Artificial Intelligence At The Service Of Business. We live in a society characterized by the abundance and movement of data, both personal and behavioral, generated through social media: Internet of Things, decisions regarding purchases, online browsing, or information generated as consumers with different brands.
The processing of such an amount of data is impossible if not through machines. And this is where Artificial Intelligence (AI) offers a fundamental value to be able to draw conclusions and make these data valid insights for decision making. For a company to survive, it must stand out from its competitors and, to do so, it needs to generate satisfied consumers, and the way to do this is to generate personalized proposals.
Currently, many companies store large amounts of information but fail to make good use of it due to a lack of a structured storage strategy or lack of qualified resources to exploit it. In the long run, these data do not reveal patterns that would indicate how to improve the business and operational methods being applied in the organization.
For a company to survive, it must stand out from its competitors and, to do so, it needs to generate satisfied consumers, and the way to do this is to generate personalized proposals.
AI makes it possible to predict and find relevant information patterns based on a large amount of stored data, turning a computer system into an intelligent tool that, by combining historical data with new information, provides automatic learning with more accurate and accurate predictions.
But many times, when talking about AI in business environments, it is thought that it is only viable in large corporations because of its high costs. Or that it is an option only for technology startups like Google or Apple, born in a garage, with great developments. The concept is rarely associated with SMEs, despite the fact that its application is very viable.
Now, how can the marketing area of a company (large, medium, or small) take advantage of this technology to grow its eCommerce? To begin with, there are five uses that are proving to be very effective when applied in commercial areas due to their capacity to collect and analyze information.
Many times, when talking about AI in business environments, it is thought that it is only viable in large corporations because of its high costs.
First of all, Data-Driven Marketing is used so that companies can make decisions based on data and not on intuition. The analysis of what is known as Big Data and the creation of predictive analytics facilitate the vision of this data and decision-making on specific information and behaviors.
In turn, in the field of process automation, AI helps to personalize more and better communications to customers and prospects, from commercial to visual proposals (for example delivering email marketing pieces with proposals for each consumer segment). The use of automation tools that collect data from a CRM is very necessary and allows to achieve Marketing Automation strategies.
In personalized interaction, which seeks to segment, personalize and automate processes with customers, Artificial Intelligence has driven the creation of chatbots. This tool has proven to be very useful, being increasingly requested by large companies with a high level of customer service. Currently, work is being done to optimize them so that they offer more emotional responses, managing to empathize with the user, providing a more human and real service, and, therefore, more satisfaction.
Many companies store large amounts of information but are unable to make good use of it due to the lack of a structured storage strategy or the lack of qualified resources to exploit it.
Then, in terms of content creation, there are artificial neural networks (e.g. autoencoders) capable of replicating the basic synaptic structure of a human brain. Through these networks in their most advanced stages, it has been possible to create original pieces of music and painting of excellent quality.
Then, in terms of content creation, there are artificial neural networks (e.g., autoencoders) capable of replicating the basic synaptic structure of a human brain. Through these networks in their most advanced stages, it has been possible to create original pieces of music and painting of excellent quality. The future foresees the creation of applied content for marketing, created by these neural networks, as well as advertising pieces that take into account the data and emotional responses of the customers to be impacted.
And finally, there is programmatic advertising. This type of advertising could not happen without predictive algorithms. Thanks to machine learning, these algorithms are able to learn and improve constantly, with the consequent optimization of the advertising investment.
These are the most obvious fields of use of artificial intelligence in the marketing world today. However, there are more in the pipeline and they will continue to revolutionize the way we attract new customers and retain current ones. This technology is here to stay.
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