A Marketer’s Guide to the Different Types of AI Tools

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Fun fact: 87% of organizations worldwide believe artificial intelligence (AI) technologies will give them a competitive edge.

If you’re not using one yet, it’s time to learn how to leverage the technology to streamline your processes, improve your strategies, and grow your revenue. With a variety of AI tools available, however, you may wonder which AI tools will work for your business.

This blog post will go through the different types of AI tools. You can jump into the AI tool type you want to know more about, if you’re pressed for time:

4 types of AI based on functionality
3 types of AI based on capability
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4 types of AI based on functionality
There are four main types of AI based on their functionalities and how they process data and respond to prompts:

Reactive AI
Limited memory AI
Theory of mind AI
Self-aware AI
The table below summarizes the four types of AI based on functionality:

Types of AI based on functionality How it works
Reactive Reacts and responds to external stimuli or prompts
Limited memory Collects information, stores it, and learns from it for a set period
Theory of mind Deciphers and responds to human emotions
Self-aware Sentient AI that understands human emotions and is aware of its existence
Let’s go through each one:

1. Reactive AI
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What is reactive AI?
Reactive AI is the most basic type of AI in terms of functionality. It reacts and responds to external stimuli or prompts.

Because reactive AI doesn’t store data, it cannot learn from past interactions. It also can’t save information that it can process in the future or remember for the next interaction.

A famous example of a reactive AI is IBM’s Deep Blue AI, which beat world chess champion Garry Kasparov in a six-game match in 1997. The AI could identify the pieces on the chessboard and react with a move.

An example of a reactive AI in marketing is a chatbot that responds with canned statements to specific prompts or questions a user can select. The AI doesn’t necessarily understand the prompts or the questions — it simply responds with an answer that matches the prompt or question.