Personalisation of Artificial Intelligence (AI) technology in marketing
With the uses for Artificial Intelligence continuing to emerge, it’s becoming increasingly important for marketers to understand the value AI technology can bring to business, as well as the pitfalls one may find when faced with generic AI features and technology. While the tech industry continues to niche AI technologies to further serve mankind, programmers have in some instances failed to consider the impact that generic responses and robotic messaging can have on consumers. So, as marketers we need to be asking “What can we do to personalise AI technology” for our customers and to the benefit of the organisation?
How can AI technology be personalised?
The Marketing Insider writes that, “AI is making the customer experience more personalised than what most marketers would have ever thought to be possible. Companies are already using artificial intelligence to make their websites, emails, social media posts, video and other content better tailored to what customers want rigmakeht now.”
Tech Target, provide 3 simple ways for marketers to incorporate personalisation into their AI programming with the aim of enhancing customer and user experiences. We have summarised them here for you:
1. Personalised Content
In order to accommodate a wider range of consumers, brands must include personalisation in their marketing initiatives and content. Personalisation should be tailored to each demographic within their target audience and as far as possible, specific to the customers buying stage and interest. For example, you wouldn’t want to advertise dog food to someone that has a cat. Thanks to big data, marketers are now able to target customers in a much more meaningful and relevant way, including by location, gender and age. Another major benefit of personalisation is the ability of brands to make consumers from all backgrounds feel included and their purchases desired. It has become an expected practice for brands to push out personalised content and sponsored ads that make the customers experience with the brand feel more personal and relevant.
2. Personalised Messaging
“Hi [XXX] – your order is on the way!” These are the types of generic messaging and email tactics that brands need to leave behind in 2021. It’s a new year with new opportunities – one of which is building more personalised AI personalities. This will help brands to better develop and assert their brand identity with their customers. There are many algorithms already in place with Google, Facebook and other social media giants that give brands the ability to track consumer behaviour. Marketers that are not using this to their advantage are seriously behind and will struggle to compete with competitors that are able to offer audiences products and services tailored to their needs, at the point when they are searching for it and ready to purchase. That would be the equivalent of closing the till in a store just before the customer is about to swipe their credit card. But more than that, by creating personalised messaging using AI messaging tools, you could offer a whole new experience to your customers.
At this point it is important to note the combined skills required in your marketing team to pull this off. This being the integration and/or collaboration of programmers and copywriters. This is imperative for the success of your AI messaging strategy.
3. Personalised AI chatbots
It seems that personalised chatbots have been popping up everywhere on every website and social page in the past year. But what good is an automated AI chatbot that is not personalised to the customers journey? People long for the feeling of being heard, understood and cared for. AI chatbots need to be programmed in ways that can accommodate these emotional complexities and should offer visitors to your site or pages, an enhanced feeling of importance and value.
In conclusion, the personalisation of AI marketing is an absolute must in 2022. As developers continue to program software and hardware to facilitate more integrative AI experiences for users, continuous consideration must be paid to the human-elements of the consumer.
To read more about the ways in which personalised AI has been utilised in marketing successfully, click here.