Modeling Human Behavior Through AI-Powered Marketing

Modeling Human Behavior Through AI-Powered Marketing

Digital marketing balances between computing performance and human intuition that can accelerate applications. How else do marketing teams utilize AI?

Early successes in bringing AI to marketing may reveal patterns in human thought and behavior that can translate to other applications. Tech companies that have dominated and transformed the marketing industry have been leaders in AI development; consider popular human-like assistants, including Siri from Apple, Alexa from Amazon, and Google Home. The marketing industry has proven itself a worthy testing ground for innovation in AI and, particularly, in modeling human behavior and understanding AI-human interaction.

Decision-Making Algorithms

As AI has started trickling into aspects of daily life, there has been an increased need for machines to “think” the way humans do. With increased awareness of the ethical and moral implications of AI, experts have focused on decision-making algorithms of self-driving cars, predictive policing, and autonomous weapons, to name a few. These are particularly difficult models to train, as historical data may be strongly biased. To avoid potential catastrophe, these algorithms must sufficiently understand human cognition to make the same choice a morally conscious human would tend to make under similar circumstances.

Both humans and machines rely on patterns for cognition, but critics of AI are worried that machines are unable to truly understand human thought. Current limitations of AI hinder a machine’s ability to use abductive reasoning or creative thinking. However, machine learning models have demonstrated immense progress in recreating human behavior patterns, with much of the leading research stemming from digital marketing.

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