For past decade, companies and marketers have been moving towards marketing automation, and nowhere is that potential greater than in artificial intelligence (AI) technology. With the scope of AI widening and machine learning algorithms improving, powerful new possibilities are opening up for delivering more personal and relevant messaging at a greater scale. As of today, 7 out of 10 marketing decision makers are already implementing AI-powered technologies, or at least have concrete plans to do so (KRC Research).
And what’s more, 55% of marketers are certain that artificial intelligence will have a more radical transformative effect on the marketing industry than social media.
This transformation will help to feed the need for consumer-first marketing – and next-level personalization – that puts the individual consumer at the center of every single transaction across each channel and touchpoint. Artificial intelligence will help deliver the level of deep, intuitive personalization that today’s entitled consumers demand.
If your company is still brainstorming ways use AI to boost your business, here are 5 key areas that might help you figure out how AI-powered marketing can work for you.
The Five AI-Powered Marketing Personalization Boosts
1. Personal shopping for everyone. Shopping online creates rich data footprints regarding the individual preferences, spending habits and preferred channels of individual consumers. Feeding these digital breadcrumbs into an AI-engine helps bring curated shopping journeys to mass audiences.
It’s a winning formula: Using an advanced recommendation-AI, e-commerce leader Amazon creates more than 35% of its total revenues with personalized shopping recommendations (McKinsey). Taking personalization to the next level, artificial intelligence also allows for predicting the kinds of purchases consumers are going to make (also see 5.) before they even know it.
2. Chatbots take the bummer out of customer service. Customer service is still where today’s brands are dropping the ball. Only 35% of companies are able to identify their customers at the moment of contact (Selligent survey) – with customers potentially unfriending brands and taking their business elsewhere.
It may sound ironic, but automated bots can create lifelike, seamless customer service experiences, addressing the consumer on their purchase history and known preferences. One of the standouts includes Facebook’s “M” technology: Embedded in the Messenger app, the AI delivers personalized product, travel and restaurant recommendations, while troubleshooting technical problems.
Plus, chatbots are cheaper than handling customer service via telephone. But there’s a catch: Bots can only deliver personalization wins if they have access to universal consumer profiles populated by real-time data.
3. Seamless programmatic media buying. Artificial intelligence may deliver the extra dash of relevancy that programmatic ads have been waiting for – and that applies to both sides of the equation: On the consumer side, AI helps create individualized display ads that website visitors want to see. And on the back end, the bots handle invoicing and payment for these ad transactions, giving marketers more time to focus on the big picture.
4. Predictive customer service. How about knowing in advance, when and why customers will be reaching out for help? What may sound like a scenario from the Minority Report movie is already in beta testing: Intel subsidiary Saffron has created an artificial intelligence that is able to predict with 88% certainty why, on which channel, and for which product individual customers will seek help next. “We’ve been expecting your call,” never rang more true.
5.Optimized send frequency. Marketers can already draw on rich opportunities to make content relevant to an individual user’s current situation with contextual personalization. But as we speak, cranking the marketing pressure up too high remains one of the biggest problems – and customer turn-offs – in automated marketing.
In the future, AI will analyze a consumer’s purchase history and email habits to choose the optimal time for hitting the inbox with content that’s bound to boost open rates and conversions.
Looking for more ways to get up-close and personal with your audience? Read our story “Why Marketers Need to Wow Entitled Consumers with Next-Level Personalization”.