GamificationReal-life examples of using game tactics and gamification to improve AI outcome

How game theory and game tactics can help use AI in business and marketing

Game theory and AI accuracy

Game theory, a mathematical framework traditionally used in economics and strategic decision-making, is now being leveraged to improve the accuracy and efficiency of AI models. Researchers at MIT have developed a novel approach called the "consensus game," which significantly improves the performance of large language models by encouraging internal consistency and reducing errors (Quanta Magazine, MIT News,​ OODA Loop)​.

The core idea: consensus game

The consensus game involves a language model engaging in a cooperative game with itself, using game theory principles to refine its responses. The model's two components, the generator and the discriminator, play iteratively to agree on answers, achieving a state called Nash equilibrium. This state ensures that the model's responses are more consistent and accurate, regardless of how questions are phrased​.

Possible benefits to digital marketing

The most common issues with using generative AI in digital marketing are the quality of the content generated and the hallucination of the model's response, where AI often starts to generate ideas and content that are irrelevant to the context. WebFX

Integrating AI models with higher accuracy into digital marketing can bring significant benefits to companies:

Improved personalization: By improving the internal consistency of language models, game theory helps create more accurate customer profiles, leading to highly personalized marketing strategies that resonate better with target audiences.

Improved customer interaction: More reliable and consistent AI responses can enhance customer interactions across various touchpoints, from chatbots to personalized email campaigns, improving overall customer satisfaction and engagement.

Optimized ad campaigns: Accurate AI models can better predict customer behavior, allowing marketers to optimize ad spending and campaign strategies effectively. This precision ensures that marketing efforts are directed towards the most promising leads, maximizing return on investment.

Content generation: Reliable AI can generate high-quality, relevant content tailored to audience preferences, ensuring that marketing messages are both engaging and on-point. This can significantly reduce the time and cost associated with content creation.

Asana's AI Teammates uses multi-player mode to improve team collaboration and efficiency

Asana has introduced Asana AI teammates, flexible AI partners designed to enhance collaboration and simplify intricate workflows. Utilizing Asana’s exclusive data model, The Work Graph®, these AI teammates provide guidance on prioritizing tasks, energizing workflows, managing risks, executing projects, and reallocating tasks to help teams reach their objectives more efficiently.

These AI teammates offer extensive customization, enabling workflows to be tailored to different roles, processes, and industries. Additionally, they support a "multi-player" mode, allowing multiple team members to collaborate with AI in real-time on the same tasks. Current use cases include creative production, where AI teammates triage incoming requests, assign work, assist with client research, and improve reporting quality. In marketing, AI teammates help execute projects faster by crafting on-brand content, translating using internal brand terms and enforcing naming conventions. SmallBizTrends

Activating marketers to seize opportunities with gamification

Another practical example of integrating gaming tactics into real-world use cases is seen in platforms like Superlines. Superlines leverages gamification to engage marketing teams in taking action on growth opportunities. It automatically spots areas that need improvement in competition, Google space, or brand positioning using AI and further engages users to execute tasks based on these insights. This gamified approach makes the process interactive and ensures that users are more invested in the outcomes, leading to better execution and results​​.

Incorporating these advanced AI models into platforms like those highlighted can provide small businesses with cutting-edge tools to compete in the digital marketing arena, offering features traditionally accessible only to larger enterprises​​.

Gamification and AI usability in business and marketing

Integrating gaming tactics and gamification can change the way businesses utilize AI in their strategies and processes. Using these tactics not only improve the accuracy and quality of AI's output but also fosters a more engaging and proactive environment for team members to work with AI. By making the AI interaction more interactive and enjoyable, team members are more likely to use new and advanced tools, leading to improved collaboration and efficiency.

From improving the consistency of AI-generated content to optimizing ad campaigns and personalizing customer interactions, the benefits are here. Innovations like Asana's AI teammates and new platforms like Superlines demonstrate the potential of gamified AI to streamline workflows and motivate marketing teams.