As many businesses are learning, artificial intelligence can help improve the customer experience through consideration of the customer’s total lifecycle and engagement with the brand.
Here are four ways AI can help improve your marketing communications and customer interactions.
1. Effectively guide the buyer journey
Take The North Face, which this month launched a mobile app powered by Watson, the powerful AI computer owned by IBM. The technology combines natural language processing with the Watson-powered shopping assistant helping customers find, for example, the right coat for the right temperature or activity. The app was tested by 50,000 people that rated the experience a 2.5 out of 3, VentureBeat reported.
2. Personalize the customer experience
As with digital assistants, businesses are discovering the AI can improve business and customer interactions based on data captured and preferences. Some 45% of retailers, like The North Face, plan to utilize AI through chatbots or digital assistants within three years to enhance the customer experience, a study from BRP found.
“Within the next few years we will see the convergence of artificial intelligence with “traditional” customer service to completely change the shopping experience. For some retailers, human interaction may be too critical to move completely to AI. However, as consumers become more comfortable with Siri and Alexa, and we see chatbots increasingly replace traditional customer service, we may see human interaction be perceived as less efficient than artificial intelligence,” the study said.