Artificial intelligence (AI) is a revolutionary technology, bound to influence almost all aspects of human life. Below we will discuss role that AI can play in the digital publishing and marketing sector.

What is Artificial Intelligence?

As its name implies, artificial intelligence or AI is the intelligence demonstrated by artificial objects, such as the machines made by human beings. It involves machines making decisions on their own using logic. It is a subsection of the vast discipline of computer science and focuses on machines imitating human intelligence. It uses statistical methods to make computer systems able to learn using data. There are several types of AI out there and their capabilities vary on the purpose of their use. Two of the most popular AI technologies are machine learning and deep learning.

How Does it Learn?

As mentioned earlier, AI uses statistical techniques to provide computer systems with the ability to learn on its own. In simple terms, AI tries to recognize patterns by analyzing various streams of data and then creates an output based on its analysis. There is a difference in the learning methodology of machine learning and deep learning though. The AI in machine learning requires feedback or data input in order to learn and generate new algorithms, while deep learning is more complex and tries to mimic the way human brain works. The processing of data is nonlinear and multilayer in deep learning which means that it analyzes multiple streams of data simultaneously.

AI and the Worldwide Industries

AI has made a global impact on industries in recent years with its usage in self-driving cars, chatbots and recommendation systems. It has emerged as an important asset for business leaders across the globe. It has helped in automating industrial processes that, if done manually, took long hours to complete. AI has transformed the healthcare industry by making collection of individual patient data extremely efficient. It is also being utilized in diagnostics by analyzing symptoms in its database with the symptoms of the patients.
The impact of AI is clearly visible on the finance sector, from investment management to financial data collection. Predictive data analytics is an important asset in monitoring changes in the stock market to provide investment opportunities to financial firms.

Digital Publishing and Marketing

Digital publishing and marketing has experienced rapid growth in recent years fueled by the increased accessibility and decreased prices of internet services. People are spending more and more time browsing and reading online. For example, an average American spends about 24 hours a week on the internet, according to data from USC Annenberg. Internet is the first thing that people look up to when they need information about something, be it a restaurant for dinner or a college for further education. The increased online presence of people has created a huge opportunity for digital publication and marketing. However, the huge number of people online makes it difficult for content creators to target specific audiences. That is where artificial intelligence (AI) comes into play.

AI plays a hugely important role when it comes to the internet. It used to track the browsing behavior of people on the internet in order to provide them with personalized advertisements. AI stores the user behavior data and analyzes the websites visited by them to display relevant advertisements to the users. Smartphones play a big role in this, as most of the time people spend online is on their smartphones. A digital publishing business can deploy AI on its website to monitor the content that their user look for at the website and then analyze the data to deliver what the users want.

Chatbots play a big role in collecting personalized data on the users. It is mostly used for customer service, but the feedback that it receives plays a vital role in the improving audience analyzing and engagement. Chatbots serve as a medium to directly collect user preferences data from the user himself. An AI powered chatbot can go a long way in getting reliable data to improve the content produced for the users.

A large portion of time that people spend online is on social media. They talk about the things that they like and issues that matter to them. Although a bit unethical, businesses can use AI to monitor the social media activity of potential audiences to create content relevant to their interests. Machine learning can identify the browsing pattern of people and make relevant recommendations based on their preferences. AI can be used automate several processes in publishing workflow, from content filtering to finding specific audiences for a particular type of content.

Closing Thoughts

There is huge potential for AI in an increasingly digital world. It can become an important asset in almost any industry, by automating processes that required manual labor and reducing production time and cost. AI already plays an important role in digital marketing and is being increasingly deployed in other industries as well. It is imperative for modern business to adapt and harness the potential that this revolutionary technology provides, in order to stay ahead of the curve and survive an ever-competitive business environment.