Customer expectations have evolved over time with the emergence of technology. Customers now want more engaging and personalised experiences with brands, which means marketing strategies have had to evolve as well. To deliver exceptional customer experiences, businesses must truly understand their customers, and basic customer analysis is no longer enough to meet these expectations. Using technology in marketing to gain valuable customer insights is now essential. In this article, we discuss the Future Of Marketing: The A.I. Based Design.
To do this, marketers are increasingly looking to incorporate artificial intelligence (AI) and machine learning into their strategies to stay ahead of their competitors. As AI and automation aim to make life more convenient, relying on them to increase the efficiency of marketing campaigns while still driving better results is a natural progression.
What is AI and Machine Learning?
Artificial Intelligence describes computer systems that aim to perform tasks that are based on mimicking human behaviour. These intelligent computer systems can perform activities such as speech recognition and movement and are increasingly learning to think and reason with less input from us.
Machine learning is a core part of Artificial Intelligence because it allows computer programs to recognise patterns and learn from them. When combined with AI, intelligent machines can improve with minimal human input. Artificial Intelligence (AI) and machine learning have been evolving for many years, and naturally, the question as to whether AI can influence the future of design is now being asked.
The Future of AI and Design
Brands will always need a visual identity. From their logo to their website design, they have to make sure the aesthetics of their business is in keeping with the persona they are wishing to convey. This is why marketing and design have always gone hand in hand.
With the evolution of AI and machine learning, automated design programs are becoming increasingly popular. AI systems have the ability to handle larger and more complex sets of data, which means the process of analysing and presenting data for marketing purposes can be expedited. So, by incorporating AI and automation into the design process, it’s clear that increased efficiency in marketing campaigns can be achieved.
This is by no means a hypothetical either. A number of AI computer systems that are capable of automating the design process are already emerging. For example, the popular photo app ‘Prisma’, works by utilising artificial intelligence to convert photographs into pieces of art. Additionally, the photo editing app like ‘PicsArt Image Upscale Tool’, and ‘Let’s Enhance’, allows users to submit poorer quality photos, and then uses AI technology to upscale them.
However, arguably some of the most successful marketing campaigns are the ones that use designs to evoke emotion from consumers. But, as it stands, machines aren’t currently capable of knowing or understanding what appeals emotionally to audiences.
Therefore, whilst it’s true that an AI algorithm can improve the speed of the design process, it’s less clear whether they have an altogether more positive or negative impact on the final quality of the work. Until it is proven that AI can work independently to the same highly emotive design standard, the general consensus is that human input remains essential to the design process.
Will Machines take over the role of Designers?
Professional design software programs are complex and require designers with a specific set of skills. Due to this, many businesses have been looking for other ways to make these programs more accessible to users who do not currently possess the necessary technical skillset. For example, Content Management Systems (CMS) like WordPress and Wix have tools in place that make it possible for novices, or at least those with very little experience, to try their hand at creating their own websites.
Now, however, these CMSs are looking towards artificial intelligence in order to make this process even easier. Wix, for example, has developed Wix ADI which uses billions of design combinations to create a tailored computer-generated website design based on a business or individual’s needs. Through asking a number of questions, the system learns the user’s needs and intentions, and from there, creates various design combinations that can be chosen from and altered to fit the user’s tastes, all the while still fitting the website’s intended purpose.
All in all, this process allows the creation of relevant, unique, and high-quality website pages in only a matter of minutes. According to Wix itself, Wix ADI ‘has wrapped artificial intelligence around design’ – hence the synonym Artificial Design Intelligence (ADI). Ultimately, this particular example shows the possibilities of AI in accelerating design and marketing- what was once a long and complex human process can now be achieved by a beginner with a few clicks of a button.
With this in mind, it’s not surprising how anxieties surrounding machines taking over the role of human designers have been steadily mounting. However, these fears are seemingly unfounded and the current capabilities of AI mean that this won’t be happening in the near future.
As quoted by Sundar Pichai, CEO of Google:
“At its heart, AI is computer programming that learns and adapts. It can’t solve every problem, but its potential to improve our lives is profound.”
So, for the time being, at least, it seems designers will still have ultimate control over the logic behind the AI being used in the design process. Humans will still be needed to set certain limits and pre-define principles, data, content patterns and so on, in order to make the most out of the intelligent system in place.
This means it is highly unlikely that design in marketing will become a fully automated task any time soon. Until machines have learned and evolved to be able to carry out certain tasks independently, it’s much more reasonable to assume humans will still be required to work alongside AI technology in the design process. This just means it’s going to become necessary for human designers in marketing to learn how to utilise these types of tools in the future if they want to meet the changing demands of customers.
We hope this article about the Future Of Marketing: The A.I. Based Design has been helpful, and be sure to leave your comments below.
This article was contributed by Billion Dollar Boy, an influencer marketing agency based in London and New York.
Also published on Medium.