In the future, artificial intelligence (AI) is likely to substantially change both marketing strategies and customer behaviors. Building from not only extant research but also extensive interactions with practice, the authors propose a multidimensional framework for understanding the impact of AI involving intelligence levels, task types, and whether AI is embedded in a robot
For many marketers, terms like AI, machine learning and master algorithm may seem akin to a foreign language. In Domingos’ words, the “master algorithm” would work much like a key that could open every lock. A professor of computer science at University of Washington, Domingos says this is the big difference between the machine learning he writes about—which functions as the limitless key—and traditional programming. To keep the comparison consistent, new keys must be created for every lock in traditional programming; if marketers want to track a certain subsegment of customers, they must create a new algorithm for each.
“The beauty of machine learning,” Domingos says, “is you don’t have to program the computer to do any of these things. The same algorithm will learn to do all of them depending on the data you give it.”
