A.I. + M.L.

AI + ML can help travel companies discover customer segments that they may not realize were there. Armed with this kind of information, airlines can understand what matters most to its customers at the individual and personalization level, which will enable them to anticipate their customer’s needs before even the customers are aware of them. Even more, airlines can understand key characteristics of their most profitable customers. The use of deep neural networks and image classifiers can analyze and parse images, which can enable casino marketers to monitor the images that provide the highest selling and conversion rates through its website and ecommerce channel.

ML can also be used to compute dynamic clusters of customers to create fluid segmentation in real-time. As consumer gaming habits and/or booking patterns evolve, fluid segmentation ensures the casino continues to reach the right guests, at the right time, at the right price, through the right channels, with the right offer.

Today, the importance of personalization in customer experience initiatives can’t be underestimated. In his article 5 Ways AI Will Boost Personalization in Digital Marketing, Dirk Vogel argues that AI will radically change the marketing landscape by allowing the following:

  • Personal shopping for everyone.
  • Utilizing chatbots to increase customer service.
  • Seamless programmatic media buying.
  • Predictive customer service.
  • Optimizing marketing automation.

According to Vogel, “Shopping online creates rich data footprints regarding the individual preferences, spending habits and preferred channels of individual consumers. Feeding these digital breadcrumbs into an AI-engine helps bring curated shopping journeys to mass audiences.”

As Amazon, Pandora, and Netflix have proven, personalized shopping for everyone is a winning formula “Using an advanced recommendation-AI, e-commerce leader Amazon creates more than 35% of its total revenues with personalized shopping recommendations,” states Vogel. “Taking personalization to the next level, artificial intelligence also allows for predicting the kinds of purchases consumers are going to make before they even know it,” notes Vogel.

“Customer service is still where today’s brands are dropping the ball,” Vogel believes, adding that “Only 35% of companies are able to identify their customers at the moment of contact (Selligent survey)—with customers potentially unfriending brands and taking their business elsewhere.”

It may sound counter-intuitive, Vogel argues, “but automated bots can create lifelike, seamless customer service experiences, addressing the consumer on their purchase history and known preferences.” One of the standouts, Vogel notes is Facebook’s “M” technology, which is embedded in the Messenger app. “The AI delivers personalized product, travel and restaurant recommendations, while troubleshooting technical problems,” Vogel explains.

Although chatbots are cheaper than handling customer service inquiries over the phone, there’s a catch as chatbots can only deliver highly personalized and contextual assistance if they have access to universal consumer profiles that are populated by real-time data. This means, done correctly, developing chatbots is an expensive upfront investment, it is an investment that should be done company-wide, not siloed by just the marketing or customer service department as information that chatbots tap into are useful throughout the organization.

On the marketing side, AI may deliver that extra dash of relevancy programmatic advertising has been waiting for all these years. “On the consumer side, AI helps create individualized display ads that website visitors want to see,” while on the accounting side, “the bots handle invoicing and payment for these ad transactions, giving marketers more time to focus on the big picture.”

With AI, predictive customer service and marketing could be just around the corner. “What may sound like a scenario from the Minority Report movie is already in beta testing: Intel subsidiary Saffron has created an artificial intelligence that is able to predict with 88% certainty why, on which channel, and for which product individual customers will seek help next. ‘We’ve been expecting your call,’ never rang more true,” Vogel predicts.

One of the biggest problems in corporate marketing is hitting the customer with automated marketing offers too often. In the future, AI will analyze a consumer’s purchase history and email habits to choose the optimal time for hitting the inbox with content that’s bound to boost open rates and conversions,” Vogel contends.

Intelligencia can help companies utilize A.I + M.L. to increase customer ROI. Contact us to find out more.  

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