Ces dernières années sont marquées par de prodigieuses avancées technologiques. Parmi celles qui ressortent le plus, on peut bien évidemment parler de l’Intelligence Artificielle (IA) et de ses exploits.
Elle peut même surpasser les capacités humaines, par exemple l’IA peut désormais traduire des textes d’une langue à l’autre ou encore reconnaître des images de façon beaucoup plus efficace et précise que des experts humains.
Mais alors où en est-on actuellement ? Et surtout quel avenir peut nous offrir l’IA dans le domaine du marketing ?
État des lieux sur l’IA
Le nerf de la guerre dans le domaine du Marketing depuis quelques années est la data. Et dans le cas de l’IA, c’est là aussi une question de données. Il ne faut pas oublier qu’en réalité l’Intelligence Artificielle est un algorithme sans données. Les données sont ce qui rend l’IA intelligente et sa capacité à apprendre et à s’adapter au fil du temps et c’est ce qui lui donne de la valeur.
Il faut savoir que l’Intelligence Artificielle est beaucoup plus large que les « machine learning » ou autrement dit que l’apprentissage automatique, ce qui représente l’exemple décrit juste avant avec la traduction dans différentes langues. À l’heure actuelle, elle englobe un ensemble d’ordinateurs qui sont capable de réaliser des tâches cognitives (ex : perception visuelle) sans être programmés pour parler par « eux-mêmes » comme un humain pourrait le faire. Pour illustrer ça, pensez aux assistants virtuels comme Siri, Alexa, les voitures autonomes, les chatsbots intégrés sur Messenger ou encore WhatsApp…
L’IA reste encore à ses débuts, mais elle fait preuve d’amélioration de jour en jour. De plus, son accessibilité rendue possible auprès des entreprises et sociétés leurs a permis de déjà inclure l’IA dans les stratégies marketing.
Mais alors que pouvons-nous espérer pour l’avenir ?
L’IA affiche un avenir prometteur, elle est là pour rester et s’installer dans le futur, mais il faudra du temps. C’est un outil formidable pour les entreprises, mais il est vrai qu’elle ne remplacera jamais le contact humain. Alors que l’IA a pour idée reçue de rendre les emplois obsolètes, elle peut surtout aider à réaliser un travail optimisé grâce à elle.
Par exemple, l’IA peut faire de vous un meilleur marketeur, en l’utilisant pour prendre des décisions plus éclairées. Elle permettra d’utiliser ses connaissances pour devenir un spécialiste du Marketing. L’IA centralisera des connaissances, en plus des vôtres, pour améliorer une stratégie et/ou approche marketing. C’est pourquoi, il est impératif de renseigner des données pertinentes et de qualité, sans cela l’IA sera très vite limitée et par conséquent elle n’aura pas d’utilité en tant qu’outil pour les marketeurs.
Quels sont les champs possibles où l’IA peut s’intégrer ?
L’IA a cette capacité de pouvoir optimiser tout selon les informations et les données transmises.
- Le référencement naturel (SEO)
Le référencement n’est en fait qu’une forme d’optimisation. L’optimisation des moteurs de recherche (SEO) est un processus qui consiste à améliorer la visibilité d’un site Web sur un moteur de recherche comme Google ou Bing, afin d’obtenir un meilleur rang parmi les résultats.
Il s’agit essentiellement d’analyser le contenu et de procéder à des ajustements. Le but pour les moteurs de recherche est que les utilisateurs trouvent rapidement des informations pertinentes qu’ils recherchent, ils récompensent donc les sites qui sont bien optimisés pour l’expérience utilisateur.
C’est là où l’IA peut jouer un rôle pertinent pour aider à l’optimisation de votre contenu sur les moteurs de recherche ainsi que pour les réseaux sociaux, le marketing direct et les appareils mobiles (et tous les autres canaux numériques).
- La publicité digitale
On a déjà pu voir une révolution grâce à l’IA dans les publicités digitales, notamment avec les enchères automatisées, le ciblage et la diffusion optimisée des annonces qui sont de plus en plus courants dans le marketing. La raison ? Grâce aux plateformes publicitaires alimentées par l’IA, les spécialistes du marketing peuvent cibler les consommateurs en fonction de leurs intérêts, besoins et comportements individuels.
L’IA permettra donc de créer des publicités plus pertinentes par rapport aux intérêts des utilisateurs. Cela contribuera à améliorer les taux d’engagement sur tous les canaux digitaux, car les utilisateurs trouveront les annonces qu’ils voient dans leur fil d’actualité ou leur boîte mails plus intéressantes qu’auparavant (lorsque ces annonces étaient créées à l’aide de méthodes traditionnelles).
- Le content marketing
L’IA bouleverse le content marketing, qui désigne la création et la diffusion de contenu par une marque. Elle pourra être un outil puissant, en aidant à trouver le bon contenu à partager et à engager l’audience souhaitée. Elle utilisera des données issues des expériences passées des consommateurs pour apprendre à quels types de contenu ils réagissent le mieux, puis créer davantage de ce type de contenu à l’avenir.
La puissance de l’IA ira même jusqu’à la détermination des sujets les plus populaires auprès des clients potentiels. Notamment, dans le but de choisir les messages les plus percutants afin qu’ils cliquent et achètent le produit/service présent sur le site Web ou la page du réseau social.
Voici un point sur l’horizon que propose l’Intelligence Artificielle. Il est clair que cette technologie a un bel avenir, mais nous ne pourrons vraiment comprendre comment elle façonnera notre monde que lorsqu’elle sera plus répandue et généralisée.
merci
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Man-made reasoning AI has quickly developed throughout the long term, making huge headways in different businesses. Big Tech organizations, which are at the front line of advancement, have embraced Ai to work on their items and administrations.
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