Published on November 29, 2017

Using AI to give consumers the experiences they seek.

Artificial Intelligence — AI — is not restricted to scientists and tech companies anymore. It has influenced several global industries, slowly integrating into businesses while making important changes in the marketing field. Brand marketers have now incorporated the word in their lingo.

AI’s promise to automate mundane tasks in a smart way, by processing consumer’s input data, has brought brands closer to leveraging consumer’s signals (e.g. visual/spatial, auditory/linguistic, motor and cognitive senses). Natural language processing is an attempt to understand human communication — both written and spoken — to connect with us using our language, creating humanlike interactions.

Since Machine Learning, ML, joined the landscape a boost in AI capabilities added probability to be able to make statements, decisions or predictions based on data-sets and decision loops. Machine Learning has paved the way for marketers to enrich the consumer experience by integrating output data, learning and adapting to their marketing tasks. By adding human nuances brands are enabled to deliver a deeper personalization at scale.

Brands in Charge of Consumer Data

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Some industry leaders consider data the oxygen of modern marketing.

Still, there is a long way to go. Through AI and ML, brands have brought their creative dynamic and optimization to the next level. They have been able to lift digital advertising performance and build innovative interactions that increase consumer satisfaction and decrease churn trends. Now based on predictive models they can make decisions on marketing budgets and strategic tactics that better impact current business goals.

Some tactics in place are:

  • Making one-to-one interactions possible and truly tailored to the user, despite dealing with a lot of different people, thus fulfilling the user’s expectation of personalization while bringing effectiveness to their audience outreach effort.
  • Enabling data correlation, anomalies and associations for predictive modeling to find more profitable and efficient business opportunities, delivering on the big promise of big data.
  • Opening automated decision powering tools, leveraging algorithms that automatically adjust based on what they learn from the user’s interactions, enabling a flexible customer experience.
  • Improving agent-assisted automation and conversational simulation to ease and adapt the user’s flow to any interface they use such as messenger (text) or voice search.

Yet one question remains — are users having the experience they expect?

Brands and marketers want to crack the code of the human behind the smartphone, desktop, or tablet, but the data retrieved is still limited. Computers assume things about consumers through their clicks and taps on different devices and screens, but eventually, they make mistaken decisions and deliver irrelevant experiences and content to users.

Brands are still in charge of managing consumer data, yet consumers have no idea how — it’s as if brands are keeping a unique secret treasure no one knows about. The turning point in humanizing AI will happen when brands empower consumers to manage their own data.

User Empowerment

a12 Companies want to humanize AI so that people feel like they’re interacting with another human. To be more humanlike AI needs information from humans, and people need to be accountable for what they provide.

In other words, users need to know what to give and what they get when sharing personal data. We foresee that savvy customers will soon manage their data through apps provided by brands; this will allow brands to optimize their strategies and personalize offers based on user’s interests and needs.

Intuitive Interactions

The new creative wave that AI brings to the table breeds more intuitive interfaces, giving a much needed human touch to online interactions. Very soon sharing data will be a conscious choice by consumers. They will be empowered to control their journey across the digital ecosystem (e.g. knowing when to allow Alexa to record what they say at home and what purpose that might serve).

Consumers will engage in a richer experience once they understand the purpose behind sharing their data. The more input users provide — preferred times to be reached, tastes, likes, family members and more — the more personalized and meaningful their experiences can be. Without the right context technology will not be able to work properly for them. So users who don’t provide data will get limited experiences from AI, missing out on an enhanced, intuitive, personalized experience.

Originally Published on Medium on November 29, 2017.

Natalie Garcia

Natalie GarciaStrategic Planner - M8

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