Facebook has been the leading platform for social media marketing for years. However, remaining just a social media platform is not Facebook’s only goal. Their future projections include further development in three key technological areas: virtual reality, connectivity, and artificial intelligence. While these three areas are at the top of a lot of different companies’ priority lists, Facebook believes that advancing in these areas aligns strategically with their long-term goal of connecting the world and increasing the available marketing opportunities.
AI at the Core
Facebook’s work in Artificial Intelligence is on the leading edge of the industry and is the core element to their other future development objectives. Machine learning, language understanding, and computer vision are a few of the AI backed tools that will be the key in the development of new marketing services and products. Additionally, AI will play a major role in the further development, and deployment of virtual reality and connectivity.
Research, Platforms, and Production
Facebook’s extensive research is fueling the development of platforms that will enable more and more users to produce using AI. Here’s a brief look at some of the early variations of this model:
- FBlearner Flow: This is the core of all AI product initiatives at Facebook. It creates a variety of uses that are accessible to every employee at Facebook, even those who do not specialize in Artificial Intelligence. This product has rapidly enhanced the number of AI tests that are being performed.
- AutoML: This feature will automatically apply the results of one AI test to all other AI tests. Removing the time required for the new AI developments to be written into existing tests by engineers.
- Lumos: This simplifies access to computer vision and lets teams with little to no expertise use the tool. One way this can be used is in identifying inappropriate content on Facebook and speeding up the marketing process.
All of these programs work together to make AI development move even faster.
AI in Action
As a Facebook user, or someone marketing on their platform, there are benefits that AI creates that may go unnoticed. This could include posts being automatically sorted by relevance or text being automatically translated. Both create an extended reach for marketing efforts. Style transfer is an AI feature that applies directly to video. This would allow any artists style to be analyzed and immediately used as a filter for any video as it’s being taken. While that may not sound like a huge feat, it actually requires a highly complex AI model to be condensed in order to run directly on a mobile device. In turn this makes creating marketing videos on-the-go even easier.
With deep learning software running on mobile devices further opportunities are presented. This can include gesture and facial recognition. Of course, the early stage of this kind of technology begins as added entertainment value, but it won’t be too long before it creates options for enhanced marketing initiatives and simplified accessibility.
AI’s Role in VR
The AI advancements that Facebook is developing may not initially seem connected to VR, but they play a vital role in bringing VR to the next level. AI backed technologies will allow high-quality VR headsets to be developed that do not need to be connected to an external computer.
Additionally, advancements in speech recognition will further improve VR interactive and connective elements. You’ve probably heard people talk of VR as a direct marketing tool or being able to have VR meet-ups, in which cases speech recognition technology would be crucial to creating a realistic and immersive experience.
The Remaining AI Hurdles
While advancements in AI are moving rapidly there are still many issues to overcome in order to realize the full marketing and consumer potential of AI. While computers are advancing in their ability to understand visual scenes they are not able to comprehend contextual elements.
An example of this would be to imagine a bowl at the edge of a table about to fall off, while we can see that there is a bowl and a table and the bowl will surely fall off next, the computer is limited to seeing a bowl and a table. The computer’s inability to understand what will happen next is due to their lack of contextual understanding, both in the immediate example and of the world in general.
While “maps” can be provided to grant greater contextual understanding, there is still the underlying issue that our world is not neatly organized. Predictive learning will be the key to enabling AI to grasp a further understanding of the real world and developing a broader context. The same process of observing, theorizing, and reasoning that a child uses must be employed by AI in order for its contextual understanding to come full circle. While the advancements in AI that Facebook and others have already developed are already showing valuable improvements for marketing and consumers, there is still much work to be done.
To Your Best Online!
Ingrid Griffin, Internet Marketing Consultant. Blue Dress® Marketing, an Internet Marketing Company headquartered in Knoxville, TN. Internet Marketing Developed, Implemented and Managed to Full Circle! Organic Internet Search Engine Guru. Turn Key Internet Optimization Programs Placing You Everywhere and Anywhere You Need to Be Online®