Artificial Intelligence Capabilities

Artificial Intelligence marketing is not science fiction (any longer). Today AI technologies – such as deep learning, language processing, causal reasoning, machine learning, robotics, etc. – are used almost everywhere.

Artificial Intelligence Marketing

AI creates insights from data and then acts automatically on them. In consequence, every marketer should have at least a basic understanding of the leading AI technologies and how they can help her to make the company´s products and services better; based on an in-depth knowledge of consumer and behavioral data resulting in a far more granular personalization of the customer experience.


Are you talking to a human or a bot to inquire about the status of the bottles of wine you ordered, to get latest sports news updates, to get your hotel reservation confirmed, etc.? If you can’t tell, then the bot is working as planned. Although still early days, chatbot technology has become much more sophisticated in the past 12 months. A pretty good example is Facebook which in early July 2016 announced that there were 11,000 bots on Messenger and over 23,000 developers, already two months after having opened the platform.

To get more tips, case studies and an exclusive Q&A series with some of the businesses and brands who have already built bots for Facebook Messenger click here on or have a look at a short clip featuring Facebook´s CEO Mark Zuckerberg who explains how people can now order flowers from 1-800-Flowers “without having to call 1-800-Flowers” during the company’s F8 conference in San Francisco on April 12, 2016.

AI and Social

In 2019, fueled by the adoption of chatbots, major messaging platforms like Facebook Messenger, WeChat (800 million users!), Twitter Direct Messages, Skype IM, Slack, Line, and Kik will continue to boom.

As Forrester stated: “Chatbots Are Here, But They Aren’t Ready To Replace Apps Or Humans.“ Chatbots will define the future of messaging apps; stimulated by the development of artificial intelligence and machine learning that will tailor brand experiences to fit each person that interacts with your organization.

2019 will see a further acceleration and stimulating competition among the major tech companies and their voice- and AI-enabled Virtual Assistants like Amazon´s Alexa, Apples Siri, Microsoft´s Cortana, and Google´s Assistant.


Amazon, e.g. suggests that the number of skills in the Alexa Skills Marketplace has increased from about 100 at the beginning of 2016 to more than 5,000 today. Currently, Alexa is found primarily in the Echo, Fire TV, and Fire Tablet devices. But developers are actively working on expanding the virtual assistant’s reach to other devices.

As a brand, you should develop applications (skills) for categories such as smart home, food and drink, lifestyle, communications, mobility, and transport, etc. Also, for smaller companies and developers – or if you have an exciting idea – it might be an attractive option to apply for the Alexa Fund. It provides up to $100 million in investments to fuel voice technology innovation whether that’s creating new Alexa capabilities with the Alexa Skills Kit (ASK), building devices that use Alexa for new and novel voice experiences using the Alexa Voice Service (AVS), or something else.


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