Even though there is a lot of hype created around artificial intelligence, there is always that one intriguing question, which is, “What’s new?” Specifically, when we look at marketing as a function, there is always a lingering question about what the difference is between today’s AI application and a system that has been delivering personalized content for more than two decades.
A classic example to answer this question is the paradigm shift in the concept of AI for driving and transportation. Earlier, AI was limited to self-parking and advanced cruise controls. Today and down the line, we will experience the evolution of self-driving cars, which will be fully automatic, with artificial intelligence at the core.
What this indicates is that earlier AI was used at the edges of a specific function, and in the future AI will be at the core of operations. This can be further substantiated with the fact that even a company like Google, which has been a strong advocate of machine learning and artificial intelligence, thinks that its products need to be revisited.
How does this reflect for marketing? AI in marketing will follow the similar scenario of the shift from self-parking to self-driving cars. AI will allow marketing functions to take customers through a journey and give them an exceptional experience to be associated with the brand.
If we look at the field of customer engagement, this is all about building a complete customer profile with a 360-degree view. Beyond customer attributes, the metrics will also capture customer interaction with a brand and products associated with the brand. It will encapsulate the date, time and the channel through which the customer engaged. Through AI, this data can be fetched on real-time basis and takes the customer through a complete journey from start to end.