Page 14 - AeM_Feb_2018
P. 14


             Artificial Intelligence is taking centerstage

             in marketing

            Today, artificial intelligence (AI) is almost indispensable  Technology  must  benefit  customers  and  support
            when  talking  about  customers'  service  expectations,  employees
            competitiveness,  and  assistance.  To  no  surprise,  AI
            technologies  are  taking  centerstage  not  only  in  With  AI,  employees  gain  more  time  and  are  more
            innovation  hubs like Silicon Valley,  but  the big platform  motivated when freed from monotonous routine tasks.
            companies  like  Amazon,  Google,  Baidu  or  Alibaba  are  Such systems, however cannot and should not replace
            joining forces and investing billions of dollars in AI, too.   the  consultants  of  flesh  and  blood,  but  support  and
            But  why  the  big  effort?  Well,  the  answer  is  simple:  AI   relieve  them,  because  the  personal  contact  is  still
            promises  more  efficiency,  new  business  ideas  and   extremely important to customers.
            simply  new  sales  opportunities.  With  more  productivity  According to surveys, around half of consumers believe
            and new fields of activity, the areas of application for AI  that AI can improve service, but 80% still prefer human
            are  almost  limitless:  AI  can  analyze  images,  translate  contact.  To  quickly  get  information,  customers  readily
            languages,  create  individual  insurance  rates,  make  embrace intelligent software, but for individual concerns
            industrial  plants  more  productive,  and  predict  natural  they  prefer  to  interact  with  people.  That's  why  digital
            disasters.|                                          empathy  in  the  context  of  AI  is  in  high  demand.  It's
                                                                 about  a  smart  combination  of  people  and  technical
            AI arrived in customer service                       possibilities.  Therefore,  you  should  always  use  AI
                                                                 technologies  with  a  sense  of  proportion  and  give
            In  customer  service,  AI  technologies  have  long  since   employees and customers the opportunity to get used
            arrived  as  well,  although  sometimes  unnoticed:  Banks   to  having  positive  experiences,  as  only  they  bring  the
            rely on RoboAdvisor, which gives customers tips for their   necessary acceptance.
            investments,  energy  providers  can  use  intelligent
            software to read their customers' electricity meters over  Intelligence for bot, routing and voice recognition
            the  WLAN,  and  insurance  companies  have  AI  systems
            analyze complaint letters. There is software that detects   Chatbots are equipped with artificial intelligence. They
            the  mood  of  the  customers,  sorts  out  their  degree  of   learn  and  are  getting  better,  so  that  consultants  can
            annoyance  on  a  color  scale,  and  automatically  sends   help  research  the  concerns  of  customers  even  faster.
            cases to specially trained account managers. In short, AI   Machine  learning  can  predict  the  likelihood  of  more
            has  become  indispensable  to  meet  customers'  ever-  complex  issues  and  direct  customers  to  the  right
            increasing  service  expectations:  service  should  be  fast,   specialist.  Something  similar  happens  in  email
            easy, transparent and proactive, and concerns should be   marketing  where  AI  can  be  more  targeted,  or  voice
            resolved  immediately.  Better  to  chat  for  a  few  minutes   biometrics  allows  customers  to  be  identified  by  their
            than hanging in the hotline or even wait days for an email   unique  voice  pattern,  making  customer  number  and
                                                                 password obsolete. The glimpse into the future makes
                                                                 clear that you have to prepare for AI. ◊
                                                                                                By Daniela La Marca
      14            February 2018 - Artificial Intelligence (A.I.) in Marketing
   9   10   11   12   13   14   15   16   17   18   19