Is AI Capable of Extreme Personalization Needed to Keep Your Marketing Strategy Alive?

Sentient Technologies asks whether AI is capable of extreme personalization.

Too many modern digital marketing campaigns are poorly integrated, multi-channel messes without a clear target audience. In fact, just 14 percent of companies claim to have a “strong” single view of their customers, and fewer than 10 percent of top tier retailers rank themselves as highly effective at providing customer personalization. What are those top brands’ secret? The answer is AI, or artificial intelligence.

The Evolution of Extreme Personalization

Marketing teams have long struggled to draw helpful insights from the massive heaps of customer data they collect. Fortunately, computers are far more efficient at analyzing data than people are, which is why extreme personalization is now possible because of AI.

Marketing teams have long struggled to draw helpful insights from the massive heaps of customer data they collect. Fortunately, computers are far more efficient at analyzing data than people are, which is why extreme personalization is now possible because of AI.

Unlike the simple algorithms that power older automated marketing tools, AI software is capable of machine learning, which means that it can build upon the knowledge it obtains, form theories and execute experiments to gain more knowledge. Like a human learner, AI software gets smarter; however, unlike humans, there’s a much higher limit on how much information it can retain.

How AI Facilitates Personalization

When it comes to e-commerce, site architecture is extremely important. Web designers have traditionally spent a lot of time thinking about what their customers want, but what if it were possible to cater to every shopper’s individual preferences? With AI, it’s feasible. When a customer visits a website, AI tools can monitor every action they take to enhance the experience by optimizing click paths, making reliable product recommendations and even providing personalized customer service.

When it comes to e-commerce, site architecture is extremely important. Web designers have traditionally spent a lot of time thinking about what their customers want, but what if it were possible to cater to every shopper’s individual preferences? With AI, it’s feasible. When a customer visits a website, AI tools can monitor every action they take to enhance the experience by optimizing click paths, making reliable product recommendations and even providing personalized customer service.

AI helps e-commerce websites improve site search features and navigation in several ways. Traditional search features rely on customers to describe in words what they want to see, but in brick-and-mortar stores, people tend to “browse the racks” with their eyes. To make the digital shopping experience more authentic, Sentient Technologies has introduced image-based search technology capable of actually analyzing pictures rather than just pulling information from metadata. When a user clicks on a product image, the AI “learns” the user’s tastes and employs vector analysis to find visual matches to present as product recommendations. Such AI personalization tools can help drive revenue by providing authentic customer engagement, improving satisfaction and establishing trust and brand loyalty.

Ways Extreme Personalization Improves Marketing

  • Reaching an audience of one: The days of batch-and-blast marketing are long behind us. More recently, automated marketing tools have focused on identifying customer segments to tailor advertising efforts. Now, thanks to AI, companies can truly treat customers as individuals.
  • Cross-channel coordination: AI also facilitates better cross channel engagement. Businesses should longer think in terms of “mobile users” and “desktop users.” Virtually everyone uses multiple devices these days, and AI can help companies streamline their multi-channel efforts.
  • Customers service chatbots: The concept of customer service chatbots may remind people of much hated automated telephone systems, but AI is far better at providing customer service behind a screen. Unlike someone sitting at a help desk, AI chatbots are capable of helping hundreds of customers at once. According to a survey, 2 out 5 customers claim to be comfortable interacting with AI chatbots, but well-designed AI may be clever enough to fool most customers into thinking that they are actually being helped by a human.
  • Post-sales communication: Thanking customers makes them more likely to come back, especially if you recommend something else for them to buy, and you provide a special offer. AI makes it easier than ever to send customized messages to everyone who makes a purchase.
  • Better A/B Testing: AI also adds scientific validity to A/B testing. In fact, AI software could theoretically conduct its own A/B testing with little to no human input at all. The technology is still evolving, so we’re likely to discover new benefits as more entrepreneurs invest in AI.

Adding A Personal Touch

The online retail market is so flooded that it’s difficult to stand out, but AI-enabled extreme personalization can help businesses differentiate themselves. Personalizing the user experience from the beginning improves your chances of turning visitors into customers. As AI marketing tools become more commonplace, competition will only get fiercer, so investing in these new technologies now could give companies a head start.

About Sentient Technologies

Sentient Technologies provides AI-powered marketing solutions to help businesses perfect their customer personalization efforts. Having attracted more than $143 million from investors over the last decade, Sentient has become the world’s best funded AI company. Based in San Francisco, Sentient currently maintains the largest compute resource specifically dedicated to artificial intelligence distribution in existence.

About Brandon Ferguson 317 Articles
Brandon has been browsing and sampling what the web has to offer. He sifts and sorts the good from the bad. Drop him a line if you want to ask anything at all! Always happy to help.

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