When was the last time you interacted with a Chabot? How about the last time you found yourself clicking away on a website as a result of a targeted ad on Facebook? Or what about the last time you engaged with technology during a retail experience?
These personalized and informative offerings are become the standard and are raising our expectations as consumers. According to a study by Demand Metric in 2016, “80% of marketers said “personalized” content is more effective than “un-personalized” content.
AI is being sewn into the loyalty loop, therefore catching consumers during the inspiration phase of their purchasing journey through targeted ads and reeling them post-conversion through curated emails. Data and analytics are being leveraged by providing insights through machine learning, natural language processing and optimization. This means your future household connectivity devices will understand your unique accent or dialect, and your car may alert you or even take control after a long day when your eyes begin to droop.
AI Transforms CX:
The manufacturing experience:
Improved manufacturing creates value to the consumer by delivering higher performing products, faster. Siemens, for example, uses a robotic prototype to read and follow CAD instructions. The prototype is therefore optimizing its systems by solving problems without programming.
The content engagement experience:
Bombarding emails from companies would previously have been sent straight to the trash, but what about when they address your specific needs and enter your inbox in moderation? Based on subscribers browsing data, algorithms now have the capacity to contextualize content and deliver personalized emails. Whether it’s due to time spent on a landing page or interactions with blog posts, your content is now being curated. The more the consumer engages with content, the more data is collected and the more personalization is provided.
The logistics and delivery experience:
We all as modern consumers would appreciate hassle-free deliveries in the blink of an eye, and AI is making that possible. UPS, for example, uses ORION, which is an AI-powered GPS tool that optimizes navigation by providing the fastest route possible to its fleet. Algorithms are based on driver-provided data and weather data, allowing drivers to get deliveries to customers efficiently and safely. Beyond improving the customer experience, optimized delivery routes allow companies to minimize emissions and limit the impact on trucks.
The in-store experience:
Seamless experiences enhance the overall experience, which is why in-store tools and geo-localization are paving the way for consumers. Additionally, as online shopping becomes more convenient and customized, shoppers have begun to dip in and out of the store and website. McCormick and Company’s, Zatarain, previously partnered with inMarket, using grocery shopping applications and beacon location-based services to send customers’ grocery store list reminders, coupons, rewards, and loyalty points, while physically shopping in a retail location. The company therefore exploited ‘mobile to mortar’ to create a seamless in-store shopping experience.
Weighing the risks:
‘Big data’ has controversially and recently been labeled a buzzword, but as AI evolution demonstrates, data leveraging is imperative to the success of AI. This means not just collecting data, but using data and analytics to uncover valuable insights. Without valuable insights from accumulated data, incorporation of AI innovations will impede growth, rather than propel it.
Beyond case specific threats, AI has been characterized as dangerous to due to invasion of privacy as consumers’ maneuver through the online world. It is additionally considered risky due to the potential for a miscommunicated goal between a machine and the humans behind the machine. A machine, for example, that is programmed to get a human from point A to point B may face a problem when a non-planned event occurs. This could take form by a person suddenly crossing the street while the machine is in motion or by a car abruptly stopping in front of a machine.