According to Forrester, investments in Artificial Intelligence will triple in 2017.
“AI will give marketers access to important data, through the use of cognitive interfaces within complex systems, combining machine learning and advanced analytics,” says James McCormick in the report “Predictions 2017: artificial intelligence will drive the insights revolution“.
Forrester argues that the AI will involve faster decisions in marketing, e-commerce and product management, reducing the gap between “insight” and action.
Users themselves are looking for brands that can offer cost-effective, reliable, practical and “real time” services. A recent study by IBM says that 48% of customers believe it is important to receive personalized and almost “on demand” promotions.
The horizon of purchase by users is becoming anytime, anywhere, anyhow.
Even Roger Mitchell, product and platform YOOX director, is convinced that the Artificial Intelligence will change permanently the way of doing business.
The traditional programming involves a continuous intervention by man in order to improve depth and performance. With the AI is different: the evolution is much faster and somehow “independent”.
The key is certainly standing in improving customer journey. Artificial Intelligence can be used to guide users through suggestions and inputs, but also in the back office, managing (many) data related to the users themselves: navigation behaviors, choices, trends, interests … the cognitive computing is the key to unlock the knowledge (and management) of unstructured data.
Only now companies are starting to understand the use of big data. It is necessary that marketers and pure technical work closely in order to improve business processes and help users make better decisions.
The Artificial Intelligence is proving to be also a great boost for Mobile Commerce and in general for the mobile experience of the users.
Once we want to make an “on the go” shopping, we invest a lot of time in search of the best price and the right product. With the introduction of AI, able to learn and discern between our preferences, surely we will optimize time and space in the day.
Always IBM Research dept claims that 94% of CEOs are prepared to invest in these technologies.
The Machine Learning proves a powerful tool to activate cross-device storytelling: to provide “stories” and meaningful content using different devices, to stimulate the attention of users and also simultaneously measure the ROI.