How AI-powered Mobile Apps Are Changing The Mobile Game?
Nov 15, 20194 min read
Chief Marketing Officer of Ideamotive. Travel addict and remote work advocate.
Artificial Intelligence is sometimes shown as a main driver of the next industrial revolution, where algorithms are the next steam engines and data being coal. But contrary to the steam locomotive, a good algorithm can be powered by a tiny lith-ion power cell in the smartphone.
Artificial Intelligence is prevalent in mobile devices in many ways. One of the best examples comes from the Xiaomi phones, where AI is tuning the photos in real-time. And the Chinese giant is not an exception – it is estimated that47% of established organizationsalready have the AI strategy for mobile devices. Considering the fact that up to 97% of mobile users already leverage the power and versatility of voice assistants it is not that surprising – the companies need to respond to the demand.
The mobile apps ecosystem is no exception when it comes to the AI revolution with AI-powered mobile apps being increasingly common.
How you can leverage AI in your mobile app
AI is a versatile technology that can be used in many ways, depending on the purpose the app is designed for. That’s basically the core of the AI business revolution – the ability to enhance nearly any process given, not to replace it neither to be a separate silo to operate independently from the rest of the company.
Artificial Intelligence companies are in fact all the companies that decided to power up their operations with AI – and what can be done in many surprising ways.Uber, the company that is, in fact, a vertical on-demand marketplace with drivers directly competing with taxi cabs, is doing heavy AI-powered operations within the company. Researchers are working on leveraging the cameras mounted on and in cars or leveraging conversational customer service within the app.
Considering that, there are at least several already existing ways to leverage machine learning in the mobile channel with inspiring Artificial Intelligence examples. Yet discovering them can requiresome AI consulting.
Customized and targeted content
The era of “all for all” content is finished with the new “one to one” paradigm. Consumers are up to 40% more likely to view items that are recommended based on the information they shared with the brand. And that’s basically anything, from the recently seen items to the most frequently looked categories. Also, the modern consumer is willing to share the information with the brand.Up to 70% of millennialsare willing to share browsing and shopping behaviors to get a better experience. But providing the data is one thing and handling them effective enough to get meaningful results that will be a competitive advantage is a whole different story.
Example:Netflix has sophisticated algorithms that track the user’s behavior and preferences not only to tailor the suggested content but also to create new ones, withHouse of Cards being the best example. Yet the powerful recommendation engine is currently one of the company’s greatest assets, seen regardless of the context of watching the video – be that a couch evening or 15 minutes chunk during commuting.
Supporting users in the performed task
This category includes all the automated and pre-constructed ways to support the repetitive and tedious tasks that are an inseparable part of daily business. Again – the way the AI supports the user with its work is highly dependant on the nature of the tasks to do.
Example:Google in the G Suite delivers a great deal of AI with auto-suggesting the text of the Gmail-written email being the best example. Also, this particular example shows how convention-based human communication is. The feature is extremely handy in Gmail's AI-powered mobile app, where writing is still less convenient than on a traditional keyboard. A great example of how to use AI in the Android app.
A paradox of making communication more human with robots is embodied perfectly with chatbots. According to Chatbot Report 2019by 2020, 80% of companies will use chatbots. Also, by 2022 banks will be able to automate up to 90% of their customer interaction by using chatbots.
The technology is versatile enough to serve multiple purposes – from complaint-handling to booking tickets and responding to any common question. Contrary to the static FAQ page, a chatbot improves user experience significantly by making the whole process more personal – even if there are no “persons” there on the company’s side.
Example:Amtrak, the US rail company, employed Julie, a chatbot that responds to popular questions and gives advice on planning the travel. Also, the automated assistant makes some subtle upselling based on the context of the conversation. Julie is so successful that it allowed Amtrak to increase booking by 25% and save over $1,000,000 every year, deliveringover 800% ROI.
Speech is the most natural way people communicate and the most convenient for most. Yet it poses multiple challenges for machines. People don’t always speak in a comprehensible way with multiple speech defects present. It is not a user experience friendly way of doing business to make people frustrated with stammering even more tormented.
Yet the AI-powered mobile app can leverage speech recognition in multiple ways, delivering a new context of being used.
Example:Automated assistants embedded within popular operating systems (Siri, Google Assistant) can control the device by voice, enabling the user to increase or decrease volume, change the music played without putting the focus off the road while driving. The chef can ask his or her mobile device to read aloud a recipe or to call someone for consultation – without taking out hands from some dirty cake-making. The ability to use the device in-the-background instead of focusing on it delivers new ways to use it and support daily tasks.
Why should you hop on the board?
Artificial Intelligence is comparable to the revolution delivered by the steam engine. The first one allowed to automate and support labor-heavy tasks in the days of the first industrial revolution. Artificial Intelligence is here to augment and support mundane and tedious tasks requiring heavy data analytics, strong focus, and based on conventions. AI consulting is getting a commodity in banking and financial services, delivering private-like banking to a growing number of customers.
The technology is currently in a phase of a silent, crawling revolution – millions of people use AI-powered services without even knowing it every day of their life. Google translate makes the foreign languages no barrier, Alexa suggests some good groceries and Netflix suggests “this cool show no-one ever heard about” – that’s only the tip of an iceberg when it comes to Artificial Intelligence examples.
With the silent revolution powering the changes, companies with no AI on the backend side will face a huge dropout of customers – the user experience will be weaker and the offer targeted less precisely.
Wondering how your mobile app can benefit from employing the AI, contact us for a free AI consulting session!
Michał is a digital marketing veteran with a growth hacking mindset and 10+ years of experience. His goal is building high-quality technological content, with particular emphasis on React and Ruby on Rails. Traveler, climber, remote work advocate.