When “artificial intelligence” (AI) is spoken of outside of tech circles, it is usually with suspicion. People associate it with technology that might make their jobs redundant in the best-case scenario, or touch off a “rise-of-the-machines” robot apocalypse in the worst-case scenario.
A practice, however, AI already forms the basis of a series of technologies that make it easier and cheaper to do business. We’re a long way from intelligent androids … but AI makes a huge impact in the leaning down and scaling up of service agencies—for example, media agencies, digital agencies, marketing agencies, and more.
Here’s what you need to know—“artificial intelligence” simply refers to a kind of machine learning that mimics the functions of a human mind, and can often perform certain tasks better than any single human mind—often tasks that are repetitive or that would take a human mind years or even decades to accomplish.
Here are six ways artificial intelligence technology is enhancing the service agency industry:
1. Learning Optimization
Learning optimization is an AI process that allows a machine to deliver relevant information on-demand. The more inputs it receives, the more relevant the information it returns. In this way, the software seems to “learn.”
Google’s search engine algorithms are the prime example—it accepts a user’s search input and returns the most relevant information, learning from the input of both users and web designers in the way they search and interact with each other.
Artificial intelligence in digital agencies and media agencies can do the same thing with data collected by the agency. Learning optimization algorithms can scan the agency’s internal data for patterns and return insights on demand.
2. Process Automation
Process automation has revolutionized the way agencies do business. This is based on the simple premise that the human staff members should occupy their time with tasks that only humans can do—closing new business, and rendering the digital and media services that the agency was conceived of to render. Leave the grunt work to a machine.
Artificial intelligence in media agencies and digital agencies can create a variety of useful process automations, often in the form of automated or standardized workflows. These workflows would usually take substantial time and input, but with process automation they can be accomplished with as little as a single click, from a computer or smartphone, or allowed to run automatically from end-to-end.
- Content creation. Artificial intelligence has reached the point where outlets like the Associated Press and the LA Times can use AI to generate short and standardized pieces of content that pass for content written by humans.
- Content distribution. One-click distribution along an established architecture.
- Proposals and invoices. One-click creation with CRM integration.
- Digital marketing. Repetitive distribution, as well as intelligent optimizing from A/B testing.
3. Data Organization And Interpretation
Digital and media agencies depend on data to make informed strategic decisions, as well as informed interpretations of consumer behavior that guide those decisions. These data sets can be so massive and unwieldy that it would take a single human mind decades of monotonous labor to sift through it all—after which the data is already long out-of-date.
With artificial intelligence technology, however, this kind of data organization and analysis can be done in minutes, or even seconds.
Entrepreneurs can use artificial intelligence in media agencies and digital agencies to get large quantities of data under control. This data can be used to organize internal data, perform competitor research, analyze search engine results pages to deduce user intent, and more.
4. Data Entry Automation
Data entry is one of the most repetitive activities a digital or media agency must undertake, replete with opportunities for redundancy and duplication of effort. In addition to the fact that it’s far too low-level a task for most employees at agencies that run a lean operation, data like client information tends to get entered in multiple places, multiple times. This is not only redundant, it introduces the possibility of human error.
Data entry automation is a key use of artificial intelligence in digital agencies and media agencies. Large quantities of data can be transferred from one place to another using basic automations, while intelligent integrations can be used to promulgate client and customer data across all of the agency’s digital platforms, creating a standardized and centralized data environment less prone to human error.
Chat support is quickly replacing phone support as customers’ preferred avenue of interaction with their brands. This is true at the initial point of contact, as well as ongoing support. More and more websites feature the friendly word-bubble icon with the bottom right, sometimes with a pop-up window that says “How can I help?”
Artificial intelligence technology is tailor-made for chat support. By thoughtfully anticipating customer questions, “chatbots” can use machine learning to direct clients and customers to the answers or troubleshooting tips relevant to the prospect’s inquiry. This takes much-needed pressure off the agency’s labor force needs. It also helps feed client inquiry data into the agency’s database for analysis of customer behavior.
Chatbot technology can be integrated into almost any landing page, saving companies fortunes by addressing basic customer inquiries and freeing up labor for higher-level tasks.
6. Upgrading The Customer Journey
By gathering data at every touchpoint, artificial intelligence technology helps digital and media agencies map out the customer journey, identifying bottlenecks, areas for improvement, and learning to anticipate customer needs before they even have them.
Like many aspects of artificial intelligence technology, AI customer-journey optimization is about automation—reducing or removing the need for human input in the process of closing new business. Instead, the customer journey architecture walks a prospect through each touchpoint, addressing objects for you and leading to more sales for the agency, more managerial time freed up to serve clients.
Need a little help from a friend?
Venture Leap helps media agencies scale up and succeed by streamlining their processes with high-tech, AI-based solutions that increase efficiency, cut costs, and boost revenue—all the pathways to a higher bottom line! Tell us about your project, and we’ll help you take it to the next level.
Philipp Noack –
Co-Founder Venture Leap
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