The role of Artificial Intelligence in marketing processes is increasingly central and decisive.
Here are the main fields of application.
- Fraud Prevention.
The analysis of behavioral models in the field of payment and use of credit cards by the AI is able to identify possible failures and remedy. The spread of cybercrime has directed the technicians to apply AI processes to this computer war that is being fought every day.
- Content curation.
The study of consumer behavior allows companies (Amazon has gone ahead in this area) to suggest further purchases, in line with what the user has done so far. But not only. Let’s think of Netflix, who uses AI to establish a real dialogue with the customer. The road to personalization and the one-to-one relationship with the user is increasingly driven by companies and institutions.
- Search Engines.
Machine learning is not new in this area of application. It is rather news that Google has admitted to using RankBrain to analyze extensive search segments.
“The Grid”, an AI-based web design platform, is increasingly known. Biometrics, new processes, man-machine interactions brought to a higher level. It is the marketing of new technologies.
The use of the IA is deeper in analyzing the behavior of users on social networks. Sensory study, product recommendations, biometrics allow you to bring marketing to a new dimension.
Giving a price to products is one of the basic functions of marketing. The AI is now able to carry out this task taking into account many more factors, with a dynamic and profound impact on the process.
- Customer service 3.0.
The automated analysis of consumer behavior through AI can change the customer service workflow. We talk about predictive CRM, for the ability to intercept and almost anticipate actions and customer feedback.
The AI is able to support professionals in identifying precise listings targets. A deeper level of promotional advertising planning. That pushes itself to segmentation of client clusters.
- Creating content.
The AI is also strong in content creation, at the moment based on coherent and structured data. But it is not difficult to imagine a near future with machines that can generate content from raw data.
We can not avoid talking about the chatbots and the level of development they have achieved. UX is irreversibly changed. It is necessary to go this way and adapt to an inevitable change in the Brand – Users relationship.