Leveraging the Power of AI in Marketing, Now and In the Future
Despite a significant amount of hype — and a fair share of confusion — leading marketers are embracing artificial intelligence (AI) as machine learning, deep learning, and natural language processing (NLP) become imbedded in routine tasks. With simplified data analysis and advanced personalization as the goals, marketing teams are executing AI-powered business strategies with great success.
AI’s contribution to marketing is vast, but what’s next? Here are some of the ways top marketers are using AI today, and what we can expect to see tomorrow as we continue to improve efficiencies, connect customer experiences, and push the boundaries of personalization.
Better, Faster Decisions With Deep Learning.AI systems, particularly those that rely on deep learning, excel at quickly analyzing mountains of big data. Learning algorithms recognize patterns and identify relationships with limited or no supervision. When marketing intelligence is gathered more quickly, marketers can then make media-buying and content-placement choices more quickly too. With predictive abilities, deep learning simplifies campaign optimization, giving marketers a competitive edge.
Advanced Personalization Through Predictive Analysis.Consumers today expect personalized experiences that push rather than pull. Predictive analytics allow marketers to better target audiences, reaching them with content they actually care about. Data acquired from customer searches and buying behaviors is used to customize content at the individual level, while insights gained through cognitive intelligence drive smart recommendations for tailored experiences that shorten the purchase journey.
Disney created the Next Generation Experience Project with the goal of creating more immersive, more seamless, and more personal experiences for each and every guest. “MagicBands,” which monitor behaviors and purchasing habits, are given to guests at admission. Consumer data is collected and then relayed to Disney employees in real time, enabling them to unlock consumer trends. AI-powered, big-data analyses and customized experiences have been big wins for the theme park.
Best-in-Class Customer Service Via Virtual Assistant.AI-powered bots and digital assistants lead the pack for easily implemented technologies. Having mastered meaningful conversations between consumers and brands, businesses are now free to deliver a higher level of customer service. Virtual assistants meet customer needs in real time, providing feedback to questions, resolving simple issues, and offering round the clock support.
Cosmetic brand Sephora was one of the first major retailers to successfully use chatbot technology to improve the customer experience. To greet customers on their journeys to explore beauty products, Sephora built a bot on the popular messaging app, Kik.
