The 2017 State of Marketing report from Salesforce indicates that marketers today are paying more attention to artificial intelligence than ever before, with 51 percent of marketing leaders already using AI and 72 percent of high-performing teams using it for personalized product recommendations and predictive lead scoring.
Indeed, personalization is a powerful use case for AI because it is so effective in engaging customers by individualizing each interaction across any channel, whether website, mobile device, wearable, IoT smart device or app. Combined with the power of data unified from different sources from across your organization, AI can deliver winning combinations of content-rich, individualized digital experiences that create micro-moments of influence – those intent-rich split seconds when decisions are made and preferences are shaped – vital for marketers looking to influence customer behavior. AI-powered personalization can be seen in action across many industries today, in particular, the e-commerce sector. (e.g., Dillard’s, one of America’s largest department store chains, uses artificial intelligence to drive revenue growth) Here are just a few examples of some of the things you can achieve with AI-powered personalization:
You can use AI-powered algorithms to uncover valuable insights and high-value micro-segments for better targeting, advanced customer segmentation and analytics. Then You can combine cross-channel behavioral insights and data from external and internal sources to develop and target valuable audience segments with personalized experiences.
AI-powered personalization helps drive conversions by dynamically delivering personalized content and page layouts across devices and channels.
Increase user retention and session length by inserting data-driven product, content and email recommendations at critical touchpoints and drop-offs. AI enables you to optimize for goals such as “maximize conversions per user” or “maximize purchases” by showing similar, popular, high-grossing or related products. Recommend based on viewing history, prior behavior, real-time intent and more.
Automatically and continuously optimize the performance of any content using AI-powered testing and optimization algorithms. Test anything from headlines to CTAs to landing pages. Simply set your optimization goals, run the tests, and select the top-performing variations for truly effortless optimization, enabling faster time to market and increased revenues.
Anticipate needs, create urgency and drive latent users back to whatever channel they engage you on with perfectly timed, behavior-triggered incentivizing overlays and notifications, retargeting display ads, exit intent overlays, emails and more.
Modify content and direct users to dynamically created account-focused pages or sites based on the user’s account and related account-based intelligence from any data source across your organization. Shift one page, parts of a site (or entire sites or channels) in real time to meet the needs of individual target accounts for increased revenues.
The bottom line is that with artificial intelligence, you can intelligently personalize all aspects that impact the digital experience on any channel, including layout, menu bars, display ads, pop-ups, CTAs and more. You can also dynamically tailor elements, menu items and categories to serve customized layouts according to each visitor’s unique segment, and continually test and optimize them (based on clicks, purchases, subscriptions or any other conversion goal) in order to serve the best experience to each user. Are you using artificial intelligence yet? I’d love to hear about your experiences and results!