Leveraging AI for Better Consumer Connection

Jessica Reznick weighed in on what brands can do to effectively leverage AI and form better connections with consumers. Check out the full piece below, originally published in Forbes.

While artificial intelligence has huge potential to help brands connect with consumers, it must be leveraged in the right ways in order to be effective. We asked a panel of Forbes Agency Council members to weigh in on the best way to use AI in marketing. Their answers are below.

Improved Customer Journeys

We will continue to use machine learning and predictive analytics to enhance and automate our ability to deliver the most relevant content to our various audience segments, across web, mobile and email channels. This should help us move our prospects through the customer journey faster and with better results. – Chris CavanaughFreeman

Content Curation

Artificial intelligence is artificial. If used properly, we can redefine routine processes to set up curated content posting from trusted sources that match our content mix criteria seamlessly. While these options are readily becoming more usable, they can easily cloud up your company newsfeed. Make your AI work for you by limiting the number of posts and specifying exact topics. – Evangeline SuttonRegenerative Marketing LLC

Customer Service Chatbots

When we have a problem with a product or service, we call the company for help. Too often, the customer service rep is reading off a script with canned responses to our very different and very human situations, creating a bad experience. Chatbots, programmed by humans, can improve the customer experience, fix the gaps in those interactions and provide a more human experience. – Lori PaikinNaviStone®

Interpretation Of Human Trends

One way marketers can harness AI is to better interpret human trends as they emerge. Whether it’s about crisis response or their reaction to marketing messages, no longer will marketers need to wait for time-consuming focus groups as a way to predict human behavior. This can help create efficiency in some of the more “always-on” parts of marketing like digital, social, traditional and public relations. – Jessica ReznickWe’re Magnetic

FAQ Moderation

AI is a huge boon for handling some of the most common tasks that have to be taken care of every day. Some of those can be answering frequently asked questions in the form of a chatbot or providing any information that does not have to be relayed by a person. There are many options out there to allow for quick communication and ensure success utilizing AI. – Jon JamesIgnited Results

Clearer Communication

With the advance of AI, there’s a growing fear that human connection may be lost. However, the ironic twist here is that with more technology, we have more time for interpersonal connection and engagement. For marketing purposes, we can optimize analytics, behavioral studies, data and insights to make prescriptive decisions for campaigns, allowing us to communicate more clearly and authentically! – Fiona BruderGeorge P. Johnson (GPJ) Experience Marketing

The Right Offer At The Right Time

Having data on consumer habits is an incredible tool. AI can be distasteful when used to push sales but is beneficial when used to make life easier for the consumer. AI can help marketers serve up the right offer at the right time, but the intention must be rooted in making a positive impact on the audience. – Danny FritzSBX Group

Instant Attention And Personal Connections

One of the most effective ways to engage and keep customers is to make them feel heard. This can prove difficult and costly due to the manpower required to staff customer service departments 24/7. The smartest companies are utilizing AI tools that employ natural language processing that can simulate the experience of a personal connection and provide the immediacy of instant attention. – Keri WitmanCleriti

Improved And Increased Customer Reach

At Search Optics, we leverage AI to create more intelligent retail opportunities for our clients. From the ability to quickly and effectively direct leads toward the information they’re looking for to increasing personalization and relevance through chat and follow-ups, AI helps our clients reach customers more efficiently and on a larger scale. – Troy SmithSearch Optics

Automated, Real-Time Personalized Experiences

AI applications like chatbots are a great way to converse with users who land in your sales funnel and gather more information about them to use in your own personalized marketing strategy. The biggest value that AI can deliver to a business is the ability to personalize experiences in real time based on the data sets presented to it. – Kristopher JonesLSEO.com