Chabot’s,
facial recognition, virtual assistants, autonomous cars, humanoid robots ...
Artificial Intelligence based technology and machine learning is today a
reality that accompanies us beyond our knowledge.
The
Artificial Intelligence is not a trend or an advance to explode, is part of our
daily life : every time you give a command to Siri or Alexa, when you hear the
list of weekly discoveries Spotify or receive by email an offer Buy a product
that you wanted for a long time. AI is already walking among us and is
revolutionizing the way we buy and how we interact.
It
has also become the preferred tool for brands to reach us for their ability to
merge the speed and accuracy of machines with human creativity and personal
attention. “The term AI in the world of marketing refers to technology that is
capable of making decisions and executing actions autonomously to maximize the
chances of success,” explains Rafa Romero, head of Sulligent Marketing Cloud
Iberia, a company specialized in marketing automation.
We
know that for brands, AI has numerous advantages, from microsegmentation of the
target audience to the real-time management of customer requests, of course,
through the creation of relevant content. But as consumers, how can artificial
intelligence help us?
Regulates
the pressure of marketing. Artificial intelligence engines manage the design of
trajectories and product recommendations, that is, we could go from receiving
more than 10 emails a week from a single brand to receiving only 1 or 2 with
content that really interests us. Marketing experts have a responsibility to
keep marketing pressure below levels of harassment.
Shipments
at the right time and the right device. If you have already managed to end the
calls of telemarketers at the time of the nap, it is time to end the emails
that make your mobile vibrate when you have not washed your face yet. The AI
engines are able to choose the optimal shipping time and the preferred device
for each of the clients on their list.
Use
clean and reliable data.
The
versatility of AI is proportional to the amount of data it manages. Many
consumers put incorrect data on purpose so that the brand does not bother us
more than we want, but this is detrimental to our advantages if we are really
interested in their products. To remedy this, marketing experts are connecting
their AI engines to customer data platforms that are responsible for checking
and integrating data into different departments and contact points. This serves
so that in the future they do not ask us for more personal data or have to
answer tedious questionnaires about our tastes, but for this it is necessary to
provide reliable data.
Save
time and effort when making your purchase. The use of AI in digital marketing
allows us to predict our behavior, search cycles, etc. That is, if for months
each time you have entered a website it has been to look at shoes and boots,
the brand will be able to customize your home page by showing you only the
category that interests you thanks to the accumulated learning about your
tastes. If at any time you change your mind, the drop-down menu will always be
available.
