Innovative, AI-based technologies are now considered to guarantee a convincing customer experience. Marketing managers should focus on visual listening, loyalty, and retention marketing or predictive personalization to design customer experiences stylishly. Which currently popular approaches have the most significant potential to inspire customers, and what advantages do they bring to companies?
Consumer needs are changing faster than ever. At the same time, AI technologies are developing rapidly and are already being used in a targeted manner in numerous areas. As a result, the expectations and requirements for tomorrow’s customer experience (CX) are also changing. Those responsible for marketing must act because AI will significantly impact all marketing areas in the future – market research and a marketing strategy and operational marketing measures.
AI In Marketing Measures: Personalized Wins
For marketing efforts to be effective and timely, it makes sense to look at personalized customer experiences, AI bot services, loyalty and retention marketing, and artificial creativity, among others.
Thanks to loyalty and retention marketing, for example, new customer loyalty programs are emerging. With the help of natural language processing, computer vision, and deep reinforcement learning, it is possible to find out what motivates people to be loyal to a brand. AI then helps to analyze these aspects and ultimately rewards a large number of brand-related actions by customers – for example, through personalized special offers.
Of course, information, entertainment offers, or products are already being personalized by algorithms and controlled accordingly. However, in E-commerce, the personalized customer experience still has room for improvement, if only because of the changed data and cookie guidelines.
The Persado platform, one of the leading cloud AI solutions, shows how personalized CX works in practice: It generates natural language and combines it with machine learning and experimental design. The aim is to identify different customer groups and develop personalized content across all channels. To do this, words are identified that appeal to and motivate potential customers. More complex segmented recommendations can be made based on customer behavior’s minor attributes and nuances.
AI In Market Research: When Algorithms Evaluate Videos
About customer experience, market research approaches and technologies such as sentiment analysis, customer journey analytics, visual listening, and identity resolution are in high demand. Visual listening, in particular, can massively increase customer satisfaction by analyzing text and visual, linguistic, and UX aspects. AI approaches can interpret what images or videos show thanks to image recognition algorithms. ML algorithms can be extensively trained on content using emotion AI, natural language processing, and computer vision to learn all the elements they need to perform what is known as image annotation or image classification. Marketing managers save time and resources in market research.
AI In Marketing Strategy: Making Accurate Predictions
Approaches such as predictive personalization, content optimization, testing, consumer segmentation, and marketing effectiveness modeling will shape the marketing strategies of tomorrow’s companies.
In particular, predictive marketing and the associated personalization is considered the trend of the hour. Marketing strategies in the age of analytics – whether in e-commerce or streaming music, films, or series – are based on the model “If you bought or watched this, you will certainly like that one.” However, such data analyses illustrate the past. The better strategies pave the way to new possibilities rather than mirroring old behaviors.
Therefore, it is a declared goal to predict customer requests and fulfill them in a personalized way using predictive analysis. There is a growing trend towards new forecasting models that extrapolate previous customer behavior and can change it through optimized marketing media and messages using AI technologies such as ML Ops, natural language processing, and computer vision.
The more AI is involved, the more accurate a prediction will be and the more accurate the marketing strategy.
More AI Leads To Better Insights
Whether market research, marketing strategy, or corresponding marketing measures: If companies rely on AI, this automatically positively affects the customer experience. The use of AI in the CX process exponentially increases the possibilities of data analysis: Different data sources for an extended market and customer information can be combined in many ways. These processes are made more efficient, leading to optimized handling of more extensive data streams. The new data, in turn, flows into the AI process and improves the entire cycle. In this way, AI opens up new ways of collecting customer data and constantly improving service, products, and marketing.
In short, companies that harness AI can deliver optimized CX through prediction, more engagement, and more appropriate sales and therefore gain significant market advantages.
AI Increases Performance
The efficiency of marketing also increases with artificial intelligence. AI promises to transform the marketing cycle into dynamic, near-instantaneous, personalized consumer activations, where actions are analyzed in real-time and treated as new inputs for the CX. This positively affects the quality and is quantified in the ROI. This shows that those companies that focus on the marketing ROI also increasingly use AI tools to measure the ROI in real-time.
Thanks to AI, marketing managers generate new, detailed insights, improve strategic decisions and create relevant and personalized customer experiences – in all areas of marketing.
With the help of AI, market research, marketing strategy, and marketing measures can be modeled so that well-founded, precise predictions for the future become possible and normal. Marketing teams can then assess precisely in which direction they want to optimize the customer experience in the future.
Essential for all enthusiasm for technology: The human contribution remains decisive about the customer experience, especially when it comes to creativity. Because in the short term, AI approaches are only as intelligent as the people who design them and use them.
While the future of AI promises to eliminate mundane tasks from marketing department workflows, human interaction and oversight are still relevant today. Companies that manage to connect human and technical layers and at the same time use AI as a tool for better customer experiences and to optimize their organizational structures gain an immense competitive advantage.