4 Artificial Intelligence Developments Marketers Need to Watch

Artificial Intelligence is a popular buzzword and its influence is finally spreading outside of the technology landscape. AI used to be associated with a mindset of something that’s coming soon (and going to take over the world) but not anything to fret about yet.

Believe it or not, now is the time to think about how artificial intelligence is going to play into the world of digital marketing and beyond.

Right now, artificial intelligence in the marketing world is often looked upon as automation tools such as chatbots, recommendations (think Netflix and Amazon), photo recognition, and ad optimization.

However, experts believe we are only 1% of the way toward having artificial intelligence, so there’s plenty of room for new tools and practices within the next few years.

As AI becomes more popular among industries outside of tech, companies worldwide are experimenting with and creating their own developments to sell to forward-thinking marketers.

Yes, it might seem crazy, but even companies who sell to creative industries — such as Adobe — are implementing AI in ways that will dramatically change the way designers work on creative projects in the future.

If you work with any sort of data — from analyzing to optimization — you need to keep an eye on artificial intelligence moving forward.

To help you get a head start, here’s a few key players in the industry who are tackling things early on.

1. Adobe Sensei

What might possibly be the most exciting artificial intelligence development in the creative design world so far, Adobe Sensei was announced at the end of last year as Adobe’s feat into the world of AI and machine learning.

Sensei is a tool within the framework of Adobe products that allows for complex design challenges to be addressed with just a click or two. Things that were previously impossible, or very difficult, to accomplish are now simple thanks to the artificial intelligence and machine learning systems that Sensei provides designers.

According to Adobe, Sensei can do everything from creating elements where they didn’t exist, identifying text and fonts, automatically creating photo tags based on objects within the photo, and uses facial recognition to more easily alter expressions with just one click (via Photoshop’s Face-Aware Liquify).

Adobe’s new tool doesn’t just affect its design products. In marketing, more accessible data is not only now available, but also much easier to digest with Sensei. The program analyzes data and notifies you when it finds something you should pay attention to.

As a marketer, you could be missing out on a high-paying target customer or not sending just the right message. Sensei is designed to correct that, allowing marketers to spend more time designing creative and effective messages to the right audience at the right time, and less time crunching the numbers.

2. Amazon AI

Amazon has four artificial intelligence developments currently ready to use. One program is their machine learning service which is targeted to software engineers and not relevant to the marketing community (at least not yet). However, there are three services that AWS offers that can now easily be implemented by marketers.


Image recognition is a tool that has been around for a couple of years now in one form or another, and Amazon has released their own version called Rekognition. This service is designed to analyze image and recognize objects, animals, and people within photos.

According to TechCrunch, Rekognition is powerful enough to identify even the breed of a dog and the gender of a person in a photo.

Marketers will be able to put this powerful tool to use by more easily searching for specific photos for content, find relevant people within photos in a database, and even determine customer sentiment through photos.


An increasingly popular tool among marketers, chatbots are a game changer in the world of customer service automation. Amazon’s Lex is designed and built with the same deep learning technologies as Alexa. The service allows software developers to built conversational interfaces and design chatbots.

Many marketers are concerned about whether chatbots are authentic enough to seem as though their customers are communicating with a real human. Amazon states in their keynote that Lex can create chatbots that “support engaging, lifelike interactions.” Additionally, the more the bot learns, the better it will be at replicating the way humans communicate with each other.

Lex doesn’t only power chatbots. The service is also designed to streamline mundane work activities and applications, which makes you more productive because it frees you from those dreaded daily tasks.

Running late to a meeting? Don’t worry, you can design Lex to work in a program that will notify your colleagues.

When you think about it, the possibilities of automation and efficiency using this tool are seemingly endless.


The last of Amazon’s AI developments is Polly, a text-to-speech bot that uses AI and machine learning to turn text into voices that sound like a real human.

This tool addresses many concerns that marketers face on a semi-daily basis including regional pronunciations of words (tom-ay-toe, tom-ah-toh) and even automating voices for content marketing.

For those in the digital marketing world, you know that video marketing is all the rage. Due to shrinking attention spans, your customers and leads are more likely to engage with audio and video.

The thing is, anyone who’s created a video knows about the complications that often come with the process. If you’re nervous, you’re more likely to stutter and fumble over your sentences. If you don’t have a decent audio setup, then your video quality is more likely to suffer because of it.

What if you could turn written content, such as this blog, into an engaging and realistic audio post with just a couple of clicks? Similarly, add a few visuals and you have a video that you can upload to YouTube or Vimeo.

Ta-da! You’ve now successfully re-purposed your content with half the amount of work as before.

3. SalesForce Einstein

If you’re like many marketers, data isn’t exactly your best friend. Don’t get me wrong; it’s crucial to success as a marketer, but it just doesn’t engage the creative side of our brain as much as we’d like. That’s where SalesForce’s Einstein service comes in.

At its core, Einstein analyzes and learns from your data and uses it to guide your marketing processes. Einstein is split up into multiple sectors, but the marketing side of things is pretty exciting for those who love automation and creating smarter campaigns.


Within SalesForce’s marketing cloud, Einstein offers tools for customer recommendations using predictive intelligence to turn any website into a dynamic experience for the consumer.

Social Insights

SalesForce’s social studio is taking social media to the next level with social insights that analyze customers’ content for tone and sentiment, so you immediately have knowledge of what your customers are saying about you.

Audience Segmentation

Make sure every marketing campaign is targeted to just the right audience. SalesForce’s machine-learning development Krux analyzes data to determine customer attributes and helps you segment them accordingly.

4. Equals 3 Lucy

Speaking of data analysis, audience segmentation, and complicated market research, Lucy is a fairly new development that is designed to handle these tasks beautifully. The program is powered by IBM Watson’s cognitive computing.

The creators of Lucy, Equals 3, recently participated in a webinar hosted by HubSpot along with IBM Watson. Scott Litman, the Managing Director, walked attendees through the capabilities of Lucy and it appears as though it may answer many marketers’ dreams.

Lucy is a powerful tool designed to help marketers with:

  1. Research — Lucy understands the natural language and can sift through thousands of articles and data to derive the sentiment and tone of what consumers are saying about any particular category including industry, product, and brand.
  2. Segmentation — With the research step completed, Lucy will help you create a highly detailed customer segment including personality traits, archetypes, social results, and channel allocations
  3. Planning — Within your saved customer segmentations, Lucy creates recommended media mixes to help you determine which networks and channels are the best for your target audience. You have the flexibility to determine cost, impressions, and other comparison variables to ensure you make the best decision based on your company’s resources and your customer segments.

Lucy makes it so that all marketing decisions are based on detailed data that takes no more than a few minutes to sift through. There’s no more guessing games and no more endless Google searches. Instead, you get more time to create successful campaigns rather than plan and analyze them.

As you can see, artificial intelligence is making waves in many industries outside of the tech world, and marketing is next. If you’re not tuned into at least one of these developments, you might be missing out on opportunities to get ahead of the pack and compete against marketers.

Oh, and all that talk about artificial intelligence robots taking our jobs? Well, that’s partially true. It’s not that you’re going to be unemployed, but your job role will be dramatically changing within the next few years.

Which development are you most excited about? Leave a comment below with your thoughts on the latest processes!

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