In an age of information overload – both analog and digital – it has never been more important to give your brand a personal touch. Helpful, close to the target group and fast, that’s how a brand has to be today. But for humans alone, this sounds almost unattainable, as the capacities of marketing departments remain very limited after all.
This is where artificial intelligence comes into play, as the ideal tool for humanizing and optimizing the brand. As contradictory as it may sound, AI brings the personal to brands.
For example, it can make brands more personalized. One way to personalize a brand is to make the customer feel that it is not a marketing message that millions of others have already received, but one that has been written personally for them. The AI can, through appropriate search algorithms, analyze, for example, personal events such as birthdays or changes in the customer’s situation and incorporate them into the body text.
Of course, the recipient subconsciously knows that the machine is at play here, but it feels nice to be addressed personally – doesn’t it?
By the way, this possibility does not end with the mail, but can also be transferred to the brands’ websites. Artificial intelligence helps website owners create a tailored experience based on visitor activity. We know this functionality from Netflix, for example, where subscribers are given recommendations for new shows based on their previous viewing habits, locations and behavior. In doing so, the algorithm collects data about visitors, clusters them into different groups, and creates unique and different experiences for visitors.
Chatbots, which we have written about more frequently, are also a building block of the new web experience here. Even though they often, due to their yet very limited functionality, do not enjoy such a good reputation, they are a great opportunity for companies’ personalized marketing.
As in most cases, the usefulness of AI ends at routine tasks, but answering basic and repetitive questions is a good opportunity that is also becoming more personal and human through the advances of Conversational AI.
These were just a few examples of how brands today are coming to have a personal touch, but the implementation of the measures today, due to the constant progress of technology, are nowhere near as costly as they were a few years ago and offer brands a way to stand out in floods of information.