What is artificial intelligence (AI)? How to use it and the difference between machine learning and deep learning
With the advancement of technology, the use of artificial intelligence (AI) in the business field is increasing. Amid a shortage of workers due to population decline, the use of AI is starting to attract attention for efficient marketing and sales promotion. This time, we will explain the definition and mechanism of AI, as well as how to use it in the marketing field.
What is artificial intelligence (AI)?
Artificial intelligence (AI) is a computer system that has cognitive and learning abilities related to human intelligence. Although the definition of AI differs depending on the expert, the concept of “the science and technology of generating intelligent computer programs” is now becoming commonplace.
Research on AI began surprisingly long ago, starting in the 1950s. Approximately 60 years have passed since then, and as technology has advanced, the use of AI has progressed in the marketing field as well.
It can be said that the biggest benefit of using AI in marketing is improving operational efficiency. For example, if an e-commerce site were to introduce AI, it would suggest the most suitable products based on the user’s preferences and past purchase history. Humans can analyze user preferences, but by using AI, it is possible to make more efficient analyses and recommendations.
Differences between machine learning and deep learning
Two words that are similar to artificial intelligence (AI) are “machine learning” and “deep learning.” Particularly in the field of deep learning, in 2016, “AlphaGo” developed by Google DeepMind defeated professional Go players and received a lot of attention in newspapers and news. These days, the terms AI, machine learning, and deep learning are often used interchangeably, but they have different characteristics.
As mentioned earlier, AI is a computer system equipped with human intelligence. AI is a broad concept, with different definitions by experts.
On the other hand, machine learning and deep learning are some of the methods for generating AI systems and have a narrower meaning.
To generate an AI system, it is first to create rules called algorithms. Machine learning is when humans set their learning methods when creating these rules, and deep learning is when humans automatically learn and generate algorithms from accumulated data.
In other words, machine learning and deep learning are both methods included in the broader concept of AI. When comparing the two, deep learning is newer and does not require human definition when generating algorithms. Therefore, deep learning can generate AI systems more efficiently than traditional machine learning.
How to use AI
AI technology has advanced dramatically in recent years with the advent of machine learning and deep learning. Nowadays, it is not uncommon for AI to be used in business, such as in self-driving technology and the medical field. In particular, the use of AI in marketing is attracting attention.
Here, we will introduce how to utilize AI in marketing with examples.
Artificial intelligence suggests products that users like
A typical system that utilizes AI is “SENSY” provided by Colorful Board. SENSY is an AI system that can analyze the preferences of products that users have purchased in the past. Based on the analyzed user preferences, it connects your products and suggests the most suitable products.
Marketing using SENSY is particularly progressing in the apparel industry. Representative examples include Haruyama Shoji, which uses AI-based product suggestions for direct mail (DM), and Mitsukoshi Isetan, which uses SENSY as a support tool during customer service. In addition to physical stores and DM, SENSY can also be used for EC sites.
Apparel products come in a wide range of sizes and colors even with the same model number, so it is not efficient to manually analyze user preferences. SENSY is especially widely used in the apparel industry because AI can efficiently connect vast amounts of product and user information.
Artificial intelligence suggests website improvement policies
As shown in the SENSY example above, AI can analyze accumulated data and make optimal proposals from the analysis results. By applying this method, in addition to customer service support and sales promotion, it is also possible to propose the optimal improvement policy for your website.
The “AI Analyst” provided by WACUL uses artificial intelligence to analyze access analysis data for corporate sites and owned media. Websites with AI analysts can receive advice on improvement policies using artificial intelligence.
There are a huge number of analysis patterns in access analysis data depending on access terminals, user routes, etc. Naturally, performing analysis manually requires a considerable amount of time and effort, so it can be said that it is more efficient to introduce AI.
In addition to analysis, AI analysts also provide advice on improvement policies, so it has quickly become famous as a website analysis tool.
summary
Artificial intelligence (AI) is a computer system that has human-like intelligence. Research into AI began about 60 years ago, but in recent years, as methods such as machine learning and deep learning have been devised, an increasing number of companies are using it for marketing.
In particular, AI has an excellent ability to analyze various accumulated data and make optimal proposals from the analysis results. By utilizing AI in marketing, it is possible to propose the optimal products that match the user’s preferences and operate the website effectively.
