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RESEARCH
ANALYSIS
• AI algorithms are already integrated into most • Blockchain is a new basic technology on the
TRENDS
digital services and e-commerce platforms that we Internet. With its infrastructure, encrypted data and
use today. Scenarios with both existing and new access rights can be exchanged in a trustworthy
data are relevant so that the AI can be trained and manner without a central intermediary. To make a
then actually generate added value for the user. long story short: each entry is a digital block that
Machine learning can improve the customer contains immutable information about a particular
experience by making it much more personal or transaction and the blocks form an inextricable chain
dynamic, as content is displayed tailor-made for the - a blockchain. That way, useful services can be
target group, resulting in a significantly higher offered much faster to customers, due to the fact
conversion and consequently more sales. Data is that e.g. when a contract is concluded, personal
the basis for all of this and the task in digital data is stored securely in a blockchain, no more
marketing is to set up this marketing automation complicated filling out of forms, no annoying self-
functionally. In short: the trick is to use the data in disclosure. The advantage for providers, on the
connection with AI in such a way that intelligent and other hand, is clearly that data no longer must be
tailor-made offers are created for personal customer checked labor-intensively, simplifying administration
experiences. significantly. This results in lower costs, lower
prices, better service. The blockchain becomes a
• Conversational interfaces, simple text-based convincing duo in marketing in conjunction with a
chatbots, have long been used in customer support, conversational chatbot, not to mention that
simply because they make sure that the company blockchain technology can help prevent advertising
can be reached around the clock. Unfortunately, fraud and generally improve the effectiveness and
they are often still based on manually configured measurability of online advertising. In fact, it can
rule sets and appear relatively unintelligent during make ad fraud, advertising traffic artificially
the interaction. AI-powered chatbots that can generated by bots, a thing of the past. Since
conduct a very personal dialogue with customers everyone involved along the value chain can reliably
and find the best solutions faster are therefore more see whether and by whom the advertisement has
interesting. With the ability to learn, the conversation been seen and which actions triggered it,
gets better with every given dialog. Combined with transparency is guaranteed.
predictive analytics, the chatbot can anticipate
customer requests and proactively make the right Clearly, AI and blockchain will play an essential role in
suggestion and decision. fulfilling customers’ expectations and remaining
competitive in the future. ◊
By Daniela La Marca

May 2020: Natural language processing & conversational analytics: data quality beyond reproach 12