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AI Makes Marketing More Malleable

AI Makes Marketing More Malleable
Artificial intelligence is not all that new – we saw the beginnings of it back in the sixties, but it has never been quite as advanced as it is today.
We have smart accounting programs like YayPay that can automatically track and record payments, send reminders for invoices, and automate a lot of mundane and repetitive accounting functions.
We have virtual assistants that we can access through any device that can go online – forget about your kids needing your help with their homework, they can just ask Siri, or Cortana, or Alexa, etc.
And, just like the accounting program I spoke about earlier, we can get these virtual assistants to do a range of mundane tasks, like scheduling a meeting, setting a timer, checking reservations, etc.
But again, these are not exactly brand new ideas. The difference now, however, is that AI has become a lot cleverer and capable of doing more complex tasks. It’s something that is a marketer’s dream.
AI can be used to create a better customer experience. Lowe’s Home Improvement, for example, uses actual robots in their physical stores in order to help customers find products on the shelves more easily. Another pretty common use of AI are customer service chatbots. Nordstrom’s chatbot is an excellent example of just how useful these bots can be. Clients can ask the bots questions about products and have them answered.
It even goes so far as to help you pick out the perfect gift for someone else based on a set of questions that it asks you. Combine the convenience of the chatbot and some great Nordstrom promo offers, and you have a winner.
The benefit for the company is obvious – it is enhancing the customer experience in a very real way, with very little ongoing costs. The client can, if she prefers, choose to deal with a human instead of bot, but, as long as the AI works well, she probably wouldn’t care.
And, if the experts are to be believed, in around ten years or so we won’t be able to tell the difference anyway.
Chatbots can also be very valuable in another area vital to successful marketing efforts – the collection and processing of data. Perhaps the biggest benefit that AI offers to companies is how much data can be processed.
AI can scan large swaths of data in minutes, identify patterns, and make decisions as well. This allows companies to come up with offers that are tailored to individual customer needs. It could help to design custom marketing campaigns and then analyze the results and adjust as necessary.
It is already being used to great effect in the insurance industry, to give clients competitive offers based on their actual risk factors, instead of the closest set of generic factors available. Because the computer is able to crunch the numbers from a range of different sources so quickly, it can come up with a risk profile that is a lot more realistic.
In this post, we have briefly touched on ways in which brands use AI to assist them with their marketing efforts. If you want to know more about the actual facts and figures, or the subject itself, check out the interesting infographic below.   



Posted on: May 3, 2018, 6:07 am Category: Uncategorized

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