It wasn’t so long ago that artificial intelligence, or AI, was considered the stuff of science fiction- a novel and faraway concept existing only in fantasy. Today, however, it has become a reality and can often be found at the top of trends to watch lists. It has an expansive reach, affecting both the aging services industry and how it is marketed. According to Forbes, artificial intelligence is present at every point in the care-pathway, from biometric information tracking to disease diagnoses to treatment. It also helps enhance senior living services like home health monitoring and fall detection.
In terms of marketing, artificial intelligence is much more heavily utilized. It is increasingly being used to help implement mechanisms that save marketers time, removing laborious legwork and leaving more time to focus on strategizing and looking at the big picture. For example, AI can help divide customers into segments, which marketers can then examine and use to ascertain customer motivations and devise need-based marketing systems. For aging services organizations like senior care facilities, this could include separating potential residents and their family members into separate customer personas. This can be done due in part to the abundance of user and customer data available to marketers in the digital age.
Marketers can easily obtain troves of data, which before now would have taken weeks or even months to parse and analyze, and the power of AI doesn’t stop there. Once the market segments have been identified, AI can help target them with smarter ads by analyzing social media profiles, keyword searches and other elements. What’s more, its systems will continue learning and building upon themselves, allowing more effective targeting and campaigns, while reducing waste by avoiding avenues that don’t work.
Another quickly growing facet of artificial intelligence is the chatbot. Chatbots often pop up in a lower corner of a website, offering to help answer questions. While some may view them as a nuisance, they’re actually a very valuable tool for both consumers and marketers. In fact, the global market for chatbots is expected to grow to $1.25 billion by 2025, with a 24.3% compound annual growth rate. As mentioned, chatbots can help answer questions instantly, which can help internet users acquire the information they’re seeking without the need for a company to pay a customer service representative. This can be especially helpful for seniors or their family members seeking answers about care facilities, or even trying to schedule a tour.
AI is no longer just a sci-fi plot, it has arrived – luckily for marketers! Stay tuned to our blog for more industry insights.