There is no question that artificial intelligence, machine learning and automation is changing the marketing function in many businesses. For many consumer brands these technologies are now they most effective way of communication with a customer.
As AI continues to develop, the ability to personalise every piece of marketing material is becoming a reality. How can artificial intelligence and machine learning allow for better personalisation, and ultimately improve the customer experience?
For many brands, apps are now the way consumers shop and spend, and for many push notifications are a great way of communicating and connecting with the customer directly. With the use of AI brands can gain a complete picture of the customer, through searching and shopping habits and can deliver highly targeted and personalised notifications to the user’s phone.
This similar AI can be used for image-based recognition on social media, by having the ability to understand what their typical customer shares on social media they are able to identify patterns and created campaigns specifically designed for the customers in each demographic.
Starbucks are already using artificial intelligence to deliver personalised marketing messages through the membership scheme. In 2016 alone, they used real-time data and artificial intelligence to create over ‘400,000 personalised variants per week’, allowing for unique messaging for each individual customer.
One of the most common uses of AI and machine learning for businesses is in chatbots. Chatbots give the customers the ability to communicate or sometimes order products without any human interaction. As the customer continues to interact with the bot it is able to understand the user and their purchasing journey, again this can allow for personalised messaging in the future.
This AI can go further as well, Microsoft are currently experimenting with using AI to understand a customer’s needs and expectations based on their voice, gestures and even touch. They aim to be able to anticipate what the customer may need based on their physical actions.
These are just a few ways artificial intelligence, machine learning and automation is helping to create even more personalised marketing messages. As the technology continues to grow and develop the way brands interact with us as consumers is only going to get more personalised and unique to all of us.
How else do you think AI, machine learning and automation can personalise marketing? Let me know your thoughts in the comments below.
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