Page 12 - AeM_May_2019

RESEARCH, ANALYSIS & TRENDS

Artificial Intelligence in marketing is

gaining momentum

The interest in gaining a competitive advantage with the existing assistance systems like Alexa or Siri need to
help of Artificial Intelligence (AI) runs through a wide be improved. Duplex makes phone reservations in
range of industries, such as e.g. health care, production, restaurants and speaks with filer noises, so that for the
automotive or military, which are investing billions into other party the machine is no longer easily
the technology. The marketing industry certainly started distinguishable from a human. These days, the
to test various fields of application, where the use of AI Chinese web group Alibaba has also introduced its
could advance the business. The Salesforce State of latest version of a language assistant that reacts
Marketing Report 2018 already provided an insight into surprisingly smoothly to demands. In terms of customer
how widespread the use of AI has become, although the care, such sophisticated assistance systems could be
authors of the study emphasize that all in all no applied to many possible uses, however, the studies
dominant use has yet emerged. The study shows, also show that customers want to know when they
however, that 39% of marketing decision makers rely on speak with a bot and not with a human.
AI and 29% of respondents already use AI-based
systems to personalize their offers via email. Image recognition: suppliers such as eBay and
Zalando are currently showing us where the journey is
When using AI in marketing, it is essentially all about the heading. The online group Zalando, for instance, has
analysis of data and the question of whether an recently introduced the Algorithmic Fashion
intelligent software system can draw new conclusions Companion, an AI-based software that analyzes user
from it. Conclusions that marketers would never have behavior, recognizes photos and derives individual
come up with, but which are so relevant that they can be styling tips from it. To do this, AI takes on around
derived from a targeted customer approach, which in 200,000 outfits in the first step, then the self-learning
turn drives the conversions up significantly. Against this computer program incorporates fashion tips into its
background, various areas of application can be suggestions, aiming to reduce the return rates. eBay
outlined: chatbots, copywriting, speech and image also wants to advise its users more individually with the
recognition and the automated display of advertising. All help of AI and keep them on the platform. You can
these measures aim to provide the user with a highly even, for example, upload photos of items you would
personalized customer journey. like to buy and the AI trawls in the background through
the offer for similar products.
Speech recognition: in the US, the language assistant
Google Duplex is currently being introduced to the Chatbots: an increasing number of companies are
market. The intelligent software shows just how much
using chatbots on Facebook or on their website. The

12 May 2019 - Artificial Intelligence (AI) & Chatbots in Marketing