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Szene",{"id":599,"name":22,"link":600,"description":601,"icon":350,"children":-1},"cmirjrv0z748o07taazu327t2","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fnewsletter\u002F","Wöchentliche Fintech-News in dein Postfach",{"id":603,"name":19,"link":604,"description":605,"icon":606,"children":-1},"cmirjrv0z748n07tat3p8h7fv","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fkontakt\u002F","Anfragen zu Kooperationen, Sponsoring und Events","message_square",{"id":608,"name":609,"link":610,"description":611,"icon":407,"children":-1},"cmirjrv0y748m07tageylmbnr","FFWD26","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Ffinance-forward-ffwd26\u002F","FFWD auf den OMR26 Bühnen",[],{"glossary":614,"previousGlossary":776,"nextGlossary":780},{"__typename":615,"id":616,"name":617,"description":618,"seoAttributes":770,"slug":775,"topicPageRedirect":102},"Glossary","clje0xgr626bf0bujtbhd6xw7","Artificial Intelligence (AI)",{"__typename":619,"json":620,"references":769},"GlossaryDescriptionRichText",{"children":621},[622,643,648,652,656,660,664,675,679,683,753,757,761,765],{"type":623,"children":624},"paragraph",[625,627,633,635,641],{"text":626},"Unter Artificial Intelligence (AI) – auf Deutsch ",{"href":628,"type":629,"children":630},"https:\u002F\u002Fomr.com\u002Fde\u002Ftopics\u002Fkuenstliche-intelligenz","link",[631],{"text":632},"künstliche Intelligenz (KI)",{"text":634}," – wird ein Teilgebiet der Informatik verstanden, welches sich damit beschäftigt, Aspekte menschlichen Denkens und Handelns mit Computern nachzubilden. Die Automatisierung intelligenten Verhaltens und das Maschinenlernen sind dabei wichtige Punkte. ",{"rel":636,"href":637,"type":629,"children":638,"openInNewTab":479},"noopener","https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fmachine-learning",[639],{"text":640},"Machine Learning",{"text":642}," ist ein zentraler Teilbereich von Artificial Intelligence.",{"type":644,"children":645},"heading-two",[646],{"text":647},"Was ist Artificial Intelligence?",{"type":623,"children":649},[650],{"text":651},"Artificial Intelligence beschäftigt sich damit, intelligente Maschinen zu entwickeln, die im besten Fall menschenähnlich oder noch effizienter handeln und dabei eigenständig Probleme lösen. Die Entwicklung, dass Maschinen lernen können, ist dafür ein entscheidender Schritt. Es müssen keine starren Regelsysteme mehr programmiert werden, vielmehr kann die Maschine Beispiele anhand von Daten analysieren und mithilfe selbstlernender Algorithmen bestimmte Muster und Gesetzmäßigkeiten erkennen. So können Daten miteinander verknüpft und Zusammenhänge wie Rückschlüsse und Vorhersagen getroffen werden.",{"type":623,"children":653},[654],{"text":655},"Für den Marketingbereich sind diese Entwicklungen sehr interessant. Das automatisierte Handeln von Tools zur Auswertung von Daten oder in der Kommunikation unterstützt Unternehmen darin, ihre Kund*innen und die Zielgruppe so genau wie möglich zu kennen und sie persönlich anzusprechen. Das verringert Streuverluste. Die Technologie der Artificial Intelligence kann besonders in den digitalen Marketing-Teilbereichen Performance-Marketing, Suchmaschinenoptimierung, Affiliate-Marketing und bei Display-Anzeigen angewendet werden. ",{"type":623,"children":657},[658],{"text":659},"Im Folgenden werden die bisherigen Einsatzbereiche von Artificial Intelligence im Marketing vorgestellt.",{"type":644,"children":661},[662],{"text":663},"Artificial Intelligence im Marketing",{"type":623,"children":665},[666,668,673],{"text":667},"Im Marketing kann Artificial Intelligence Unternehmen darin unterstützen, die Schritte der ",{"rel":636,"href":669,"type":629,"children":670,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Fglossary\u002Fcustomer-journey",[671],{"text":672},"Customer Journey",{"text":674}," zu verbessern. Dies gelingt mit maschinell gesammelten, detaillierten Informationen zu den Kund*innen und Prozessen, die trotz Automatisierung personalisiert sind. ",{"type":623,"children":676},[677],{"text":678},"Mithilfe von Big Data und Artificial Intelligence (AI) können Unternehmen umfangreiche Analysen und Prognosen ihrer Kund*innen und der Zielgruppe vornehmen und so in Zukunft kundenorientierter arbeiten.",{"type":623,"children":680},[681],{"bold":479,"text":682},"Einige Anwendungsbeispiele