Do terms like “AI” and “machine learning” make you think of robots and science fiction?
These technologies are being used everywhere, and the age of AI is already in full swing.
AI and technology offer a solution to inefficiency. Deloitte has shown that 83 percent of early adopters of AI and cognitive technologies achieved either “moderate” or “substantial” benefits.
AI is somewhat part of augmented intelligence tools’ technology, but how is it used in marketing right now?
What is Augmented Intelligence?
Gartner defines “augmented intelligence” as “a human-centric partnership model of people and artificial intelligence working together to enhance cognitive performance.”
What that means is that augmented intelligence isn’t just about creating super smart machines. It’s about creating technology that can help you and your brain do things better.
Augmented intelligence is sometimes also called intelligence automation (IA).
How is Augmented Intelligence Different From Artificial Intelligence (AI)?
Artificial intelligence is all about computers making decisions. But augmented intelligence is about you making better decisions, with the help of a computer.
Let’s dive into some specific examples so we can see how this works:
Artificial Intelligence Examples
Artificial intelligence operates on its own, without help from humans.
That might make you think of autonomous killer robots, but the reality is usually a little less exciting.
Ever used a grammar checker tool? Lots of those use AI to give you more sophisticated grammar recommendations.
Even Google Docs uses an AI grammar checker. Google’s engineers train the model using correct sentences. It’s then able to predict whether sentences are correct or incorrect on its own, without needing to be programmed with every single grammar rule.
Know where else Google uses AI? In its search engine algorithms.
Now that we’ve seen how AI is used, how is augmented intelligence used? How are its applications different from AI?
Augmented intelligence is a pretty general term. You can use it to talk about basically any machine that helps humans enhance their capabilities and make better decisions, even something as simple as a compass or telescope.
But in practice, augmented intelligence is usually used to talk about automated systems that need direction or input from humans to function. Augmented reality tools, like Google Glass, are just one example.
The augmented intelligence tool gives recommendations, and then the human makes the final call. Feedback from humans helps the tool to learn and grow continuously.
Why would you want to use augmented intelligence when you could use “true AI?” Well, augmented intelligence allows us to do more with the technology we currently have, without needing to wait for AI to advance.
It also adds a human element to the decision-making process, which can be helpful for complying with regulation in some industries. Plus, with augmented intelligence, we can take advantage of new technologies while also continuing to use human talent.
But the best thing about augmented intelligence? When humans and machines work together, they can achieve better results than one or the other working alone.
For example, an experiment by a team from a Harvard Medical School hospital at the Camelyon Grand Challenge showed that an algorithm could accurately detect breast cancer 92% of the time, while a human pathologist accurately detected it 96% of the time. When the pathologist worked together with the algorithm, the results were accurate 99% of the time.
Overall, augmented intelligence is just a different philosophy that can help us get the most from AI, without needing really sophisticated capabilities.
How Can Augmented Intelligence Help Your Business?
The truth is, augmented intelligence can do huge things for your company.
There are tons of different ways to use augmented intelligence. There’s probably an IA application out there that can help you streamline and improve every single area of your business.
Here’s an example: Augmented intelligence can help you sell things online.
Think about the last time you thought about buying something online. What were some reasons you might have hesitated before making a purchase?
You might not want to lay out money for certain items before trying them out in person. Furniture, glasses, clothes are examples of products users want to see how they look up close before you buy.
Enter augmented intelligence. With augmented reality (AR) applications, your customers can “try on” things virtually. Even if they’d prefer to shop from home, they can still get a feel for your merchandise.
Want to know how this works in practice? Check out some of the companies using augmented reality to sell furniture (Wayfair), glasses (EyeBuyDirect), and makeup (MAC Cosmetics).
To use the virtual try-on tools, you can upload a photo or open your webcam, and the tool will show you what the product looks like in real life.
But sales isn’t the only area where augmented intelligence can help your business.
Want to make your product safer? Car companies are already using augmented reality to help drivers spot dangers on the road and avoid looking down at their phones.
Want to thrill your customers with a cool new feature? Google did that when they introduced internet searchers to AR animals.
You can improve your customer service with augmented intelligence, too. Chatbots can help answer some more straightforward customer questions, freeing up more time for your human staff. IA can also help support your customer service reps when they need more information to help customers.
Finally, just like with sales, product, and customer service, augmented intelligence tools can take your marketing efforts to the next level.
Here are three crucial reasons why you should use augmented intelligence tools to supercharge your marketing.
If you use augmented intelligence to create an extra cool or innovative product, your marketing will basically be halfway done for you. An awesome customer experience pretty much markets itself. Just look at all the videos people have made about Google’s AR animals:
Check out all these articles people have written about Wayfair’s augmented reality feature for furniture:
If you make something interesting enough, you might end up getting lots of new backlinks and traffic without even trying.
Besides creating new product features, you can also improve your customer experience with augmented intelligence in other ways.
For instance, customers are more likely to be satisfied if they can get their questions answered faster with technology like automated chatbots, as mentioned above.
You can also use augmented intelligence to help personalize the customer experience. An example of this would be user recommendations. You’ve probably seen these on YouTube on the right-hand side:
And on Amazon as suggested product examples:
These websites use algorithms to make recommendations based on the videos you’ve already watched or products you’ve already shown interest in. When you click on a recommendation, you’re sending a signal to the algorithm that the recommendation was relevant.
Recommendations help you offer a better experience by helping your customers find things they might be interested in. They are also a way to convince customers to stay on your website for longer.
Augmented Intelligence Can Reduce Busywork
Another major reason why companies are interested in automation is that it saves time. According to WorkMarket’s 2020 In(Sight) Report, over half of employees think they could save 240 hours every yearthrough automation.
IA can help your marketing department save time in lots of different ways. If you’re currently using data for strategic planning, augmented intelligence tools can help.
As you can see, AI can write sentences, but you might need to edit or adjust them to fit your content needs.
Even if you don’t want a robot to write your articles, you can still use augmented intelligence tools to help you in your writing. Spelling and grammar checkers, like Grammarly, are a good example of this.
Augmented intelligence can also help you create better content by coming up with more relevant topics for your audience.
However, a lot of people are skeptical about AI. In fact, research by PwC shows that 67% of CEOs think AI and automation will have a negative impact on trust in their industry over the next five years.
With augmented intelligence tools, you don’t have to rely on AI alone. Instead, you can use AI’s strengths and human strengths together to get better results.
If you’ve already started using augmented intelligence in your marketing, or if you’re thinking about using it soon, tell us about your experience in the comments.