The A, B, Cs of Artificial Intelligence for Marketers

[fa icon="calendar"] Nov 2, 2016 8:30:00 AM / by Katrice Svanda

Katrice Svanda

The A, B, Cs of Artificial Intelligence for Marketers.jpg

The term artificial intelligence may invoke images of personal robots working as maids or self-driving cars (which is somewhat true), but you may not realize that it is not only already part of our daily lives, but has been studied and developed for years. In fact, the term was coined back in 1956 when Dartmouth professor John McCarthy first pondered whether or not a computer could learn like a human child. Today’s artificial intelligence is better than ever because over 90% of the world’s data has been generated in the past two years!

Artificial intelligence can be hard to recognize fully, but that is, at least in part, by intention. It is designed to work seamlessly with your established processes, and so you do not realize that a computer may be “calling the shots.” To get a handle on this concept, just like when learning to read in school, one must start with the building blocks; the A-B-Cs.

Artificial Intelligence Terminology

Here is a collection of terms you must know to start putting together the language which can change your marketing style for the better:


An algorithm is a formula that represents the relationship between variables; these are what programs use to make predictions from groups of data. Facebook and Twitter use these; consider the news and products which appear on your feed based on visitors’ habits.

BOTS (AKA Chatbots/Chatterbots)

Humans communicate with bots, text-based programs, to automate actions. They are trained to specific information (i.e. weather bots to predict temps and chance of precipitation) but have limited actions. Some experts do not consider them artificial intelligence because they have pre-ordered responses, but due to their ability to provide answers based on several variables, they can be thought of as a basic form of artificial intelligence.

Cognitive Science

Cognitive science is the study of the human brain and its processes. Artificial intelligence is just one application looking at how the human mind’s systems can be simulated in a machine.

Data Mining

Data mining is the process of computers “discovering” patterns in large sets of data. Used often by online retailers as buying suggestions, based on customer purchasing history.

Deep Learning

Deep learning is a highly advanced type of machine learning (see below) theorizing that by using several layers of association, very complex patterns can be found.

Machine Learning

Machine learning is the ability for a program to absorb massive amounts of data and create predictive algorithms. The more data the program analyzes, the more it “learns” to discover patterns. Unlike bots which are pre-programmed with specific responses, the program gets “smarter” with experience, without being susceptible to distractions, information overload, or individual memory issues like humans.

Natural Language Processing (NLS)

SIRI is a great example of the natural language processing theory; by translating human voice into text, obtaining the answer to a query, then transferring the data back to text. This enables bots to understand written or voice commands.

Semantic Analysis

Like learning a culture’s language, semantic analysis term deals with the process of combining sentences, phrases, and paragraphs into natural writing. By allowing machines to understand language in natural context, this could lead to blogging and eBook writing without human composition. 

Supervised and Unsupervised Learning

Terms which distinguish between learning where humans input data sets and oversee the process and that in which the machine is left alone to determine patterns without human supervision.

There are many other terms surrounding artificial intelligence, but this group is a great start. Although artificial intelligence can seem daunting, one must consider the benefits to this concept. Artificial intelligence will help you achieve more by working together with your machine to overcome a problem. From allowing you to tackle a to-do list which is automatically prioritized, to developing personalized content based on your buyer persona’s social media posts, marketing needs will transform in the near future. By taking out repetitive tasks which require a substantial amount of manpower investment, humans can become more efficient and focus on relationships, which is what they do best. Welcome artificial intelligence to your marketing team with open arms!


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About Digital Impact Agency

Digital Impact Agency is a creative firm specializing in interactive media and inbound marketing strategies for manufacturing and technology companies, professional service firms (architectural, engineering, construction, legal and consulting), nonprofits and enterprise companies. We are a team of innovative entrepreneurs focused on creating the most strategic and effective communication channels for our clients.

Topics: technology marketing, inbound marketing, marketing strategy, Artificial Intelligence

Katrice Svanda

Written by Katrice Svanda

Katrice Svanda is a Founder and CEO for Digital Impact Agency, a Houston-based digital media and inbound marketing agency. Her background includes over 15 years of experience in the technology industry from marketing emerging technologies to participating in several technology spin-offs. Katrice has created successful marketing campaigns for business-to-business, business-to-consumer, and business-to-government.