Artificial Intelligence (AI) is revolutionizing how marketing professionals work, thanks to increasingly advanced and powerful tools.
But how does this technology work exactly?
In this article, we will explore the four main types of artificial intelligence – reactive machines, limited memory, theory of mind, and self-awareness – and how they can be employed in marketing.
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Reactive Machine
Reactive machines are AI systems that react and respond to various stimuli without using memory or a broader understanding of context.
This type of AI is often used in game design to create opponents that respond in real-time to the player’s actions, movements, or attacks but without knowing the overall objective of the game.
In marketing, reactive machines power tools like chatbots, which respond to messages with the correct information. In addition to chatbots, reactive machines can analyze customer behavior, campaign performance, and market trends, enabling marketers to optimize their strategies and increase ROI.
Limited Memory
- Limited memory AI can learn from a limited amount of data or feedback, but it doesn’t retain memories for extended periods. An example is ChatGPT, which has a token limit of 4000 and cannot recall information from the current conversation beyond that limit. In marketing, limited memory AI can be used to analyze large volumes of data, assisting professionals in making more informed decisions about their strategies and tactics. However, it’s crucial to train these algorithms with accurate, relevant, and up-to-date information, as the results are only as good as the input data.
Theory of Mind:
- Theory of mind exists only as a concept and represents an advanced class of technology capable of understanding human mental states. The underlying idea behind this theory is to create machines that can interact with humans more effectively because they understand their needs, goals, and motivations. While it has potentially significant implications for marketing, theory of mind is still in an early stage of development.
Self-awareness:
- Self-aware AI is considered the next stage in the evolution of theory of mind, where machines are capable of understanding human emotions and have their own emotions, needs, and beliefs. At present, this type of AI only exists hypothetically.
From reactive machines to limited memory AI, theory of mind, and self-awareness, each type of artificial intelligence has its strengths and limitations.
Understanding these differences is crucial for choosing the right tools, leveraging them effectively, and staying up to date with technological advancements.
Currently, reactive machines and limited memory AI are the most common and both represent a form of narrow intelligence, as they cannot perform functions beyond their programmed capabilities.
In a study conducted with over 1350 marketing professionals in the United States, it was found that the majority of marketers use chatbots (66%) powered by reactive or limited memory AI.
Other common applications of AI in marketing include visual intelligence tools (57%) and text generation (56%), both of which are based on limited memory algorithms.
On average, users of AI and automation tools in marketing claim to save approximately 2 hours and 24 minutes per day thanks to these technologies.
Understanding the different types of artificial intelligence and their applications is essential for making the most of these tools and enhancing the efficiency and effectiveness of marketing strategies.
Remember, though, that artificial intelligence is constantly evolving, and what represents the pinnacle of innovation today may be surpassed by new discoveries and technologies in the future.
Staying informed about the latest trends and developments in the field of AI is essential for maintaining a competitive edge in the digital marketing world.
