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RESEARCH, ANALYSIS & TRENDS

Processing), which will dramatically reduce the failure not seem to have really arrived in marketers’ day-to-
rate of chatbot interactions, by making them more day lives. Apteco interviewed, for instance, more than
natural and valuable for customers. Juniper anticipates 300 marketing experts to find out their plans for using
that retailers who do not adopt chatbots will face strong AI. According to Apteco, only 8% said that AI drove
challenges from more technologically adept disruptors, their marketing last year, although three-quarters of
who will use chatbots as an extension to the crucial respondents planned to use AI in 2018. Not to mention
omnichannel retail experience. that AI adoption is slow in non-marketing areas as well.
Still experts are convinced that AI will change our lives
(For more insights, download the free whitepaper: How significantly, despite its high complexity, hurdles
AI Can Revive Retail.) regarding data protection and ethical aspects, that are
assumed to be the reasons for the restraint.
In fact, Juniper expects chatbot-derived revenues to
soar, predicting retail sales resulting from chatbot-based Particularly, the issue of privacy could be the reason
interactions to reach $112 billion by 2023, up from $7.3 why the use of AI in marketing is not as advanced as
billion in 2019, which represents an annual growth rate expected. The entry into force of the General Data
of 98%. However, the research found these sales will Protection Regulation (GDPR) in May 2018 has for
largely be a result of migration from other channels, sure demanded a high level of attention from marketers
rather than a new revenue stream. Accordingly, the and regarded as a stumbling block for AI
research emphasized that while retailers must adopt implementation. The bottom line is that the use of
chatbots for ease of use (and to reduce consumer artificial intelligence in marketing is still more of a hype
churn), their return on investment will come from than a reality, but the potential and opportunities that it
efficiencies, rather than new income. Finally, AI can also brings are undisputed. ◊
be used for sentiment analysis, for instance, in
connection with social media comments and customer By Daniela La Marca
reviews to identify valuation patterns.
But despite AI's multiple applications, its potential to
contribute to an improved customer experience and to
make workflow more productive in marketing, it does still

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