When we think about enhancing digital marketing, we often look at what can engage a potential customer, as well as what could enhance our brand. By utilising AI (Artificial Intelligence) this could be done closer to home!
There are several benefits to home AI, they’re accessible to use and allow for the input of other devices to aid in home accessibility, with this aside, they are also a game-changer for marketers. AI could potentially change consumer behaviour by constantly learning from the consumer’s experience e.g. AI on an eCommerce website would allow for a “fully cognitive website”. Providing quicker recommendations on future purchases and contribute to an easier customer journey and increased sales long term.
After public scrutiny regarding privacy, Google have recently released a TensorFlow Privacy tool to help keep your information private. Smart speakers have become a fast-selling home AI in recent years, sales are forecast to pass 250 million units by 2020. It has been predicted that by 2022 $53bn USD (£40bn) will be spent by consumers on smart home devices and other appliances. These interconnected devices allow users an ease of use but also allow for the device manufacturer to gain an insight on customer expenditure.
Accessibility of AI
Smartphone manufacturer Huawei have recently been promoting their latest AI application: StorySign as they expand into the European market. The application assists deaf/hard-of-hearing consumers by translating words on a page into sign language interpreted by an avatar. This is a niche product building positive brand awareness and recognition of how AI can aid accessibility.
AI can also assist multilingual communication, social media such as Facebook have dedicated AI research teams who have deployed a translator in recent years. Partially bridging the communication gap between consumers and businesses by condensing lingual barriers. Within business and marketing this would allow the company to interact with all of it’s audiences, this is reflected within the AIDA model and Chaffey’s 5S model which adds to the brands awareness. However, there’s still a possibility that translations could be mistranslated, so larger businesses would benefit from hiring bilingual/multilingual employees for these roles.
Accessibility expert and Facebook developer Matt King believes that AI will assist with eliminating barriers for disabled users in years to come. It has been said that by 2025, marketers will increase their data sources from 14 to 45 and no longer use personas. Instead they will use AI and collected data, 90% of customer interaction being through AI.
Amazon Alexa for B2C and B2B
The Amazon Alexa is a great example of an AI device, this is normally utilised for B2C marketing due to it’s ability to store consumer data to help plan the consumers journey before a decision is made for a product. However, what many don’t know is that the Alexa can also be utilised in B2B as a conferencing tool. The tool can be used by both the business or the consumer to provide information with ease from accessing calendars to controlling equipment via voice command. This is the perfect bridge between business and consumer due to the insights it gains.
Can AI Help Businesses?
Simply the answer is yes, there are many avenues which businesses can utilise with AI. For example, AI can aid businesses to understand the expectations of consumers. Customers will provide the data companies want, but expect a high quality service experience in return throughout their consumer journey. It could be argued that the data retention of AI’s could allow businesses to provide a more customised and personal target. Allowing for consumers to be targeted individually, opposed to traditional marketing methods such as consumer personas of people fitting within a traditional “type”.
Recent analytics suggest a staggering 47% of executives state that their companies have used at least one AI in their business process. Whereas 20% state they will deploy AI across their businesses by 2019, including 70% who will use cloud-based software. It is said by 2020 the penetration rate of AI software in business will grow. While some companies utilise AI in their business for personal interaction, others are using it to monitor the likes of fraud and other cyber crimes.
As mentioned before: one of the main ways businesses utilise AI is with the use of chatbots. Websites including WordPress have plugins for using Chatbots, which can aid consumers with questions. Other companies use chat bots to engage consumers with promotional offers, for example: the Captain Morgans Facebook account often hosts “one free drink” voucher, on the terms that a specific word is input via Facebook messenger.
Chatbots can assist with straightforward queries promptly, increasing customer satisfaction by making customers feel more valued by the business. Chatbots constantly learn and evolve from previous encounters to deliver an overall better experience. However, some customers still prefer human interaction to resolve their queries.