8 Basic AI Terms Marketers Should Know

Marketing in the age of AI


8 Basic AI Terms Marketers Should Know

Reading time: 2 1/2 minutes

Artificial intelligence. Most people know something about it. Some embrace it, while others fear it. Almost all of us are using it every day. AI is predicted to have trillions of dollars of annual impact, yet most marketers don’t understand it. In most cases it won’t replace human work, but it can give

 marketers and brands superpowers beyond current marketing efforts. Implementing AI strategies can lead to increased productivity and efficiency, increased revenue growth and a greater

 ROI on marketing spend. 


As the technological pace of change and the challenge of reaching customers and prospects through the glut of online “noise” increases, AI will continue to provide more effective and increasingly customized solutions. But AI is confusing for many marketers. In this post, we’d like to define what it is and share some of the basic terms associated with it as a starting point for learning about its marketing potential. 

Artificial intelligence refers to machines that can learn, reason and act for themselves in the same way that humans can. In simplest terms, it is “making machines smart.” Following is a short list of some of the most important concepts to know as you begin learning and thinking about AI.


These are simply a series of steps used to solve a problem. Many algorithms are built to tell machines what to do, but with advanced AI, machines can create their own algorithms that can open new paths and create new opportunities.


The process of replacing either part or all of an activity previously performed by a human with a machine. A simple example would be the ability to automatically send emails based on predetermined user interactions. AI will enable machines to perform higher level cognitive tasks than was before possible.

Big Data

Extremely large data sets that can be analyzed to reveal trends and patterns relating to human behavior. Machine learning uses big data.

Deep Learning

An AI function that mimics how the human brain processes data and makes decisions. An example would be the ability of self-driving cars to automatically detect objects like stop signs, traffic lights and pedestrians.

Machine Learning

A series of algorithms that find patterns in huge amounts of data. These patterns are then used to make predictions. Examples would be speaking to Alexa, recommendations of shows or products on Netflix or Amazon, songs on Spotify, your Facebook or Twitter feed and your Google searches. Each of these platforms is collecting as much data about you as possible and then making an educated “guess” about what else you would like. 

Natural Language Generation

An AI technology that takes structured data and turns it into a written or spoken narrative. 

Natural Language Processing

A technology that interprets human language with an acceptable level of accuracy. Google Translate, Apple’s Siri and Amazon’s Alexa are examples.


Robotics are not artificial intelligence. Rather, this field uses artificial intelligence in its creation of physical automatons.

AI is still in its early stages of development. There is a real chance for you to get on board with AI marketing before your competitors do. Begin learning about AI and the tools that might work for you and your company or institution to achieve your objectives. We’ll be providing tips and tricks throughout this blog, so keep your eye on our posts.

If you are interested in learning more about AI marketing to help grow your business, why not download our free guide, The Smart Digital Marketer's Intro to Artificial Intelligence? Click the button below to get it.

Get My Guide Now