Kunstig intelligens effekt på markedsføring og samfunnet

Kunstig intelligens effekt på markedsføring og samfunnet

Artificial intelligence (AI) eller kunstig intelligens som vi sier på norsk, er i vinden nå om dagen. Det er et utrolig hett emne og man leser og hører om det nesten daglig. Spesielt fra de store mediehusene. I dette blogginnlegget ønsker jeg å gjøre deg mer bevisst på hva kunstig intelligens er, hvilke endringer som vil skje grunnet dette og hvordan det blir og kan bli brukt innenfor markedsføring.

 

Kunstig intelligens kan beskrives som maskinlæring, det handler om at man lager programmer, der «programmet» skal lære seg hvordan det skal oppføre seg og tilegne seg ferdigheter og kunnskap basert på egen erfaring, uten menneskelig hjelp.

 

I Norge vil man tvinges til å omskolere seg. Arbeidsledigheten kan øke. Hva skal sjåførene til Ruter gjøre når jobbene blir tatt fra dem? Ruter skal allerede begynne å teste 10-20 selvkjørende busser på enkelte strekninger i Oslo og Akershus i år, altså 2018! Transportbransjen spås en usikker fremtid i møte, sammen med så mange andre bransjer, der robotene minst like bra kan gjøre jobben din. Og yrker som regnskapsfører, saksbehandling, rådgivning og veiledning, alt dette basert på store mengder data vil robotene kunne gjøre raskere og mer presist enn oss mennesker. Jobber vil forsvinne, det må vi bare erkjenne. Mange arbeidstakere må omstilles. Men digitalisering, slik som kunstig intelligens er en del av vil også føre til flere tusen nye jobber, det spås så mye som 30.000 nye jobber vil etableres de neste 20 år. Så det vil altså skapes arbeidsplasser, ikke bare fjernes med kunstig intelligens. Vi mennesker kan også bli satt til å gjøre andre arbeidsoppgaver som ikke kunstig intelligens kan enda.

 

Det blir svært spennende å se hvordan dette vil påvirke samfunnet slik vi kjenner det i dag. Tenkelig vil Norge komme godt ut av denne utviklingen som land, da vi har et relativt høyt snitt på utdanning. I Norge er arbeidskraft generelt sett dyrt, derfor blir mye av produksjonen ofte outsourcet til Kina og andre lavkostland. Med kunstig intelligens og roboter i Norge, vil vi kunne konkurrere smart mot disse lavkostlandene. Lavkostlandene vil nok merke store forandringer fra slik vi kjenner samfunnet i dag, når kunstig intelligens og robotene blir billigere i arbeidskraft enn oss mennesker. Kunstig intelligens vil derfor sannsynligvis være bra for Norges industri, ved at robotene kan ta over deler av produksjonen. Roboter tar heller ikke betalt i form av lønn.

 

Google er naturligvis en bedrift som satser tungt på kunstig intelligens, og kjøpte opp et selskap kalt DeepMind i 2014 for 600 millioner dollar. De er verdensledende på område kunstig intelligens. Og Google ser allerede resultater på at denne investeringen kan bli svært lønnsom. Det brukes normalt veldig mye energi i datasenteret for å holde servere kalde, mens de er på. For å redusere energien og spare penger bruker Google nå kunstig intelligens til å håndtere strømforbruket på disse datasentrene. Resultatet ble en reduksjon på mengden strøm som ble brukt til avkjøling på hele 40%. Tidligere har Google sin algoritme slått legendedatamaskinen Stockfish i sjakk, ved kun egen læring ved å spille mot seg selv. Det spås at kunstig intelligens vil gjøre arbeidsoppgaver mer effektivt og redusere kostnader uten unødvendig bruk av ressurser.

Systemer med kunstig intelligens er også noe som aktivt blir brukt og forsket på av kjente, populære selskaper som Facebook, Netflix og Amazon. Og det satses utrolig mye på forskning også på hjemmebane. I Norge har Telenor, NTNU og SINTEF gått i spissen for å etablere en AI-lab på NTNU, for å utvikle nye algoritmer for norske problemer.

