The potential for artificial intelligence (AI) to soon become a powerful tool in the CMO toolkit is very real. Right now, brands are using AI "bots" to engage customers, distribute content, merchandise products and answer questions.
Brands should take note, however: a poorly executed foray into artificial intelligence can make you look dumb. Here are some considerations that will keep you intelligent:
Keep it simple
Lenovo's Serverpocolypse is a fun, choose-your-own-adventure "interactive comic" that my agency developed to help Lenovo engage IT guys. But it is not AI by any stretch of the imagination.
Rather, it is a basic application of some of the concepts used by sophisticated AI bots -- relying on a rules engine and conversational navigation to guide users through content. More important, the app was effective marketing: 89% of visitors to the page interacted and finished the online experience.
The point is, you don't have to build Watson to put AI principles to work for you.
The Wall Street Journal and Quartz both have created AI bots to direct people to content. The experiences they provide, however, are nothing alike.
The WSJ's Facebook Messenger bot is sterile and boring. It's like the experience has been handed from an information architect to a developer without a good writer ever giving it a look.