Artificial intelligence

Artificial Intelligence: what is it?

AI is an aggregate of technologies – from Machine Learning to Natural Language Learning – that allow machines to understand huge amount of information, learn and decide more scientifically, better, faster. If your company produces and manages tons of data, AI will transform it into knowledge and decision-making power.

In recent years, artificial intelligence has found application in various business areas, including digital marketing: if you deal with marketing in a company that produces and processes a lot of data, with the right Artificial Intelligence services you will finally be able to transform the your company into a Customer Centric and Data Driven enterprise, converting data into knowledge and decision-making power.

Artificial Intelligence: the latest developments

Artificial Intelligence has been present in our lives for some time, even if silently: AI is the basis of services such as hotel reservations, road maps, online dating, Netflix or Pandora suggestions, the choice of Facebook and Instagram on what to show us in our feed and much more.

Artificial Intelligence is therefore part of our ecosystem and is increasingly democratizing and popularizing thanks also to various software available online that every user can use for free. Some famous cases are DALL-E, a tool that transforms written text into images, and ChatGPT, a language model that presents itself to users in the form of text chat, which can generate text autonomously, answer questions and complete sentences and incomplete texts. A technology with multiple potentials, which could in all respects change the way of doing business from here on out.

If advanced tools like ChatGPT are currently within everyone’s reach, it is interesting to think about the level of sophistication that AI can now achieve through even more advanced software, dedicated solely to business services. The most cutting-edge companies are already relying on this type of technology, with notable results on business performance and decisions.

Application of Artificial Intelligence in SEO and Marketing

In AvantGrade, we apply the most powerful technologies of Artificial Intelligence to give new answers to marketing questions and carry out activities with high added value. When choosing or reviewing images for your website, we must consider that your choices will impact Google SEO. We are able to recognize the origin, the duplication on the web, and the semantic theme of the selected photos, checking their consistency with the message and Brand Equity. In our Digital Marketing services (SEO, SEM, SEA and Web Analytics), machine learning technologies support our consultants and enable them to do business activities in a new and more powerful way. In fact, our belief is and will always be HUMAN & MACHINE!

Using supervised learning models – by providing the AI with pairs of inputs and outputs to train it -, we can develop innovative services that offer a very high level of results’ reliability.

With robust datasets and powerful computing resources on the cloud, the applications we have developed in-house can make a difference in saving time and resources.

For example, we have developed a recognition system for medical images applied to the diagnosis of certain pathologies.

After uploading the image, the Artificial Intelligence provides the doctor with the answer to a simple but crucial question: “Is the pathology present?”.
The level of accuracy and speed of this diagnosis, even on large quantities of inputs, is extremely useful in the medical field.

Another AI-based system, which we use in our digital marketing services, is a model capable of automatically defining the category of a website.
By providing a URL to the AI, we receive in real time an indication of the category to which an online property belongs.

Thanks to this tool, for instance, we can quickly understand if a link from a given website belongs to a category in the same niche of another website we’re assessing.
In link audits, this information is very important and obtaining it automatically is a considerable time saver.

But that’s not all! Using the predictive capabilities of a deeply trained model, we can forecast the development of search trends about a given keyword.

Again, the tool allows us to add further future traffic data to our state of the art keyword researches, with a level of accuracy and reliability that is pretty close to 100%.

Artificial Intelligence has long been present in our lives in a silent way: AI is at the base of services such as hotel reservations, road maps, online dating, Netflix or Pandora’s suggestions, the choice of Facebook and Instagram on what to show you in your stream. Artificial Intelligence is, therefore, part of our ecosystem: the most advanced companies of the 21st century are already using AI to accelerate their process of innovation and growth. The others will remain behind. The best way to predict the future remains the same: invent it! Now it’s your turn!

AI outside Digital Marketing

We need an exponential improvement in human behaviour, more altruism, more long-term optics, more collaboration if we want to win global challenges that affect the whole humanity (climate change, sustainability, inequality). This exponential improvement will go through the application of artificial intelligence to science and socio-economic decisions. As after the industrial revolution, many repetitive jobs will disappear, while new creative and strategic works will be invented!

Why you should embrace AI now

Being at the forefront and introducing innovation before the competition has become a critical success factor in a rapidly changing world. Today the strongest and most innovative companies win competitive challenges thanks to artificial intelligence. The great changes start from small choices pursued over time. In 4 years, a business without AI will no longer be a business: the Marketing Manager or Chief Digital Officer today has a great opportunity, activate change by introducing Artificial Intelligence in its business.