zeigen, wie Artificial Intelligence den Marketingbereich unterstützten kann.",{"type":684,"children":685},"bulleted-list",[686,709,724,739],{"type":687,"children":688},"list-item",[689],{"type":690,"children":691},"list-item-child",[692,694,696,701,703,707],{"bold":479,"text":693},"Bots im Kundenservice:",{"text":695}," Die Kommunikation mit dem Kundenservice hat sich aufgrund des Internets bereits geändert. Live-Chats, bei denen Probleme oder Fragen schnell geklärt werden können, werden immer beliebter. In Zukunft wird Artificial Intelligence in diesem Bereich eine große Rolle spielen. Bots sind Computerprogramme, die auf Fragen „menschlich“ antworten können. Sie haben Zugriff auf umfangreiche Daten und können so besonders effizient und persönlich Antworten liefern. Eine Übersicht beliebter ",{"rel":636,"href":697,"type":629,"children":698,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fcategory\u002Fchatbot",[699],{"text":700},"Chatbot-Software",{"text":702}," findest du auf ",{"rel":636,"href":270,"type":629,"children":704,"openInNewTab":479},[705],{"text":706},"OMR Reviews",{"text":708},".",{"type":687,"children":710},[711],{"type":690,"children":712},[713,715,717,722],{"bold":479,"text":714},"Einkaufen mithilfe intelligenter Online-Assistenten:",{"text":716}," Smart Speaker wie Google Home oder Amazon Echo werden über die Sprache gesteuert (",{"rel":636,"href":718,"type":629,"children":719,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fcontenthub\u002Fvoice-search",[720],{"text":721},"Voice Search",{"text":723},"). Sie beantworten nicht nur Fragen, deren passende Antworten online gesucht werden, sondern ermöglichen es den Nutzer*innen mithilfe ihrer Sprache und der Maschine online einzukaufen. Der gleiche Prozess, diesmal über schriftliche Sprache gesteuert, ist auch per Chatbot möglich. Unternehmen können darüber direkt Bestellungen entgegennehmen.",{"type":687,"children":725},[726],{"type":690,"children":727},[728,730,732,737],{"bold":479,"text":729},"Persönlich zugeschnittene Werbeanzeigen und Werbe-E-Mails:",{"text":731}," Big Data ist das Stichwort – dank der großen Datenfülle können Online-Anzeigen mithilfe von Artificial Intelligence intelligent und effizient geschaltet werden. Das Zusammenbringen von Informationen zu ",{"rel":636,"href":733,"type":629,"children":734,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fkeywords",[735],{"text":736},"Keywords",{"text":738},", Social-Media-Profilen und Onlinedaten hilft dabei, menschliches Verhalten abzuleiten und Werbeanzeigen passend auszuspielen. Durch automatische Systeme können außerdem unterschiedliche Werbeplattformen getestet und das Targeting optimiert werden.",{"type":687,"children":740},[741],{"type":690,"children":742},[743,745,747,751],{"bold":479,"text":744},"Optimierte Suchergebnisse (SEO):",{"text":746}," Dank Online-Suchmaschinen ist es mittlerweile schnell und einfach, die Dinge zu finden, nach denen gesucht wird. Mithilfe von Artificial Intelligence können Suchmuster von Nutzer*innen analysiert und hilfreiche Informationen generiert werden. Dies unterstützt Unternehmen darin, herauszufinden, wie sie sich zielgerichtet für ihre Kund*innen platzieren sollten und was benötigt wird, um zu Beginn einer Kundensuche dank ",{"rel":636,"href":748,"type":629,"children":749,"openInNewTab":479},"https:\u002F\u002Fomr.com\u002Fde\u002Fdaily\u002Fglossary\u002Fseo-suchmaschinenoptimierung",[750],{"text":309},{"text":752}," zu erscheinen.",{"type":644,"children":754},[755],{"text":756},"Zusammenfassung",{"type":623,"children":758},[759],{"text":760},"Artificial Intelligence gewinnt im Marketing immer mehr an Bedeutung. Aufgaben, die bis jetzt noch von Menschen übernommen werden, wie bspw. die Arbeit im Kundenservice oder das Betreuen von Online-Werbeanzeigen, könnten in Zukunft immer stärker von Computern übernommen werden. Besonders in Bezug auf das Sammeln, Aufbereiten und Analysieren von Daten wird der Einsatz von AI-Systemen durch die immer größer werdende Datenmenge wichtig. ",{"type":623,"children":762},[763],{"text":764},"Für Unternehmen steckt das Potenzial von Artificial Intelligence darin, mithilfe der Technik, die Kund*innen besser zu verstehen und passend mit ihnen zu interagieren. Dies fördert die Verbindung zwischen Kund*innen und Unternehmen. 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