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 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.
AI is here to stay; it’s now a matter of how and when you start using it.
No matter where customers live or travel customers expect their preferred brands to be with them every step of the way. They will expect 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.
User experience is no longer just a component to consider during the development of your organisation. It’s now becoming a critical competitive advantage. To keep up with increased user demands for quality and speed, you need a holistic, contextual intelligence platform which can deliver the insight and responses which are necessary to reduce operational complexity. Ultimately it is used to fuel a superior employee and customer experience.
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.
When it comes to the 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. AI is becoming more popular because of increased data volumes, advanced algorithms, and improvements in computing power and storage.
“I visualise a time when we will be to robots what dogs are to humans, and I’m rooting for the machines”. Claude Shannon
“Artificial intelligence would be the ultimate version of Google. The ultimate search engine which would understand everything on the web. It would understand exactly what you wanted, and it would give you the right thing. We’re nowhere near doing that now. However, we can get incrementally closer to that, and that is basically what we work on”. Larry Page