состояния и развития в настоящее время; раскрывается исторический аспект внедрения искусственного интеллекта в маркетинг; описываются способы использования искусственного интеллекта в маркетинге и выгоды от него на примерах глобальных бизнес-структур и компаний; перечисляются основные характеристики присутствия искусственного интеллекта в маркетинге на данном этапе его развития; на примере рекламной отрасли рассматриваются основные технические нововведения в маркетинге; раскрывается будущее данной сферы в бизнесе и мире.
Ключевые слова: искусственный интеллект, маркетинг, машинное обучение.
Reading the news, you can see a tendency to invest in companies that create artificial intelligence. This is a general trend, which is aimed at reducing costs in the future. Once upon a time it seemed to us that there was still a lot of time before this and it is possible only
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in the "Brave New World". Now we can only observe the development of this sphere and assess the consequences.
Artificial intelligence is a kind of software that replaces a person who does non-creative activities. It is based on nodal algorithms (information structures), knowledge bases and self-learning, accumulation of experience and knowledge, hierarchy of analysis (like the human brain).
The history of its application in marketing began not long ago - with global corporations changing any stage of the marketing mix. For example, Apple acquired the technology of recognizing human emotions, and Google introduced a smart search in Photos.
There are two approaches to the development of artificial intelligence: Descending -the creation of expert systems that imitate the higher mental processes: thinking, reasoning, emotions, etc. Ascending - the study of neural networks modeling behavior, and the creation of biocomputers.
Of course, we have not yet created such a biocomputer that would combine these two approaches. But there is a test that determines the possibilities of the created artificial thinking (Turing test), which claims that the machine created will become reasonable when it can maintain a written conversation with an ordinary person who can't understand that he is talking with the machine.
The greatest influence artificial intelligence shows in the advertising field: Personalization of the search - for better knowledge of the audience. Starting with the search, ending with the choice of a particular product, through the evaluation of alternatives and other stages of the consumer's choice of a product, one can observe the active implementation of personalized recommendations to a particular consumer. Google and Yandex already work on behavioral factors in search algorithms, on which these search algorithms are based. In the future, it is expected to automatically collect personalized characteristics for query predictions.
A virtual reality. You already can, at home, using virtual reality glasses, stroll through the nearest shopping center and try on your favorite clothes.
Neuromarketing is the recognition of emotions. Automatic adjustment of algorithms for consumers.
Passive User Interface - collection of behavioral data from gadgets and further processing to shorten the purchase path. The technology can be used, for example, in the automatic creation of a playlist based on information about the physical state of the consumer.
Chatbots and e-mail - replacing live managers with machines to communicate with customers around the clock and without delay, automatically collecting personalized data about consumers for the best communication [1].
Marketing of the future is not conceivable without technology. In the future, the share of human participation in this type of activity will be minimized. People will still be required to create branded texts or, in general, to bring creativity into the business. But all reproducible algorithms will be executed by machines.
Список литературы на английском языке /References in English
1. How Artificial Intelligence Will Help Marketers in 2017? [Electronic resource]. URL: http://www.sostav.ru/publication/kak-iskusstvennyj-intellekt-pomozhet-marketologam-v-2017-25124.html/ (date of access: 12.06.2017).
Список литературы /References
1. Как искусственный интеллект поможет маркетологам в 2017? Электронный ресурс: Режим доступа: http://www.sostav.ru/publication/kak-iskusstvennyj-intellekt-pomozhet-marketologam-v-2017-25124.html/ (дата обращения: 12.06.2017).
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