Thought Leadership

Can Artificial Intelligence and Bots Provide a Return on Relationship?

Have you ever heard of Return on Relation (RonR)? Social Marketing Strategist, Author, Speaker, and Provocateur Ted Rubin explains how this concept applies to artificial intelligence in order to create trustworthy relationships in our everyday interactions. Let's take a look at how bots and AI can be a part of this organic process.

By Ted Rubin
November 3, 2020

When I first heard about bots and artificial intelligence (AI), my mind immediately went back to the era of automated marketing software. You remember, the software that auto responds to everything imaginable.

It still exists, nothing really new about it other than getting a templated Linkedin connection request usually mentioning how we share mutual connections or groups. Like clockwork, you approve it and the automation triggers a flurry of asks, pitches, and offers to join their “Mastermind Program.” If people would stop trying to look for the magic marketing pill and simply start manually searching for people that are on the same path and align with your values and goals—that’s where genuine connections happen.

Trust is the next step and is built through interaction, as in personal introductions, sharing valuable information, and including them in a business opportunity. This positioning leads us into a return on relationship, which is the value that is accrued over time by a person or brand due to nurturing a relationship.

So how can a bot or artificial intelligence be a part of that organic process?

Good use of bots

Bots are simple automated tools, so keep their tasks low level and simple.
Keyword-based inputs that execute actions.
Identify potential connections on social media platforms at scale.
Simple engagement—follow, unfollow, and like actions.

Poor use of bots

Forcing bots to perform complex tasks.
Allowing bots to actually comment on potential social media connections.
Trying to respond as if real engagement.
When they need to learn from interactions.

Artificial intelligence is on a different level than the traditional bot

AI uses deep learning to receive data and interpret it. Programmers don’t determine these interpretations either. Obviously, this is a rapidly developing technology that marketers and brands are implementing in everyday workflows. As AI develops further, you will see it eliminate a lot of jobs, transforming the workforce.

So instead of having a director lead and manage people, he or she will be managing their AI interactions. In my mind, I’m picturing us all having one of those J.A.R.V.I.S. assistants like Tony Stark had in the movie Iron Man. Now, does that help with your personal relationships? If used correctly, probably. If AI can take routine tasks and simple work functions off my desk, that allows me more time to engage with my community of friends and connections.

Over the last few months, I’ve been working with some developers that are experimenting with an artificial intelligence article generator. Since this is relevant to this topic, let’s run a test and see how good it can write.

Topic: artificial intelligence
Sub-keywords: benefits of using artificial intelligence
250 words

Here we go… Everything in italics is written by artificial intelligence.

Why Is Artificial Intelligent Computing So Exciting?

Why is artificial intelligence such a big deal? Artificial intelligence research projects are projected to continue growing rapidly as the years pass. As technology advances and becomes more accessible to the general public, computers will become more capable of performing complex tasks. One of the most likely areas where AI is likely to be found will be within a commercial manufacturing industry. With many people working in the manufacturing industry and no shortage of skilled labor, the need for humans who can operate in the manufacturing environment will likely continue to diminish. This means that the cost savings from utilizing artificial intelligent computers to perform mundane tasks, such as completing business processes, can be passed along to the consumer.

Why is artificial intelligent computing such a big deal? The fact of the matter is that it has the potential to revolutionize industries across the board. With advancements in the area of artificial intelligent computing, we will likely see a future where artificial intelligence has replaced most of the jobs currently available in some industries, including telecommunication and medicine. AI will enable computers to perform jobs that are currently too complex for human beings. While it may be a long time until artificial intelligent computers do completely replace human beings in the workplace, it is important to understand the implications. A computer will be able to perform many tasks that an average person cannot currently perform or do tasks that humans are simply too physically weak to perform.

Why is artificial intelligent computing so exciting? In some ways, the excitement for this technology comes from the idea that it represents a shift in human technology. If the advances in artificial intelligent computing continue to advance at a steady pace, it is likely that we will see a time when most people are able to perform tasks that they once could only dream about. It is also important to realize that there are many risks involved when relying on artificial intelligent computers.

The good and the bad of AI

So, after reading that, it seems like AI has a little ways to go before it replaces actual human writing. You do realize there are some bad acting marketers out there using it to try and game SEO and social algorithms, or resell it as “real” article writing services. Like all technologies, there are good sides and bad sides. It will be interesting to see how artificial intelligence self-learning progresses and if it one day can outthink humans.

Scary stuff, when we lean toward replacement versus augmenting and supporting. I’ll stick with manually connecting with people and building a natural community online and using tools to support that effort instead of replacing my skills and those of our employees.

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