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4 Types of Artificial Intelligence and Which Marketers Use the Most

Exploring the Four Main Types of Artificial Intelligence and Their Impact on Marketing

Artificial intelligence (AI) has been revolutionizing the marketing industry for some time now. You may already be using AI-powered tools without even realizing it. However, it's crucial to understand how this technology works to maximize its potential for your marketing strategies. In this article, we'll delve deeper into the four main types of artificial intelligence and how they can power your marketing efforts.

Types of AI

The four main types of AI are reactive machines, limited memory, theory of mind, and self-aware. Reactive machines react and respond to different prompts without using memory or a broader understanding of context. Limited memory AI can learn from a limited amount of data or feedback but doesn't "bank" any memories for extended periods. Theory of mind AI can understand the mental states of humans, while self-aware AI understands human emotions and has its own emotions, needs, and beliefs.

Reactive Machines

Reactive AI is commonly used in game design to create opponents that respond to your actions, movements, or attacks in real time. It powers marketing tools such as chatbots, which use reactive AI to respond to messages with the right information. These programs are popular in customer service and can boost the productivity of marketers. Reactive AI can also analyze customer behavior, campaign performance, and market trends, providing insights that can help optimize campaigns on the fly.

Limited Memory

Limited memory AI can analyze large amounts of data, helping marketers make smarter decisions about their strategies and tactics. It can also make predictions and recommendations based on this data. However, it isn't foolproof and can make mistakes or provide inaccurate predictions, especially when working with outdated data.

Theory of Mind

Theory of mind AI can interact with humans more effectively because it understands their needs, goals, and motivations. If an AI system can understand the frustrations of a disgruntled customer, for example, it can respond more tactfully. However, it's still in its early stages, making it difficult to predict when it will become a reality.

Self Aware

Self-aware AI is seen as the next phase in the evolution of theory of mind, where machines are able to understand human emotions and have their own emotions, needs, and beliefs. Currently, this type of AI only exists hypothetically.

The Stages of AI

AI has three stages, largely defined by its ability to replicate human capabilities. Narrow Intelligence (ANI) represents most AI systems that exist today. General Intelligence (AGI) is the next evolution of AI, allowing systems to learn and adapt to new situations, think abstractly, reason, and solve problems. Superintelligence (ASI) is an advanced form of AI that surpasses human intelligence, enabling it to solve complex problems, create new technology, and make decisions beyond the scope of human understanding.

Top Types of AI in Marketing

Reactive and limited memory AI are the most common types in marketing today. Chatbots, visual AI tools, and text generation tools are among the most commonly used generative AI tools in marketing roles. Marketers who use AI and automation tools report saving an average of 2 hours and 24 minutes per day.


As AI continues to evolve, it will have significant implications for marketing. Knowing the differences between the types of AI is key to choosing the right tools, leveraging them effectively, and staying ahead of the curve. With the right AI-powered tools, marketers can optimize their campaigns, provide better customer service, and make smarter decisions based on data insights.


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