What ‘social artificial intelligence’ means for marketers
Summary
“The technology that seems so threatening now may actually become our ally, amplifying our performance improvement by freeing us from the tasks that today keep us tightly locked into the routines of the past and providing us with the data we need to spark even more imagination and creativity,” says John Hagel, co-chairman for Deloitte’s Center for the Edge. For brands publishing multiple new stories or posts per day, automating a significant portion of those messages can free up time for creating more substantial content and monitoring responses. Social media teams have been assigned an overwhelming number of tasks that go beyond simple content creation — they are required to perform a certain level of customer service as well. Making sure your team is set up internally to handle rapid turnarounds on social media, and implementing automated response technology if needed, will ensure your brand is prepared to deal with these customer expectations in both the short and long term. Even though these have created problems more for publishers than for actual brands on social media, it’s still important to follow these stories as artificial intelligence applications carry over into the marketing world.