Changes in purchasing behavior and the multitude of contact channels have exploded the volume of data available to brands. The challenge for marketing today is to be able to take advantage of this quantity of data in order to enrich its strategy.
Artificial Intelligence therefore appears to be a response to this challenge insofar as it makes it possible to process large quantities of data. Thanks to this new technology, companies can now benefit from more relevant analyzes and information. Among the benefits of this technology, campaigns can be optimized and better oriented thanks to better customer knowledge and anticipation of future trends.
AI: a necessary transition technology
Artificial Intelligence brings together different theories and techniques that allow the development of complex computer programs. This type of program partially recreates human intelligence to process large amounts of information. In many sectors, AI appears to be an effective solution for optimizing and perfecting certain tasks . Applied to marketing, Artificial Intelligence offers many advantages for companies and represents a real competitive advantage.
AI: a strategic tool
In terms of marketing techniques, AI appears to be an effective tool for improving decision-making and strategy development. Indeed, Artificial Intelligence allows marketing teams to take advantage of powerful tools. The information obtained using this technology promotes clear and rapid analysis of the data in order to anticipate trends and future needs.
A daily asset
By using Artificial Intelligence, companies can free up time for their marketers by delegating certain tasks to Artificial Intelligence. However, the goal of Artificial Intelligence is not to replace humans, simply to support them in certain tasks by giving them all the information and tools they need to help them in their activity. AI therefore appears to be a real asset in improving the work of the various teams .
On the other hand, the goal of marketing is also to improve customer satisfaction by offering the best possible customer experience. For this, the AI tools will make it possible to personalize customer relationships but also to refine customer knowledge through efficient processing of the masses of data available to companies. AI therefore makes it possible to predict consumer behavior and thus adapt production and marketing campaigns .
Optimization of the marketing strategy
Help with decision-making
AI can also be an asset in decision making . Indeed, the algorithms of these technologies make it possible to identify trends in consumer behavior . From the various data collected, Artificial Intelligence can develop models and anticipate future needs. Accustomed to combining different information, Artificial Intelligence is able to bring out several indicators to optimize decision-making and thus improve the marketing strategy to be implemented.
Better segmentation
A good knowledge of the market and the segments that compose it is the basis of a successful marketing strategy. Indeed, effective and precise targeting allows you to optimize marketing campaigns and thus reach the type of target clientele. This is possible thanks to AI algorithms which allow to highlight the market segments . From this information, it is possible to adapt its marketing strategy to better reach the targeted market segment. From AI and market segmentation, Amazon was able to put in place the words: “Those who bought this product also bought these products”. This type of technique has made it possible to considerably increase sales thanks to precise targeting and anticipation of needs.
A privileged relationship with each client
Thanks to Artificial Intelligence, companies can establish a real relationship with all of their customers. This relationship between businesses and consumers is made in particular through chatbots. Chatbots are used to directly order a service or provide assistance to customers by quickly responding to their problems. For optimal personalization and a better customer experience , companies use Machine Learning to humanize chatbot responses. This improvement of chat bots is one of the essential points to provide the best customer service and thus provide a richer customer experience.
Other Artificial Intelligence tools can now improve the customer experience by providing better advice to consumers. Among these technologies, Coheris has notably developed a real-time recommendation engine capable of processing a wide variety of data from profiles, web uses and connected tools, in order to respond precisely and quickly to customer needs. This system was developed within the Open Food System program , intended to facilitate the preparation of meals on a daily basis, by offering recipes.
Save time and improve productivity
With AI, the benefits are manifold. Indeed, AI tools also improve the creation of content to meet the needs of consumers. Thanks to the sophisticated and precise algorithms of AI, it is possible to analyze needs and research on the internet in order to guide the creation of content. The use of Intelligence tools will save you time and significantly improve your productivity by offering personalized and better-oriented content.