MERCADEO Versión en español
Artificial intelligence already has an important place in the future of advertising
Manuela Walfenzao| 29 de junio de 2015
Stuart Walker, jefe de Comunicaciones de Marca de BMW, fue uno de los pioneros con la inteligencia artificial para mercadeo
There is still no exact date for when artificial intelligence will be a fundamental part of people’s lives. Robots exist already, and some theories suggest that by 2030 or 2045 this will be true. The topic is increasingly present in pop culture and poses an interesting prospect for brands. The media agency PHD took the topic to the Cannes Lions 2015 Festival, where they invited Sir Tim Berners-Lee -founding father of the World Wide Web- to talk about artificial intelligence, on the occasion of PHD´s next book called Sentience: The coming AI revolution and the implications for marketers. Although it is not popular technology, some big brands have implemented it in their campaigns. BMW used artificial intelligence two years ago in the campaign for their first electric car. iGenius answered consumers´ questions on the new car model in SMS. This way they they saved a great deal of money that would have been invested in training client service personnel and maintaining a call center. Stuart Walker, General Manager Marketing Communications at BMW, explained that “iGenius was not only capable of having hundreds of conversations at a time, it could also memorize previous questions to generate meaningful answers”.He cautioned that this technology must be accurate and agreeable for people to feel comfortable with it. “It was very important for iGenius to have personalized answers so that people didn’t feel like they were talking to a machine”, said Walker.
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