There’s been a lot of talk in the accounting industry about the impact of artificial intelligence. Artificial intelligence (AI) isn’t just something that may impact the industry, AI is already changing the way firms implement marketing and business development efforts.
What is Artificial Intelligence?
Artificial intelligence is machine learning software. In other words, it is technology that modifies or trains itself based on human behaviors. For example, you receive an email and click on the link that takes you to a landing page. From there, you complete a form to receive additional information. The program notes actions and learns from your behaviors to make predictions about your intentions or interests. It then makes adjustments to enrich your next interaction by personalizing your experience.
With the ability to utilize data and patterns to reproduce and repeat certain tasks, these applications often negate the need for humans to be at the helm every moment of every day. From self-driving cars to chess-playing computers, this phenomenon has moved from the lab to our everyday lives. As you might imagine, AI is also quickly revolutionizing the way firms interact with clients and prospects.
The Benefits of Artificial Intelligence
Artificial intelligence accelerates and simplifies tasks, eliminating the potential for errors, and even enhances client engagement.
Artificial intelligence is everywhere—you just may not realize it yet. There are dozens of ways your firm can utilize artificial intelligence. Here are three key ways:
If contemplating adding AI to your marketing mix, it's important not to take on too much too soon. If you're completely unfamiliar with AI – or if you only know a little bit about it – take the time to work through an implementation plan. It’s a powerful tool if implemented properly.
The Future is Here
Artificial intelligence is shifting the focus from mundane, repetitive tasks to more strategic, value added roles. In the coming years, expect to see AI make an impact in industries such as agriculture, information and communication, manufacturing, and financial services. If you serve clients in those industries, you should start exploring how AI will impact their businesses. In the meantime, let AI enhance the way you market your firm.