Biography
Biography: Susan Johnston
Abstract
Artificial intelligence is the use of computer systems to develop systems that can perform human tasks, and mimic humans for example through Visual perception, speech recognition, language translation and decision-making processes. Artificial intelligence is key to the development of media businesses, where an example of Google assistant is now a familiar feature in most business. In the digital media, Artificial intelligence tools can be used to differentiate different publishers in a crowded market by sending the correct message to the right clients at the set time. Media companies currently use Facebook and Google to transmit news information; this has enabled the businesses to fight fairly on the same platform. The digital media then provides to the user's relevant news that they desire at that time, like when you want to buy a new phone the systems can select a list and give you better options to choose from as from low prices to those discounted (Iliopoulos, 2017).
Currently, Artificial Intelligence is being used on programmatic media where they are using a demand-side platform (DSP) such as Google DoubleClick Bid Manager. Some of the keys feature brought to the business by Artificial Intelligence includes simplified procurement and buying process, real-time reporting, automated budget, and real-time bidding models that all contribute towards improving business performance. What it has is also implemented in doing business analytics and business engineering, where the media like social media will act as a workbench to collect user information of preferences and choices; it will also analyze the business competitiveness in the markets and lastly compare the business with other important companies of similar types. From the data collected the business can easily strategize or re-strategize on their business goals and work towards making more profits (Porter, 2018).
Artificial Intelligence tools used currently in the media include the: -
1. Google AdWords that optimizes the search engines such that using machine learning technology adverts will be displayed that might interest the users, based on their keywords, search item or device and your location.
2. Google Analytics and Pave AI are used for business analytics where they can analyze user data and give a plan to perform a strategic action. Pave AI uses graphs and charts to recommend actions and recommendations.
3. Facebook AI research helps communities to understand the importance of system automation and use of AI influenced advertisements.
Future impacts of AI to the media includes increases in job performances, reduced time of performing transactions and association of robots and humans working together to achieve organizations objectives. Other contributions of AI are the reduction in menial and tedious jobs and physically strenuous tasks. But all are not positive; some of the disadvantages include loss of employment by a replacement for more useful machines.
In conclusion, AI is key to the next phase of media where the business will compete in the similar platform with no bias, as long as they stick to the required rules and guidelines. Companies need to use the media to market themselves and their brands out there for others to see and make their conclusions on the products.