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RESEARCH
                                                                                                                 ANALYSIS
                                                                                                                  TRENDS







































       Personalization with AI:


       real-time, targeted evaluation




       Since  most  consumers  want  to  be  recognized  as   Systems   with   artificial   intelligence   (AI)   that
       individuals today, who generally expect personalization   automatically analyze large amounts of data provide a
       in marketing campaigns, Artificial Intelligence (AI) gets   remedy.  Based  on  the  findings,  a  profile  of  the  visitor
       amazingly  to  work amazingly by  ensuring the  delivery   gets  created  and  suitable  content  is  proposed:  in  the
       of an effective brand experience.                   fashion  area,  for  example,  trendy  outfits,  combination
                                                           options and styling tips.
       Because brands have significantly more information at
       their  disposal,  it  is  possible  to  engage  each  lead  with   The visitor profile is also considered in search queries:
       relevant  and  specific  messaging  or  content  and   for example, if a customer is searching online for boots,
       ‘predictive  personalization’,  which  means  detailed  and   the  AI  personalizes  the order of the models shown.  If
       refined  personalization  driven  by  Machine  Learning   the customer prefers comfort rather than elegance, he/
       (ML), come into play.                               she  receives  pictures  and  information  about  sporty
                                                           boots first, while boots with heels are only shown later.
       If  an  online  shop  visitor  sees  a  product  that  exactly   In this way, the customer experience can be improved,
       meets  his/her  requirements  and  buys  it,  data-based   and  the  purchase  probability  is  significantly  higher.
       personalization made it happen thanks to large amount
       of  customer  data  available:  for  example,  based  on   Artificial  intelligence  can  even  help  if  there  is  no
       previous purchases and search queries as well as age   purchase or surfing history, since the technology is able
       and gender. Pity that there is often still a lack of know-  to  evaluate  a  visit  in  real-time:  if  the  visitor  has  just
       how  and  time  to  evaluate  this  data  in  a  targeted   viewed a product, items are suggested that are similar,
       manner.                                             and  if  the  visitor  looks  at  these  suggestions,  further
                                                           data  is  produced  that  can  be  used  in  real-time.  The



       11                                                      February 2020: Automation & AI: accelerator in digital marketing
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