How to Harness AI to Revolutionize the Customer Experience
Artificial Intelligence (AI) has become a hot topic in the business world, with many C-level executives recognizing its potential to enhance the customer experience and gain a competitive edge. According to a study conducted by IBM’s Institute for Business Value, 75% of CEOs believe that the most advanced generative AI will determine who holds the competitive advantage. As a result, marketers and commerce leaders are now exploring AI solutions and strategies to improve customer experiences throughout the buyer’s journey.
While there is a growing interest in AI, many marketing and commerce teams are still in the early stages of developing their AI roadmaps. In fact, over 76% of senior executives are either working on or planning their AI strategies. However, the key to fully leveraging AI lies in creating a connected ecosystem that integrates AI tools seamlessly.
One of the most common forms of AI used in marketing is generative AI, which involves using models to create content based on patterns learned from training data. This allows marketing teams to create new content or customize existing content to better suit specific locations or market segments. AI tools can also employ machine learning algorithms and statistical models to analyze historical data and make predictions about customer behavior.
However, the true power of AI is realized when it is fully integrated into a connected ecosystem. For example, AI can be used to analyze engagement data and predict which creative elements will be most effective. These insights can then be used to inform the creation of personalized campaigns across multiple channels. AI can also accelerate content creation by analyzing historical engagement data and suggesting the most effective content types for each stage of the customer journey.
Here are five strategies for using AI to enhance the customer experience:
1. Elevate marketing strategy and planning: AI allows organizations to design and optimize marketing campaigns, media planning, and commerce strategies. By understanding the impact of individual campaign elements on key success metrics, marketers can inform personalized campaigns that span multiple channels and feature custom-tailored content.
2. Hyper-personalize customer experiences: AI enables marketers and commerce teams to go beyond basic segmentation and achieve true one-to-one marketing. AI tools can recommend tailored experiences based on continuously updated customer profiles and preferences. These tools can also generate thousands of image and content variations to bring recommendations to life.
3. Accelerate content creation: AI helps marketing teams develop insightful content roadmaps and create fresh, relevant content at record speed. By analyzing historical engagement data, AI can identify trends and suggest the most effective content types for each stage of the customer journey. It can then speed up the end-to-end content lifecycle, from ideation to delivery.
4. Connect and orchestrate customer journeys: AI allows marketers to design seamless and cohesive customer journeys by analyzing vast amounts of data. AI tools can identify the most effective touchpoints and interactions for different market segments. When deployed in real time, AI can guide customers through personalized journeys that increase engagement and conversion rates.
5. Scale asset variations for market testing: AI can help marketers and commerce teams test numerous content variations and experiences to identify the most engaging ones. It can produce a vast array of content variations tailored to different audience segments and preferences. AI also determines which variations are most effective in real time, continuously refining the content strategy for optimal results.
Several businesses have already experienced significant benefits from leveraging AI tools in their tech stacks. For example, Canon USA uses predictive AI models to deliver personalized customer journeys, resulting in increased engagement and higher chances of conversion. IBM integrated generative AI into its workflows and achieved 26 times higher engagement, effectively reaching valuable audiences.
Adobe offers a martech and commerce stack that makes it easier to combine AI tools. It comes with native AI models and offers well-documented APIs for easy data exchange with other systems. With Adobe’s extensive network of technology partners, businesses can easily connect AI-powered solutions and accelerate results.
By incorporating AI into their workflows and creating a connected ecosystem, marketing and commerce teams can deliver exceptional customer experiences, gain a competitive advantage, and achieve operational efficiencies. The future of AI is now, and businesses that act swiftly to embrace it will reap the rewards.
