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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