by Kaylee Lauriel, PR Intern
Artificial intelligence (AI) is no longer a thing of fantasy. It is real and, while it isn’t going to take over the world any time soon (at least I hope not), your brand can have added value by using AI.
AI’s biggest benefit is in gathering information. It takes into consideration customer preferences and can allow your brand to offer a more personalized shopping experience. This, in turn, will help you reach your target audience. What does this person like? Who else would like this product? These are the questions that AI will help your brand answer.
Businesses also use artificial intelligence to increase productivity and operational efficiencies while avoiding mistakes and human error. A customer experience agency called Servion predicts artificial intelligence will power 95% of customer interactions before 2026.
The future of marketing in a world with AI is endless. You can use artificial intelligence for social listening, or identifying how the world is talking about your brand, which could in turn help you to change your brand strategy. With the use of AI for things like data collection, targeted advertising and analyzing customer behavior, you can devote more of your time to the more personable side of business.
Despite artificial intelligence being a great boon to business, there are times when human beings just cannot be beat. Artificial intelligence is just that: artificial. No amount of technology can compete with the insight and individuality that comes with real people. Brands should be warm and inviting, and when customers want to speak to someone about a complaint or a question about a product, they should be met with an authentic human interaction.
This is where you can use artificial intelligence to your advantage. With AI collecting data, creating graphics and analyzing how the public views your brand, you can dedicate your time to ensuring an authentic human connection with your customers. Whether it is by doing community outreach or just spending a little more time talking with a potential customer, you can establish a relationship that will make your brand a more appealing option compared to those that have traded human connection for the ease of AI.
An even balance between artificial intelligence and real, human interaction is key to bringing value to your brand. Work smarter and not harder but remember to utilize genuine human connection when the need arises.
