Charlene Childers ColemanMarch 30, 2019

AI and Marketing – What Have We Here?

We’ve had superhuman computing power hurling us into space for decades. And we’ve had brilliant women like Katherine G. Johnson, Dorothy Vaughan, and Mary Jackson getting us there and bringing us back with their impressive intellects and perseverance. These women crunched the math for NASA’s “first man to circle the earth” flight and made sure that astronaut John Glenn safely went to space and came back home again. “Get the girl to check the numbers…if she says the numbers are good, I’m ready to go.” That statement sent John Glenn to the stars and then through a fiery descent back to Earth. There were 4 minutes of radio silence, but the numbers were correct, and the rest is history.

Now our superhuman compute power has evolved into Artificial Intelligence that crunches the numbers not just for NASA, but for businesses and organizations of all shapes and sizes.

AI is about the numbers and a machine that can learn, problem solve and adapt. Avaya has incorporated AI in its communications solutions portfolio, and our customers are reaping the benefits from smarter interactions with their customers and their workforce, resulting in improved customer experience. Additionally, research firm Forrester expects that companies using AI effectively will see revenue increase up to 10%.  Knowledge engineering is the core of AI, and that means the algorithms must have an abundance of information to learn from. That information comes from massive data sets that include consumer data, purchase history, demographics, psychographics, geo-location, social media, web searches, consumption patterns, and much more.  The white paper Meeting Customer Expectations with Marketing AI illustrates how using data more effectively allows Marketing AI to become fundamental to any business that wants to retain customers in the new age of consumer behavior going digital. Brands are able to make more effective use of customer data to effectively market to new prospects and to retain brand loyalists through data-driven decision making that can anticipate customer needs, not just respond to them.

As marketers, we have a wealth of information and new tools at our fingertips. You may have a full stack of marketing technology, historical information on interactions, data from multiple sources, funnel movement or lack thereof. The trick is being able to identify and understand the relationships that can turn all of this data into effective action.  And as marketers, we want that action to result in positive customer experiences that will grow revenue.

At the end of the day, even with the emergence of AI and machine learning and its impact on how marketers are engaging with customers, businesses are still made of people – people interacting with other people. Really impactful AI should support the people-to-people relationship and enable us to say, “I hear you.”