Artificial intelligence(AI)
AI
AI
Artificial intelligence is the umbrella term for software that performs tasks normally requiring human judgement: understanding language, recognising patterns, predicting and deciding.
AI is not one technology but an umbrella. It covers machine learning (systems that learn from data), language models that understand and generate text, image recognition and recommendation systems. What they share: they work from patterns in data, not from rules someone wrote out in advance.
In marketing you meet AI in three places. In ad platforms that bid and target themselves, in tooling that produces content, images or analyses, and in search behaviour: people increasingly ask an AI assistant instead of a search engine.
The limit is what a model actually knows. It calculates probabilities and can write something wrong very convincingly. Checking facts, sources and tone is therefore not a luxury but part of the work.
Tip
Check upfront where data ends up and whether it's used to train models. That way you adopt AI without surprises about your company and customer data.
Related terms
- Generative AIGenerative AI is AI that creates new content: text, images, audio, video or code, based on an instruction in plain language.
- LLMAn LLM is a large language model trained to predict the next word, which lets it understand and generate text. ChatGPT, Claude and Gemini run on them.
- AI agentAn AI agent is a system that uses a language model not only to answer but to act: fetch data, use tools and perform actions in other systems.
- PromptA prompt is the instruction you give an AI model. The clearer the role, goal, context and required format, the more usable the answer.