Artificial intelligence marketing

Artificial intelligence marketing (AIM) is a form of direct marketing leveraging database marketing techniques as well as AI concept and model such as machine learning and Bayesian Network. The main difference resides in the reasoning part which suggests it is performed by computer and algorithm instead of human.

Collect, reason, act

Artificial intelligence marketing principle is based on the perception-reasoning-action cycle you find in cognitive science. In marketing context this cycle is adapted to form the collect, reason and act cycle.

Collect

This term relates to all activities which aims at capturing customer or prospect data. Whether taken online or offline these data are then saved into customer or prospect databases.

Reason

This is the part where data is transformed into information and eventually intelligence or insight. This is the section where artificial intelligence and machine learning in particular have a key role to play.

Act

With the intelligence gathered from the reason step above you can then act. In marketing context act would be some sort of communications that would attempt to influence a prospect or customer purchase decision using incentive driven message
Again artificial intelligence has a role to play in this stage as well. Ultimately in an unsupervised model the machine would take the decision and act accordingly to the information it receives at the collect stage.