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RESEARCH
ANALYSIS
system simply learns what works, and what doesn't,
TRENDS
and optimizes its measures accordingly.
AI can also be used to measure more precisely which
content formats - such as text, images, video - work for
which customers and how certain content is received
by the online audience. So, the systems also learn e.g.
whether the assignment of offers to a profile was
successful. Accordingly, they can make decisions
about the right time and communication channel for a
communication measure.

AI-based personalization strategies not only ensure
increasing conversion rates and satisfied customers,
but more efficiency. Marketing managers save time-
consuming activities such as dividing buyer groups into But trend scouts also benefit from AI-based image
segments and the corresponding content assignment. recognition. In the past, photos had to be viewed to
Furthermore, they receive help with incentive decision- identify trends at an early stage, which is an extremely
making, which avoids wastage and can even turn complex and error-prone process. With the new image
inactive users into active customers. recognition models, millions of images can be analyzed
in a very short time. The so-called ‘AI trend and
The use of AI can even open up completely new paths demand forecasting’ is used by the sports manufacturer
for personalization: AI-based visual search solutions, Nike, among others.
such as e.g. StyleSnap from Amazon or Slyce, enables
a potential customer to take pictures of items (e.g. from Anyway, whether real-time analysis or visual search,
the fashion industry) and the AI then analyzes the the use of AI makes the personalization of communica-
photo and suggests similar products in the online shop. tion more efficient and effective - and online providers
This technology is based on Google's Cloud Vision API, and their customers benefit equally from this.◊
which can be easily integrated into an app or the
mobile version of the online shop. By Daniela La Marca

February 2020: Automation & AI: accelerator in digital marketing 12