Using AI in marketing

AI is a game changer for many, so how can you integrate it into your business? Curtis de la Harpe takes a high-level look at the powers and pitfalls of AI.

Almost daily there is a new integration of AI into existing business practice

Share this quote
Using AI in marketing

What is AI?

In simple terms it is an advanced algorithm that learns from the information you feed in and the giant repositories of information that it accesses from the web to return results. It finds patterns in this incredibly dense information and returns results based on what is most likely to be correct or perceived to be correct by the user.

The response from the user is then fed back into the algorithm and over time, it learns their preferences, tone and requirements as well.

How are businesses integrating AI?

Two decades ago, Google ventured into AI with a desire to improve the search interface for both customer experience and for advertising targeting.

The first widely available use of AI in business was language and conversation models, which have also been around for decades, and formed the bases for chat-bot technology. For many years businesses chat bots have been the first point of call for clients. From basic call routing like “in a few words please tell me the purpose of your call today” through to what we are seeing today, which are full-service chat bots that many would struggle to identify.

Today, more and more businesses have introduced AI to help with things like digital advertising and generating new customers.

Businesses feed their customer data into AI for it to build incredibly detailed demographics, find “look-alike” prospective new clients and suggest how to target them.

There is no doubt you have been a target of AI generated marketing over the past decade or more.

What considerations are there with AI?

AI is still young so, for all the benefits, there are some considerations required and risks to mitigate.

AI is only as powerful as the information you provide. This means that to truly utilise its ability to comb through your user data, you need to give it your user data.

For some businesses this is certainly a deal breaker, particularly in turning over customer data, as we see a rise in cybercrime.

Another consideration is that, though AI is getting better every day, it is far from perfect. Companies looking to implement it should not rely on it. Everything it spits out should be checked and qualified and made to sound like your company.

Furthermore, AI is still not 100% believable. It cannot necessarily detect emotion or provide more specialised responses. So, for chat bots, some people can work out that they are not talking to a human and may not like talking to a machine.

How can AI help me market my business?

An AI cannot hold a wrench… yet.

So, for now, it’s only real use to a plumbing business is going to be in the administrative, marketing and customer analytics. In fact, if you use Google, Facebook or Instagram advertising, you are already using AI.

You could also use it in a chat-bot function on your website. It can receive incoming messages and talk to your customers as they describe their problems and book a call out.

Some businesses have integrated AI into their CRM solutions to help automate tasks like customerreview, follow-up messages and responding to reviews automatically.

They are using AI to reach out to customers to schedule servicing of things like hot water services and air-conditioning units.

Almost daily there is a new integration of AI into existing business practice including,

• Building new websites and optimising user experience.
• Writing emails and content for social media.
• Creating video content.
• Building and redesigning business identity in design software.

This may be through buying specific AI software to integrate into your business or even using another company’s AI integration.

Software companies like WIX (website maker) and Canva (graphic design software) have AI assistants in which you can ask it to do something for you and it is created, regardless of your design skills. This can be incredibly useful for small companies that were outsourcing much of their design work.

When will it hold a wrench?

It is doubtful that AI models will replace plumbers but in coming years, we will see further AI integration into smart plumbing products. Hot-water services that learn your usage and adjust its energy use to it are already in the works. HVAC systems that are AI controlled and adjust temperature based on who is in the building and how many people are in a room.

AI algorithms will start popping up in all sorts of products much like how every product got Bluetooth added in the mid 2000’s.

In future we may find AI will be used to design plumbing layouts in buildings or allow a plumber to take a picture of a job and have the AI design, print a material list and produce an automated quote.

Many other industries are using AI to do the grunt/paperwork and the expert to qualify the results. There is no reason to suspect that the plumbing/construction industry will be any different.

Incolink – Grant – FY 2023


Almost daily there is a new integration of AI into existing business practice

Share this quote
Incolink – Grant – FY 2023


Related articles