AI and the Connected World: Messenger Pigeons Were Once Effective, Today it’s AI

Oct 09, 2019

Article ImageWe’ve come a long way from messenger pigeons. Every time I see a cinematic reference – think, final season of Game of Thrones and messenger ravens – I’m in awe of how simple expectations were around this form of communications. It was about hopefully getting a message from point A to point B. Ganges Khan, ancient Romans, early century military regimes did not have the luxury, or burden, today’s marketers have with content to ensure a message, from Point A to hundreds of other points, is received, engaging, impactful and warrants action. 

In Part III of this three-part series on “Artificial Intelligence and the Connected World,” we examine the role of Linguistic AI in content distribution and how global marketers will deliver more relevant and effective content to engage with people. 

Content That Resonates 

Until recently, many organizations approached content from a quantity perspective. Due to challenges, covered in earlier parts of this series, around crafting a message that’s relevant and has shelf-life, visualizing and translating it, and delivering it to the appropriate channels, content was rarely personalized to an individual – and many are less brand loyal these days.

A Gallup study found only 25% of millennials are emotionally and psychologically attached to a brand, product or category. As for Generation Z, only 30% regard loyalty programs as a positive thing. With low levels of engagement and loyalty, marketers need a better way to engage this generation.

While companies strive to deliver relevant and personalized messages, many can only hope the right content attracts the right person on the right channel at the right moment. This isn’t much better than a messenger pigeon.

The way companies deliver content is equally important. And Linguistic AI will play a key role in how we approach and manage this process.

AI will make synthesized content a reality

People are limited in how much content can actually be consumed. While there are more online channels and messages we consume in a day, humans can only read, watch and listen to so much. 

What matters is relevance, and people are willing to give up information for content relevant to them. 

Forbes’ contributor Diane Mehta noted, “70% of Millennials say no one should have access to their data or online behavior. Yet 25% will trade it away for more relevant advertising, 56% will share their location for coupons or deals, and 51% say they’ll share information with companies if they get something in return.” Future customers are more than willing to give away personal data if it means that they get something in return, including a better digital experience. 

AI will help make this possible. Technology is nearing an autonomous content future that synthesizes content on demand, rather than just delivering more content.

The content that smartly creates and customizes itself to this generation will draw from internal content data and customer data to remain effective, relevant and stand out among the 5,000 ads a consumer sees a day

AI-powered content creates itself based on personalized data, over a lifetime

With personal data provided by the consumer, a Linguistic AI can easily select content it knows will interest the consumer in that moment in life. 

Consider a mother with two kids, who travels often for business, searches for a hotel for an upcoming family vacation. Rather than seeing hotel listings that showcase images or information on executive desks or business center, the Linguistic AI would recognize and instantly create a page that lists hotel amenities for children like a pool, proximity to an amusement park or on-site babysitting services, using her recent and local search terms, social media posts or most recent browsing behavior. 

In this future, most web pages are temporary. Once the site visit is over, the page goes away and new pages are synthesized for the specific momentary needs of each consumer. 

With the advancements in Linguistic AI and content generation, this reality may soon be with us. 

Intelligent content changes the digital landscape

Content relevance is now mission-critical – and this has fundamentally changed go-to-market product launches and marketing strategies of multinational companies. 

Customers expect to exert less effort to find content, and marketers require more evidence their content is impactful. This process and lifecycle of the content is much more sophisticated. 

Gartner predicts consumer and business spending on virtual personal assistant speakers will top $3.5 billion in 2021. With the increased presence of virtual assistants, and overall available data about customer journey context, marketers can accelerate buying cycles the more efficiently a hyper-relevant message is delivered to the right person at the right time. 

Filling the digital landscape with the correct data is the new battleground. 

Only the customer’s language matters, and AI helps you reach them all 

Along with consumers’ willingness to trade data for a better customer journey, the strongest companies of the future will continuously embrace AI to find more effective ways to harvest and maximize this data – and in turn, the linguists continually incorporate more meaningful and contextual context to make synthesized content more hyper-relevant and impactful.

With a machine-first, human-impact approach to content, we’re approaching a reality where automated translation is the new normal. 

In a sense, the future of multilingual is monolingual since the advancement of technology and skill-sets of translators lowers the barriers associated language. A company can focus on one language, that of the customer, versus worrying how it will deliver a relevant campaign in 200+ languages.

The future is now

No one wants to be lost in translation, especially when many word-for-word translations mean nothing or something different to non-native speakers.

In the never-ending quest for relevance, translators serve as a global organization’s secret weapon. Historically industrious decoders of language, prized for the number of words they translate, translators are transcreators prized for their ability in making a message resonate with the local audience that incorporates contextual meaning from idioms, culture, and history. 

Like the parking lots that will shrink in a world of self-driving cars, the static websites that will no longer exist, and the irrelevant content that will disappear from my online experiences – content will be synthesized on-demand based on buyer behavior and intent. 

This might seem impossible today, but as Arthur C. Clarke once said, “Any sufficiently advanced technology is indistinguishable from magic.”

To learn more about how Linguistic AI will advance marketing for global companies, take a look back at this three-part series on “AI in the Connected World.”

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In Part I of this three-part series on "Artificial Intelligence and the Connected World," we examine the role of Linguistic AI in content creation and how global marketers can prepare for a future where content creates itself, and prevent content "parking lots" or mountains where material may become obsolete or overlooked.
In Part II of this three-part series on "Artificial Intelligence and the Connected World," we examine the role of Linguistic AI in content translation and how for global marketers, this means more meaningful, timely and actionable content.
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