The widespread adoption of artificial intelligence (AI) was once considered a far-fetched notion dreamed up in sci-fi stories, but it’s now a living, breathing part of our everyday reality.
Today’s marketers
are all looking for new ways to find and attract their ideal audience. But in
the fast-paced and ever-evolving digital marketing landscape, it’s getting
harder and harder to reach your people and get results.
While AI has been
proven to enhance our daily consumer lives—with the adoption of autonomous
vehicle technology, fitness devices, voice assistants, and smartphones—it has
also served to improve the digital marketing efforts of businesses
across many industries.Not only is AI proven to boost a company’s productivity,
but if leveraged strategically, autonomous technology can help brands to
streamline their workflows to deliver more effective marketing campaigns. AI is
known to meet their customers’ expectations head-on at every stage of their
journey and boost conversions and prompt sales across a multitude of channels
and touchpoints.
Many giant
companies are now using AI in their marketing efforts efficiently. Here are few
examples of the same:
*Sephora:
The thriving cosmetics brand Sephora was ahead of its time in
understanding the power of AI. It has been using chatbot technology to
offer its audience the most personalized, informational customer experience
possible. After conducting
some extensive consumer research, the brand realized that many customers found
Sephora’s extensive choice of products overwhelming, having to browse through a
host of pages to find something suitable in certain categories.In response to
this, Sephora launched an interactive quiz to help guide its users through the
shopping process, led by chatbots which offer tailored tips and suggestions
based on specific answers or responses. Due to the success of the initiative,
Sephora then proceeded to offer its very own chatbot-powered shopping
service via Facebook Messenger as it continues going from
strength to strength.This ultra-personalized AI-powered Messenger service
includes a virtual colour match assistant, a reservations assistant, and
even a KitBot
which is an autonomous
make-up tips and advice expert.
*Nike: Nike
is a great example to show how Artificial Intelligence can be used as a
great customer experience and, at the same time, help brands find
trends emerging from data. Nike
Makers’ Experience uses the company’s practice of working closely with athletes to create new models, with putting the
audience in the mix.The concept studio allows anyone to create their
personalized Nikes based on dynamic object tracking and projections. Patterns
are created using an AI to convert inputs like birth date and interests into
visual concepts, customized for each person.The result is a unique design based
on the customers’ history and personality which speeds up purchasing decisions.
Additionally, using machine
learning, the company can use the data collected directly from their leads to
predict emerging trends. It is a huge win for both sides.
*IBM: IBM empowers companies to
fine-tune their marketing strategies with artificial intelligence. The AI
assistant IBMWatson locates prospective
audiences, selects relevant creative content and engages target audiences in
one-on-one conversations. As a result, businesses have found better ways to
spend their marketing budgets while shaping ad campaigns around audiences’
interests.
*Netflix:
Netflix is the world’s leading SVoD
content streaming service. As it is known, user experience (UX) is
paramount to the ongoing success of any business, regardless of its industry
and when a customer has a positive experience with a brand, they're likely to share it with their peers online.To enhance its
overall UX and tailor its service to the individual user, Netflix uses
AI-driven machine learning technology to provide personalized content
recommendations based on a user’s preferences in addition to what they’ve
enjoyed in the past. Moreover, Netflix uses an AI development to automatically
optimize streaming quality and avoid any quality or buffering
issues.Over 80% of the shows people watch on Netflix are now based on
its personal recommendations platform which
is a testament to its power at a time where people
demand more value than ever from the brands they’re willing to invest in.
*Google:
Google’s responsive search ads
enable marketers to enter up to 15 headlines and four description lines. With
the GoogleAds feature, entrepreneurs
can jumpstart their businesses by tailoring their ads to geographic range,
budgetary needs and other factors. This tool also pairs well with Google
Cloud, which relies on AI and machinelearning to deliver even more
in-depth audience insights to marketers.
*Starbucks: Starbucks is
one example of a brand using its loyalty card and mobile app to collect and
analyse customer data. They announced plans for personalization back in
2016.Since then, they’ve built an excellent app experience. It records the
details of purchases, including where they are made and at what time of day.
Starbucks uses predictive analytics to process this data and serve customers
with personalized marketing messages. These messages include recommendations
when a user approaches a local store and special offers to increase the
customer’s average order value.
*Nestle: To enhance its content marketing efforts
and create personalized communications for its audience, global food and
beverage giant Nestle used natural language processing (NLP) technology to
produce targeted content for various segments of its audience.In addition to
this content-centric innovation, Nestle also uses AI-driven data processing
platforms to get well and truly under the skin of its customers.This resulted
in new innovations including virtual assistants and chatbots that are
consistently transforming insight into action which is a digital shift that
has advanced sales in recent years.
Indeed, if utilized tactically and creatively, by marketing companies, AI technology has the potential to help brands connect with their audience on a deeper level than ever before, resulting in ongoing business growth which is hard to overlook.