AI is driving the future of work and becoming an essential tool for today’s intelligent marketing, sales, and CX professionals. They are now taking advantage of AI-driven tools and systems that can continuously model, simulate, and recommend the ‘next best possible action’.
AI is now a cost-effective way to automate the precise processing of millions of data points, which are beyond our human scale. It can therefore aim to reduce costs, speed decision cycles, and create new opportunities for innovation and disruption. For AI to be truly effective, it needs to be absorbed into the organization’s processes.
Here are some examples of companies taking advantage of AI.
1. Nike’s personalized online experiences
Using AI, Nike creates a personalized experience for customers who visit its website, making recommendations that are uniquely tailored to them. Customers can also search for products using conversational language and images without the need to interact with a person.
2. Amazon’s personalized shopping recommendations
Amazon customers are guaranteed a personalized and effective shopping experience thanks to AI product recommendations, which track historic purchases and similar products of differing price points. AI also equips Amazon to seize a first-mover advantage with dynamic pricing, adjusting to market demand.
3. Hyatt is making room for the human touch
Hotel Chain, Hyatt, uses a virtual assistant for parts of its reservation journey. This automates many of the dull, routine tasks (for example, authenticating customers or gathering their travel dates and destinations) before transferring the call with all the relevant context to an agent who can focus on the more empathetic aspects of the sale.
4. Starbucks’ reward programme/mobile app
Starbucks uses AI by capturing customer data to offer a unique rewards programme. Customers benefit from free coffee on their birthday, For example. Also using the mobile app they can take advantage of voice assistance to order their drinks with the barista. Access to data insights such as customer buying history means that Starbucks can offer customers tastes it knows they will enjoy.
5. Just Eat uses data insights to meet evolving customer needs
In an interview with Econsultancy (Sentence, 2020), Matthew Bushby, UK Marketing Director at Just Eat, commented on how lockdown altered customer behaviour, particularly the timing of meals. The dinner ‘peak’, which normally took place between 6:30 and 7 p.m., moved forward to around 5 p.m., most likely due to the lack of an evening commute. The company also saw an increase in the amount of food ordered for lunch, and an increase in breakfast ordering, which Bushby dubbed ‘the emergence of breakfast’. ‘We’re taking on more than a million data points every day. The challenge is then how do you use them effectively to improve the experience of customers, restaurants, and couriers? For consumers, it was all about, “How do we personalize the experience?” Your experience needs to be relevant when you arrive at lunchtime — there is no point showing you a dinner menu at lunchtime, or showing you options that take longer to prepare in an hour lunch.
Disclaimer note:
The opinions expressed in this post are those of the author. They do not purport to reflect the opinions or views of ThinkLogic Media Group or any company and their associates.
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