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BEST PRACTICES & STRATEGIES

Application areas for AI in business

According to a study of the Ludwig-Maximilians- website visitor, the content is then played. Users are
Universität Munich we are already at the point where addressed in a personalized way at various contact
readers can’t recognize anymore if an article is written points on their digital customer journey that considers
by a human being or artificial intelligence (AI). On the what visitors do on the website. Not to mention that
contrary, the texts of robots had even greater credibility content can also be optimized using AI. At Acrolinx,
in the test group, the study revealed. But writing texts is e.g. authors get supported in writing. The AI analyzes
not the only creative area in which AI advances. More the grammar, tone of voice and terminology directly
and more start-ups feed their servers with data and build when entering the customer's specifications. The result
innovative services thanks to machine learning. is a content that is tailored to the brand and individuality
of the customer.
I see especially a real win in AI when tackling the biggest
problem of digital media right now, namely fake news. Recommendations: Synchronize recommendations
Fact-checking tools use state-of-the-art software to across different channels, such as websites, mobile
review factual claims or linguistic subtleties. Besides web, native apps, or emails, and combine different
that, the automatic verification of sources is as well types of referrals, such as displaying favorite, recently
conceivable with AI and the list of new tools could be purchased, similar, complementary, or special
continued at will: chatbots, speech recognition, promotions in any combination. All that can easily be
translations and bug fixes are also among the areas of done with the help of the Intelligent Content Engine,
application, and AI is developing rapidly in many which can offers even much more, such as customer
business areas. segmentation, automated personalization, real-time
testing and optimization. Machine learning algorithms
The following gives a glimpse into AI’s potential with a deliver personalized recommendations across all
few examples: channels. With dynamically personalized content you
convince your customers in real time while
Personalized content in e-commerce: Today's strengthening customer loyalty. The content is sent to
marketers face the challenge to not only have to provide each individual customer at the right time and channel,
consumers with relevant content, but to play that content as e.g. Emarsys demonstrates.
in the right place at the right time. For Episerver, AI-
based algorithms analyze the entire content of the Price optimization: We all know that the price affects
enterprise. The AI automatically tags the content with the sales revenue effectively and strategically. If the
metadata and uses these tags, the integrated data assortment gets too big, it might happen to lose track,
analysis and the real-time analysis of the behavior of the but software tools can help here. In order to find the

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