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RESEARCH, ANALYSIS & TRENDS

1. To uncover new customer potential by using many In marketing, for instance, AI helps dealing with large
different data sources, e.g. even customer data amounts of data that are constantly changing but
from the internet; must be processed continuously. For example, we
can categorize customer reviews with the help of text
2. Analysis of past and forecasting of future customer analysis, have routine queries processed, train
behavior, e.g. through data mining and the chatbots in customer dialogue or even purify and
statistical twin method; systematize product datasets with the help of AI. If
there is an initial problem with the assignment, the AI
3. Automation and personalization along the is getting "smarter" with each additional input and
customer journey up to 1:1 marketing distances, e. relieves us of routine work, so that we can focus on
g. by cross-touchpoint tracking. the more important work - the creative tasks in
marketing.
• Artificial intelligence (AI) is a replica of human
perception and decision-making, so that machines The data and systems help us, so to speak, to get to
learn to work on and solve problems independently. know each customer better and better, to anticipate
But this is actually nothing new: AI systems have been their wishes, to address them and to serve them
researched since the 1960s. Today, however, Big perfectly. ◊
Data - both the presence and processability of mass
data - provides the prerequisite to deploy AI on a
broad basis. AI is experiencing a downright boom with By Daniela La Marca
big data right now and has found its way into all kind
of areas of life when regarded as being useful.

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