Artificial Intelligence Marketing; powered by ML and deep learning techniques; is used to predict user’s buying behaviour, next steps, clicks and in giving them overall a better UX and CX.
Jane logged on to her favourite online bookstore and came across the latest book “Klara and the Sun” from Kazuo Ishiguro. She was searching of same a few days before the release and was delighted that website threw the book on the day it released for her to quickly buy it with her next click.
We are living in the age where customers are expecting us to not step up their expectations but step ahead of them. We are witnessing the influence in many services offered beyond the regular services of digital assistants like Siri or Alexa and smart speakers like Amazon Echo or Google Nest. For marketers, its imperative to take the marketing to another level leveraging Artificial Intelligence. And, its not AI digital marketing but rather farming the power of AI algorithms to bring right content to drive users to website or conversion of a million data points to create bang-on customer targeting advertising.
Artificial Intelligence which is being touted as the holy grail of marketing, can be described a set of algos that operate intelligently like a human mind, taking inputs from their ecosystem (stream of customer transactions, evidence of consumer behaviour, buying cycle, preferences) and arrive at predictive decision-making. It can look at more data than a human in a lifetime and give recommendations decisions before we sip a coffee.
Jane had spent ten minutes logged in, awaiting the website to load and make the transaction happen. The fact that website did not load on time per her reflexes disappointed her and she left mid-way with the products in the cart but didn’t buy them.
We all have gone through this disappointing experience where we could noy buy something coz the web page didn’t load quickly or swiftly enough. With AI, we can reduce these load times and we can get the twin benefit of prompt loading of content and predictive user behaviour to get the deal and the customer satisfaction.
For example, Google has placed AI-based algorithms, which predict the inclination of uses to click on some preferred pages.
Not just personalised but AI- led Intelligent UX and CX
All of us have interacted with chatbots and most of us have found them to be egg-headed tools with mugged up responses. To explain in clear terms, they are not real Artificial Intelligence, instead they are tree of pre-defined set of options that bot follows unless it runs out of all options, towards the end it assigned to a human. But in the case of real Artificial Intelligence and NLP, one can provide more personalised and accurate UX, closest to user’s expectations.
A good example of personalised but intelligent AI is chatbots at Sephora, a beauty store which give make-tip & hair style tips derived from their data of user and domain expertise together.
A second example is Alibaba, they opened the Fashion AI store in Hong Kong, using AI to elevate CX, the store has special AI-driven shopping aids like intelligent garment tags and smart mirrors, which give info on clothes & colour co-ordination.
A third example is BMW is offering AI-enhanced sports car with a personal assistant. This car can get driver information and intelligently customise the systems to the driver’s preferences, is also armed with a smart personal assistant intelligently talking to drivers and enable them travel routes and liaising with other applications like Google maps for smarter driving experience.
AI- led content-creation & data mining
Many companies have leveraged Artificial Intelligence to fuel content creation and co-creation with customers. AI has been used to create blog posts, pulling traffic and booting optimal SEO; and also, been used to generate data reports for performance marketing.
Chase Bank applied Artificial Intelligence to make their content more human-like or human-friendly. It has been surprising found out that AI- sourced content is more unique and live than that created by humans.
Another example here is Deloitte, which uses Quill by Narrative Science for reports that go to customers, enable them to take advantage of data and turning it into something more valuable.
AI- led Sentiment Analysis
With Sentiment analysis, a marketer can gauge how the products and services are being perceived by target audience, giving direction to changes needed to adapt towards the right goals. This is important and there is no limit to how right and effective you can get in catching customer attention and sales closure.
An example of Artificial Intelligence company that offers sentiment analysis going to the level of every ad campaign and ad units at the respective platform is NICE , suggesting ways to enhance the product itself and UX and CX of the company also.
Hence, AI can bring a winning edge to marketing efforts when applied smartly and monitored and pivoted along the journey. There is no limit to the Artificial Intelligence potential not just in marketing but in entire tech-ecosystem and beyond. Any time waiting would be time wasting. Get smart with AI, start with AI. Transform your marketing and your customer experiences.