Delivering personalised experiences in real time
Achieving a better customer experience is probably the best reason to focus on Artificial Intelligence (AI). AI is set to provide more compelling real-time experiences. Doing it in an environment where innovation is continuously creating fresh opportunities to engage customers and other stakeholders.
Artificial intelligence makes it possible for machines to learn from experience, adjust to new inputs and perform human-like tasks. Most AI examples you hear about today, from chess-playing computers to self-driving cars, rely heavily on deep learning and natural language processing. Using AI technologies, machines can be trained to accomplish specific tasks by processing large amounts of data and recognising patterns in the data.
No matter where customers live or travel customers expect their preferred brands to be with them every step of the way. Through connected experiences across multiple channels they choose. It starts with curating better content for consistent customer experiences.
Building campaigns which deliver personalised content are crucial for customer interaction. It remains vital for businesses to keep gazing into the crystal ball, and to monitor the technology developments. With finite resources, judging where to focus investment is problematic, which is where advisors on digital strategies become critical.
AI is not just another exciting technology
While there are plenty of exciting technologies emerging, it is becoming increasingly essential to stay focused. Avoid the distraction of ‘interesting’ new technologies. Instead, remain focused on delivering against your core objectives. Namely creating a relevant, timely and engaging customer experience for your customers, to maximise sales and efficiency.
When you focus on the personalisation of communications, it cuts across numerous digital marketing techniques, including analytics, marketing automation, inbound marketing and content marketing. It is ‘unfinished business’, though, and there is plenty of room to hone these capabilities further.
Despite the advantages of AI for businesses, there is indeed more room for the uptake of this technology to drive campaigns and experiences.
AI is an enabler
The slow adoption could be put down to confusion or lack of knowledge around AI’s applications, amid widespread concerns over the societal impact of automation in general. AI and machine learning should be looked at as an ‘enabler’ for marketing to perform tasks more efficiently and effectively. Whether in delivering customer experience, generating content, enhancing a website design or any other of the many uses it can support.
Many people have concerns about the challenges of assimilating AI into their existing ways of working. However, like anything new with such power to change the way we work, it takes time and learning.
There are unlimited possibilities and possible perils of artificial intelligence (AI), learning and reasoning by machines. Without the intervention of humans, there are lots of opinions out there. Artifical Intelligence is becoming more popular because of increased data volumes, advanced algorithms, and improvements in computing power and storage.