AI in digital marketing is now a reality, and according to experts it has arrived to revolutionize the current paradigm . Thanks to the advances in Artificial Intelligence, custom software development services applied to each of the stages of the Customer Journey can be implemented to achieve quantifiable results in aspects such as increased customer satisfaction , decreased volume of interactions that reach agents, reduction of service times and time attributed to the complaint, absorption of traditional traffic, predictive web prospecting, reduction of lead acquisition costs , increased conversion and reduced shopping cart abandonment .

Thanks to AI advances, technologies applied to each of the stages of the Customer Journey can be implemented to achieve quantifiable results.

In the opinion of Noelia Romanillos , Sales Specialist Director Iberia, France and North Africa at Genesys, “ there is no single type of customer journey , which implies paying importance to data. From a marketing point of view, it will be necessary to design a unique experience and bring it to all channels , and in a single interface to have a global vision and 360º management of all the channels that customers use to communicate with the custom enterprise software development, "That they feel it as theirs, because they are part of an experience."

Applications of AI in digital marketing

Some of the main applications of AI in the field of digital marketing are:

• Predictive analytics. Predictive analytics is based on the use of algorithms, data and machine learning techniques to determine the probability of something happening using historical data.
• Content creation. Through AI, original and interesting content can be created using certain tools. These do so based on basic information and certain data. Several major media outlets use technology to create news and drive traffic to their website.
• Content customization. With Artificial Intelligence, personalized content can be offered to each user automatically. 90% of the world's data has been generated in the last 2 years thanks to digitalization and the fact that the Internet is used more than before. This creates the need to generate more information, but this is of such magnitude that it would take a long time for people to process it. Hence the need for Big Data and AI systems, with infinite data processing capacity.
• Programmatic advertising. Programmatic advertising uses AI to automate the purchase of space for advertisements, making them reach more specific population segments and reducing the cost of acquisition with greater advertising effectiveness.
• Chatbots. More and more companies are turning to them to offer effective 24-hour communication to customers. They allow you to manage a large number of queries simultaneously with a high level of quality in this service and improving your customer service.
• Marketing automation. AI makes it possible to automate marketing thanks to human intervention, which is responsible for applying rules and determining flows, although it is expected that these tools will soon be autonomous and adapt to users thanks to their profile and historical data.
• Know the reasons for the purchase. Knowing the causes of the purchase is one of the advantages of AI, which allows you to improve marketing actions by knowing what works best. This knowledge is also very useful to know the best way to sell the product through customization, achieving improved customer satisfaction.
• Email marketing. Several tools use artificial language processing to improve email marketing results, complementing the actions of marketing managers. Therefore, it is a good complement to other email marketing strategies.
• Web design and User Experience UX. There are tools that apply AI to design web pages based on information provided by the user, generating good web results.
• Product innovation. Thanks to the prediction of trends and better user knowledge, AI facilitates innovation for the launch of products and services.
• Recommendations. AI makes it possible to give purchase recommendations to users based on data such as purchase history, among other uses of this data.

6 success stories of AI in marketing campaigns

Today, there are many companies that rely on the success of AI for their marketing campaigns . A fact that, without a doubt, is giving them good results. Below we highlight some success stories generated from the application of AI in digital marketing in prestigious companies such as Mahou San Miguel, CareSkore and Netflix, and which also include Genesys clients such as Toyota, eBay and Uber:

1. Mahou San Miguel

The company has turned to AI and Big Data to achieve its main objectives: for its marketing department to know the digital impact on the brand image and predict the most appropriate mix to achieve its objectives.

2. Care Score

With predictive analytics, CareSkore saves time, money and resources. It provides personalized management in the field of medical care using Artificial Intelligence, allowing the creation of predictive analyzes in real time. This reduces hospital readmissions.

3. Netflix

The American entertainment company used AI to create an algorithm that recommends new shows to watch based on data collected from viewing history on the platform, as well as the time of day and user preferences.

4.Toyota

Saatchi & Saatchi, an advertising agency, collaborated with Toyota on a campaign in which an internal Artificial Intelligence panel was used to compare audiences based on a multitude of interests that were loaded into the database, with multiple interactions. By collecting consumer data and relying on automated AI, marketing teams came up with insights they couldn't discover otherwise, and told the brand's story in a more personal way.

6. Uber

The new Uber bot has been on Facebook Messenger for more than a year, allowing the user to request a car from any conversation, by clicking on the car image icon and sending messages to the bot to request the trip. This bot is also on Slack and Telegram.

The (future) potential of AI

The truth is that, at the present time, there are numerous enterprise software development company that already use AI to automate email marketing and sales processes, with many success stories in this regard. In fact, according to Servion Global Solutions, it is estimated that by 2025 AI will power 95% of customer interactions, including online and telephone.

There is no doubt that today marketing is undergoing changes in search of satisfying attractive, personalized and satisfying experiences, and "ensuring an intelligent trajectory" with the help of Artificial Intelligence is, in the eyes of analysts, a success. With it, many processes related to consumer needs can be improved. In addition, it helps manage advertising campaigns and segment audiences.

It is estimated that by 2025, Artificial Intelligence will power 95% of interactions with customers, including online and telephone

AI is increasingly present in the field of marketing through more sophisticated tools and software development solutions, although it still has a long way to go and is, according to experts, on the verge of its full potential.