There’s been mass interest in artificial intelligence (AI) with companies such as Google investing billions of dollars annually in developing different AI-related technologies. The rate of expansion for AI is unlike anything we’ve seen before with healthcare, education, and finance each putting forth big investments. Mobile app developers have taken notice of the ongoing developments in AI, beginning to incorporate them into app personalization. The result – significant improvements in user satisfaction and retention.
Within a mobile context, there are few restrictions to how AI can be used. Currently, AI has taken the form of chatbots and context-aware sensors though there are endless uses for the growing body of tech. Some of the world’s biggest companies have been paying attention. It is estimated that more than 200 of the world’s largest companies will accommodate AI into enterprise mobile applications by the end of the year.
At the centre of the rise of AI in mobile applications are user preferences and consumer trends. Putting it simply, users want to have personalized experiences with their apps. The expectation is increasingly predictive mobile applications and in order to deliver a strong performance, artificial intelligence is almost a requirement. There are numerous applications who use AI to fulfill a range of requests including food orders, such as with Taco Bell’s TacoBot and Starbucks’ My Starbucks Barista. These are early examples of how applications are going ‘smart’ with AI in large part to thank. Smartphones are ideal devices to use for AI-infused apps as they provide location information and have the potential to access microphone or camera with consumer permission. The latest release of smartphones even have face recognition AI tech embedded into the devices. Through features like these, it becomes easier than ever before to create customized consumer experiences that are accurately contextualized to a consumer’s behaviour and preferences.
The most impressive examples of AI-dominated applications are voice-controlled assistants such as Amazon’s Alexa which has our highest ranking in this category. There’s also Google Home, Microsoft’s Cortana, and Samsung’s Viv among others that are not far behind. These applications are already changing the way some consumers interact with their favourite brands. Though these technologies are still in their early stages, consumers have already expressed their desire for more. Developers are hard at work attempting to deliver the next iteration of their respective voice-enabled AI applications. What is clear is that mobile apps are what’s largely steering AI development right now – at least as it pertains to marketing. AI is just beginning to find its way into cars, outside the home, and in a variety of places you may not expect.
Though it’s easy to focus on how this impacts consumer, AI mobile apps are set to fundamentally change how marketing works. If you think about, a whole new arena is being created for brands to toy with.
To find and engage users, brands are going to have to develop strategies to capitalize on AI-friendly mobile apps. The data that such applications are able to collect may be invaluable to the bottom line of so many businesses, as they create personalized interactions that would not otherwise be possible.
Interactions with users can become more meaningful by using the AI-enabled tools and algorithms. Any forward-thinking company or entrepreneur is highly encouraged to begin exploring the extensive world of AI mobile applications and find ways to incorporate artificial intelligence into their own consumer interactions.