Artificial intelligence has taken over all talks of digital. What seemed like technology for a futuristic time is now easily accessible right at our very fingertips.  While there are many different AI tools out there, some tools play a larger role in marketing compared to others.

As marketers, it's important to understand the different categories of these tools.

(Video Transcript)

Hi I'm Keri Witman, and this is your moment of clarity.

In order to understand how artificial intelligence tools can be used in marketing, it's important to understand the different categories of those tools, and the ones that are typically used in marketing are natural language processing, marketing automation, predictive data analytics, and image recognition.

Natural language processing means that computer programs can analyze, understand, and interpret human speech as it's typically spoken, as opposed to just interpreting the letters and words as symbols or characters. 

AI is part of marketing automation in many ways, but the ones that are most often used are algorithms that find patterns in campaign data, and then they can automate the optimization process such as shifting send times based on open rates.

And then predictive data analytics, those are tools that turn massive amounts of data into meaningful insights around buying behavior.

And AI image recognition tools can collect data from images by finding patterns among millions of images from platforms like Pinterest or Instagram.

This is just a high level view of the categories of AI in marketing. Tune in next time where we'll talk more about natural language processing.