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RESEARCH, ANALYSIS & TRENDS
There is still a big gap between AI
potential and use
Artificial intelligence (AI) has become indispensable in Many companies in the retail and eCommerce sectors
science. Ultimately it is able to analyze large amounts of are already using these AI technologies in marketing to
data much faster than the human brain. By now, the some extent. However, a recent Forrester study,
systems have even progressed so far that they deduce commissioned by Emarsys - Building Trust and
appropriate conclusions and can act accordingly. Thus, Confidence: AI Marketing Readiness in Retail and e-
the discipline has made breakthroughs in discovering Commerce finds that there's a gap between the
correlations in research in various fields, marketing potential of today's AI marketing solutions and their
being one of them. actual implementation in the enterprises.
AI combines complex tools of marketing and enables a Great potential
personalized and automated customer approach
Although the importance of AI solutions in retail
. marketing and e-commerce is well-known, it often fails
Independently it manages to decide on the time, to be implemented, the study reveals: 75% of
channel, content and type of incentive, based on respondents see the rapid progress in digitization as a
individual customer data. At the same time, the process problem, according to the study, and finding the right
can make possible changes and adjust the type and tool is another issue. Around half of the surveyed
amount of incentives used to control campaign success. companies (54%) even claim to have no effective data
This eliminates the need for elaborate, manual management strategy in place: A sufficient database is
segmentation of buyers into different groups with usually given, but often collected in so-called data silos
corresponding content and enables smaller companies and not analyzed accordingly. Hence, instead of
to prevail against industry giants personalized "one-to-one" offers, customers receive the
6 February 2018 - Artificial Intelligence (A.I.) in Marketing