The Customer Experience has changed (and will continue to change) as a result of AI. Why and how did this happen? Artificial Intelligence tools are now widely used and deployed across a wide range of industries.

We might claim that AI’s success is due to organizations’ increasing desire to develop more customer-centric, and above all, tailored strategies.

In this piece, we’ll explain artificial intelligence and look at some of its marketing uses. Finally, we’ll look at AI’s function in the customer experience, which has evolved into a critical component of the brand-customer interaction, with a focus on customer service.

What is artificial intelligence, and how does it work?

According to the Osservatorio Artificial Intelligence del Politecnico di Milano, AI is a discipline of computer science that examines hardware and software systems that have the capabilities of people and are capable of performing prescribed tasks and making judgments that are normally entrusted to humans.

Artificial intelligence systems can be categorized into three categories based on their human capabilities:

Natural Language Processing is used to comprehend and process language.

Machine vision is used to comprehend and process images.

Predicting and making decisions, the ability to predict and make decisions;

The ability to autonomously take actions and automate processes and operations is known as acting and automating.

As a result, it is evident that Artificial Intelligence technologies, beginning with marketing tactics, offer significant prospects in a variety of situations and sectors.

Artificial Intelligence Marketing is a branch of AI that focuses on marketing that takes advantage of AI systems’ capabilities, such as data analysis, to interact with customers and create personalized communications.

As we discussed in a previous piece about marketing trends for 2021, there is an increasing need for brands to prioritize humans and their needs. All of this translates into personalization techniques aimed at strengthening the customer’s relationship and making him feel special.

We’ll gather the most important AI applications for marketing strategy and customer service based on these foundations.

A look at AI Marketing and Customer Experience

AI tools may be utilized to conduct and support a variety of marketing operations, which is changing the way marketing strategies are developed.

So, what are the most common AI marketing applications?

Creation of Content

Artificial intelligence is proven to be a valuable ally in content marketing, both in terms of assessing and generating content ideas, as well as in terms of producing them.

In reality, AI technologies can analyze Google Trends to uncover content ideas that are relevant and high-quality, as well as recommend the most effective SEO tactics and keywords for creating relevant and high-quality content.

The usage of AI for writing content, macro and micro texts is gaining traction, as we noted in a recent essay about copywriting. According to a recent study conducted by Persado, a leader in the field of AI content development, 73 percent of marketers intend to include AI into their business creative processes.

Lead generation and nurturing

Artificial intelligence can help in lead scoring, which is the process of ranking possible leads according to the company’s perceived value. The use of artificial intelligence to automate this process saves time and improves the efficiency of all linked actions in the conversion of leads to consumers.

Furthermore, AI tools that can do lead nurturing actions exist. Chatbots and virtual assistants, for example, are capable of anticipating the requirements and interests of leads and automatically sending customized messages to engage the lead and accompany him down the funnel.

Conversational Business

Conversational commerce, or the collection of procedures and technology that enable people and brands to communicate via chatbots and voice assistants, has paved the way for new purchase methods based on more direct and personal communication.

Conversational commerce, according to Shopify, streamlines the buying process for customers and allows businesses to automate customer service, improve communications (such as purchase confirmation or shipping notifications), recommend additional products or services, and interact with customers in real-time.

As a result, artificial intelligence aids in bridging the gap between the consumer and the buy.

Advertisement with AI and campaign optimization

Advertising is also being transformed by AI. Indeed, AI solutions allow for the optimization of advertising campaigns in terms of time, expenses, and approaches. Intelligent algorithms can also find and produce advertisements by evaluating the habits of the target population and taking into consideration variables that people would miss.

Furthermore, as we discussed when discussing content generation, AI’s capacity to generate text can be utilized to create text adverts that vary depending on who sees them.

Finally, we have technologies that allow us to optimize the content, budget, targeting, and distribution channels of advertising to increase its performance.

