What Is AI and How Does It Work?

So, let’s take a step back and talk about what exactly AI is, how it works, and how it’s used in digital marketing.

What is AI?

AI stands for “artificial intelligence,” and we use it to describe any time a computer does something that would require the intelligence of a human — or anything that mimics human intelligence, whichever way you want to think of it.

AI in marketing is already prevalent, and you probably interact with AI every day, even if you don’t realize it. Here are some examples of ways you might interact with artificial intelligence:

1. Search engines like Google use AI to determine the most appropriate search result, and Google and Bing even serve up “AI overviews” as part of their response for some search queries. 
2. Automated marketing emails use AI to figure out what emails to send based on how you’ve interacted with a business or website.
3. Various types of online ad services –  like Meta (Facebook and Instagram) and Amazon for example - use AI to determine who should see a specific ad based on past behavior, interests, and search queries. 
4. Chatbots are becoming more common in online messengers so that larger brands can assist customers immediately and efficiently.
5. Voice searches on smart speakers or smartphones use AI to determine the best results for those long-tail keywords and conversational queries. 
    

How does AI work?

Artificial intelligence uses machine learning to mimic human intelligence. The computer must learn how to respond to certain actions, so it uses algorithms and historical data  - typically *huge* amounts of historical data that’s gathered from online services and digital archives - to create something called a propensity model.

Propensity models will then start making predictions – from what the next word in a sentence should be, to how likely a particular user is to click on an ad, to how likely it is that a lead will perform a certain action you’d like them to take.

AI can do a lot more than this, but those are common uses and functionality for marketing. And while it might seem like the machines are ready to rise up and take over, humans are still needed to do much of the work.

Mainly, AI is used to save time or to automate and optimize processes. Why waste valuable hours adding hundreds of emails to your list manually when you can ask AI to do it, and then spend that time doing something more meaningful instead?

[Related: 3 Ways to Stay Engaged With Your Customers Without Spending More Time]

How does Hibu use AI?

Here at Hibu, we’ve integrated AI into our digital marketing solutions in many ways. In fact, we’re the leading provider of technology-driven, integrated digital marketing solutions for local businesses across the US.

Here are just a few ways that our proprietary platform utilizes artificial intelligence:

1. Content creation: from web pages to blog posts and even ads, our marketing specialists get assistance from AI to create content that fulfills Google’s E.E.A.T. criteria. Meaning that all content created will showcase your experience, expertise, authority, and trustworthiness.  The AI isn’t replacing those specialists, it’s helping them create more, and more specific, content faster so that your Hibu marketing program drives even better results.
2. Customization: our experts use AI-enabled technology to help them optimize your marketing and customize content for your specific business and your customers—helping you stand out from the competition and get more leads.
3. Lead tracking: with our tech-enabled dashboard, you can manage, track, transcribe, and analyze calls and other leads you receive. This AI helps you quicky identify the leads that are most valuable and most important to respond to, and to find and filter out annoying and time-consuming spam.   
    

And that’s just the beginning! When you partner with Hibu, you get all the digital marketing your business needs from one platform, one provider – one simpler, more effective way to grow your business.

Ready to learn more? Contact us today at 877-237-6120 or request your no-obligation consultation.