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RESEARCH, ANALYSIS & TRENDS

How established is AI in marketing

really?

Artificial intelligence (AI) is often mentioned in behavior and customer preferences (predictive
conjunction with big data or machine learning as a analytics). Applying these predictions enables
generic term for methods and applications that deal with marketers to provide their potential customers with
the automation of intelligent behavior. A key feature of AI personalized offers and products on the right channel
is that it is based on software that is capable of learning at the right time. At the same time, the results of a
from its own behavior and that way constantly improves campaign can be evaluated much faster and potential
itself. for improvement can be identified easily.

Already today, AI shapes many areas of our lives, like Chatbots are another example of the use of AI in
e.g. the language assistants of Amazon, Google & Co, marketing. They can address customers around the
new opportunities to provide faster and more precise clock, answer inquiries automatically and provide
diagnoses in medicine, or intelligent search engines that additional customer service. New data from Juniper
filter relevant results from the flood of information on the Research found the global number of successful retail
Internet in a matter of seconds. In marketing, AI has chatbot interactions will reach 22 billion by 2023, up
certainly a lot to offer as well, mainly by providing a high from an estimated 2.6 billion in 2019. According to
potential for increasing efficiency with a wide range of Juniper’s research, it is because chatbots can deliver
possible applications, data analysis being just the most high quality user experiences in a low-resource way,
important one: By using AI, for instance, a huge amount boosting customer retention and satisfaction whilst also
of patterns can be identified from customer and reducing operating costs. A crucial enabler of this will
transactional data that help predict future consumer be improvements in NLP (Natural Language

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