Recommendation Systems

Recommendation systems are a type of recommendation system that is used to make recommendations

Recommendation systems are currently extensively used and extremely significant applications since they assist users in selecting products, services, and content.

Recommendation systems for e-commerce based on Artificial Intelligence, such as Google’s Recommendations AI, allow businesses to provide a more personalized shopping experience by suggesting products based on a study of the user’s search behavior.

The following are two more intriguing examples of the application of recommendation systems:

Youtube, which employs a Google Brain algorithm solely to recommend new and relevant content based on the user’s favorite channels and videos;

Netflix uses machine learning and algorithms to recommend content that may be of interest to the user. This is accomplished by analyzing explicit data (such as user ratings or favorite lists) as well as implicit data based on behavior (e.g. series and episodes watched in a given time frame).

The application of recommendation algorithms is yielding excellent outcomes. Consider that 80 percent of Netflix programming is chosen based on recommendations.

As a result, we can conclude that all of these tasks, which are aided by AI, have a direct and indirect impact on the whole customer experience. As a result, we’ll look at how AI can improve the consumer experience, with a focus on customer service.

What’s new in AI and customer experience?

As we predicted, organizations are increasingly adopting a data-driven strategy to provide a more tailored customer experience.

Customer service is one of many variables and actions that contribute to a positive customer experience, as we all know.

Companies are relying significantly on artificial intelligence to respond to customers who are increasingly hungry for immediate and detailed responses to their concerns.

AI tools can be used in any activity that involves customer service.

So, which ones are the most popular right now?

Chatbot

Assistive technology

Chatbots can be used to swiftly respond to simple inquiries and assist customers through content (e.g., guides) to solve problems, and if they don’t provide a good solution, they can put them in touch with a human operator.

Chatbots can be implemented into a company’s website or social media channels (e.g., Facebook Messenger), allowing consumers and brands to communicate more effectively.

According to a Nielsen study for Facebook IQ, 53% of customers prefer to buy from a firm with which they can engage via instant chats. This graph demonstrates the value of artificial intelligence in customer support.

Chatbots, on the other hand, are limited in their ability to handle more textually complicated queries or many requests at once. And it is in this setting that virtual assistants are becoming increasingly popular.

For numerous reasons, virtual assistants are more advanced AI solutions than chatbots. First and foremost, they can understand and interpret the context in which the user’s dialogue takes place. This means, for example, that the virtual assistant can understand and reply to queries even if they contain typos, but a chatbot would not be able to do so.

Furthermore, virtual assistants can interpret the user’s state of mind and respond most effectively thanks to sentiment analysis skills that take into account the message sent. A functionality that chatbots currently lack.

The advantages of AI in terms of customer service

When it comes to concluding how AI can be used to improve the consumer experience, the advantages are clear.

In terms of marketing, AI makes it simple to achieve the goal of personalization, which entails creating a one-of-a-kind relationship with the customer through entirely customized offers and communications.

Waiting and problem-solving times can be cut in half thanks to artificial intelligence in customer support. Furthermore, AI tools’ data collection and analysis capabilities allow them to anticipate customer requests and provide more effective and satisfactory responses.

All of this, of course, correlates to higher customer happiness, as their demands are prioritized in the company’s objectives and hence higher customer retention.

Artificial intelligence, in the company’s opinion, is a significant help not only for marketing operations but also for managing corporate processes and infrastructure.

Machine learning-based solutions are frequently employed in the water industry for proactive infrastructure maintenance and risk mitigation. This enables providers to remotely monitor equipment, reduce maintenance costs using AI’s predictive capabilities, and schedule field operations more efficiently.

To summarize, while AI is viewed as a threat because it replaces humans, it proves to be indispensable support for a company that wants to stay competitive in the market by meeting new consumer needs and providing innovative customer experiences.

Furthermore, as we just saw in this post, AI is quickly becoming a key tool for establishing unique customer relationships by personalizing communications and making them more effective.