How marketers can help their clients understand AI

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AI is a technology that will undoubtedly impact our workforce. Corporate Ink shares how marketers can get the facts straight.


When it comes to the implementation of artificial intelligence (AI), many industries, including marketing, are still at the dawn of predicting how it will impact the workforce. Even though the technology isn’t widespread, we as marketers need to understand not only how AI is expected to change our industry, but more importantly, our clients’ industries.

The adoption of wireless, digital and intelligent devices and software across almost every industry, including supply chain, industrial manufacturing, healthcare, finance and transportation, has led to a technological turning point. Now, more than ever, companies looking to the future will stand out as market leaders.

What does the future look like? Smarter.

A person might be able to name a handful of intelligent technologies, and it’s likely nearly all of them will fall under the AI umbrella. Because most markets are just starting to scratch the surface of implementing smart technologies, these industries are largely working within the scope of pragmatic applications. Exceeding human intelligence, pragmatic AI is the application of artificial intelligence to specific tasks and business objectives. Pure AI, which is what many people think of when referring to the artificial intelligence, is the concept seen in SciFi films, where inhuman beings can sense, think and learn on their own.

When a company adopts a smart device and instructs, let’s say a robot, to complete a specific task, one or many forms of AI can be applied. While some AI experts disagree on the number of building blocks that form artificial intelligence, some of the more common technologies include machine learning, deep learning, language processing, navigating and movement. Looking to the future of certain sectors, areas like transportation – where autonomous vehicles will soon become commonplace – will rely heavily on planning and exploring agents, navigation and movement.

Speaking of the future, how can marketers inform how our clients and their industries understand AI?

First and foremost, it is our job to know our sources. As we continue to learn about advancements to artificial intelligence, we must be critical of who we are listening to. Analysts, editors, academics and industry innovators discussing and working with AI might be a good place to start. But be decisive and ask yourself: Do your sources appear to offer accurate, unbiased information? Do they provide insight and understanding to address your questions? If yes, we can leverage those insights to write, inform and encourage accurate dialogue among our clients’ audiences.

And if you’re really good at it, you might find yourself becoming an AI expert, too!