Are you sick and tired of hearing about ‘killer robots’ or vague conjecture of what AI could mean for us all? Yeah, so are we. The truth is, there’s a lot of conflicting information floating around on what AI can or can’t do when it comes to marketing, and we wanted to set the record straight.
How AI in marketing really works
In the latest installment of Meltwater’s London Biz Breakfast series, the global media intelligence firm aims to tackle the subject of how AI in marketing really works – in partnership with leading technology authority, Katie King.
Commenting on the rationale behind these morning sessions, Meltwater’s area director for the UK and Ireland, Matt Barclay, remarked: “We want the industry to thrive as a whole and the Biz Breakfast sessions are a good place to regroup, look at the reality and keep fostering a best-practice approach to how we view innovation in marketing. They’ve been designed to bring tech, PR and marketing professionals together for knowledge-sharing, because these disciplines should work in sync in an ideal world.”
And for this particular session, Meltwater has enlisted the perfect mentor to shed some extra light on the subject.
Who is Katie King?
Katie King is the CEO and author of AI in Marketing and a member of one of the All-Party Parliamentary Group on AI’s four ‘task forces’. She’s also a two-time TEDx speaker. Her credentials and passion make her the perfect candidate to help tackle the subject and dispel some widely publicised myths about how artificial intelligence really impacts the marketing industry.
King has volunteered to take the reins as marketers, PR professionals and technophiles alike come together to tackle this important subject.
The objective of the session is to provide an understanding of what is currently possible with AI in marketing. Other takeaways include leveraging AI for future campaigns, as technology and accessibility advances, as well as practical tips for the present.
Of course, Meltwater’s Biz Breakfast will also present the opportunity for networking and idea-sharing. Like-minded individuals are encouraged to advance discussions on the topic and learn from one another, especially after they are presented with new facts and use cases for reference.
Contrary to popular belief, it doesn’t take in-depth technical knowledge or a degree in astrophysics to grasp the state of AI as it stands. However, Meltwater has promised an accessible session: “No jargon, no buzzwords, just tangible use cases of what works and what doesn’t.”
Can marketers really benefit from a better understanding of AI?
It’s widely acknowledged that artificial intelligence can be the cornerstone to a more innovative marketing strategy. There are some points that industry professionals, in general, do have consensus on.
- Cost-savings through efficient tech. Incorporating elements of AI into your media touchpoints can decrease your medium- and long-term spend. While AI might cost more to build in the initial stages, the long-term saving potential is significant.
- A more personal robotic touch. AI lends a more personal touch than a standard chatbot, for example. Users have the comfort of feeling as though they are being understood. We know that some users can’t tell that Siri and Alexa are not human. And, while these are more like programmed robots than AI in its truest form, this still illustrates the popularity of perceived connection.
- Deep learning and understanding your users. AI cannot think on its own. As blurred as the lines can seem, inputs are required to power and develop the intelligence of these mechanisms. These inputs and responses give us valuable information on consumers and insights into their behaviour and psychology. In turn, we can conceptualise better ways to meet their needs and add value to their lives.
Ready to save your seat?
Make sure you’re there to find out more about the potential of this technology and how it can help you create better, more innovative campaigns.
The Meltwater Biz Breakfast is free but there is limited capacity for attendees. Please reserve your seat here.
Date: Friday, 12 April
Venue: Farmers and Fletchers in the City
Address: 3 Cloth St, London EC1A 7LD
Time: 09:00 – 11:00 a.m
Cost: Open session
RSVP: Save your seat