 

 

 

Et naturlig tema for meg å ta opp på dette blogginnlegget blir hvilken effekt kunstig intelligens vil ha på markedsføring. Det er fortsatt usikkert hvor mye dette vil ha å si markedsføringsbransjen, men vi ser allerede nå på endringer der kunstig intelligens blir brukt ved at dataene gjør mer på egenhånd. Vi legger eksempelvis inn størrelsen på målgruppen vår, mens algoritmene forsøker å nå ut til de ”riktige” personene. Kunstig intelligens blir også brukt mye når det kommer til relevans av innhold på nettsider. Eksempelvis hvis du er interessert i et produkt hos Komplett.no vil du få opp en beskjed om at ”kunder som kjøpte produkt X, kjøpte også produkt Y. Dette vil også bli bedre over tid og mer korrekt når Komplett sine algoritmer har mye data å bygge på. Det forbedres altså med tiden. Slik kunstig intelligens ser vi også hos Netflix. Deres anbefalingssystemer gir oss anbefalinger basert på det man tidligere har sett på strømmetjenesten og en prosentvis sannsynlighet for at du vil like foreslåtte film/serie. Det ryktes også at Netflix har økonomiske intensiver i sine algoritmer, som gjør at de ”billigere” filmene/seriene som passer deg, blir anbefalt til deg først, slik at Netflix tjener mer penger.

 

Det er nærliggende for meg å tro at mye vil bli mer automatisert med tiden og at kunstig intelligens vil gjøre arbeidsoppgaver bedre for oss menneskene, men at vi stadig må være nødt til å følge med og sette regler for disse såkalte robotene. Jeg tror kunstig intelligens ved markedsføring av eksempelvis nettbutikker vil bli bedre på å kunne skreddersy reklamer og innhold rettet mot akkurat dine interesser og det du ønsker å kjøpe. Disse systemene klarer å sammenligne data, finne mønstre og prosessere gigantiske mengder data på utrolig kort tid, noe som er svært vanskelig for oss mennesker. Tidligere har ikke dette vært mulig, men med nyere teknologi har det åpnet seg nye muligheter. Systemene vil ikke gi informasjon om det du allerede har kjøpt og er ferdig med å se på. En tenkelig drømmesituasjon må være at du ved hjelp av systemene treffer kun de personene du ønsker med markedsføringen, og slipper unødvendig segmentering.

 

Dette kan oppfattes positivt, men også negativt for oss forbrukere. Det blir uansett spennende å se hvordan utviklingen blir, og hvor fort den vil påvirke enda mer av vår hverdag. De store selskapene som Google og Microsoft er nok de som går i bresjen for dette og vil være med på å styre utviklingene i årene fremover.

 

Ressurser:

https://www.aftenposten.no/osloby/i/mq00g/Oslo-far-utslippsfrie-selvkjorende-busser-i-2018

https://www.theverge.com/2016/7/21/12246258/google-deepmind-ai-data-center-cooling

http://contentmarketinginstitute.com/2017/08/marketers-use-artificial-intelligence/

https://www.forbes.com/sites/andrewstephen/2017/10/30/ai-is-changing-marketing-as-we-know-it-and-thats-a-good-thing/#5fab85fdc407

https://www.linkedin.com/pulse/15-applications-artificial-intelligence-marketing-robert-allen

https://forskning.no/meninger/kronikk/2016/05/vi-blir-alle-utkonkurrert-av-kunstig-intelligens

https://www.tu.no/artikler/fersk-rapport-digitalisering-vil-skape-30-000-nye-ingeniorjobber-i-norge-de-neste-20-arene/415717?utm_source=newsletter-2018-01-09&utm_medium=email&utm_campaign=newsletter

https://www.nrk.no/ytring/kunstig-intelligens-til-folket_-1.13657434

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