REPLY: Artificial Intelligence is Fostering the Evolution of Customer Experience
November 02 2021 - 4:30AM
Business Wire
Reply’s new trend report, which was conducted with the
data-driven trend platform SONAR, shows up how Artificial
Intelligence (AI) will play a crucial role in the continuous
improvement of the future Customer Experience (CX). The SONAR trend
platform - enabled by AI – analyses more than 50 million sources
like international expert media, scientific publications, and
patent applications from recent years to identify upcoming
opportunities and trends that will be impacted the most by
technological development.
According to the report, AI will further improve the efficiency
and effectiveness of marketing, leading to better results and
providing opportunities for brands to create entirely new
experiences for customers. The use of AI will exponentially
increase data collection capabilities to better understand consumer
values and attitudes on a large scale. At the same time, improved
data management that combines the increasing volumes of structured
and unstructured data will enhance the ability of AI to better
predict the future.
In all areas of marketing - whether in marketing research,
marketing strategy or marketing action - AI will have a significant
impact. The analysis identifies the core trends and the strongest
enabling technologies supporting the different use cases, as
correlated through expert media analysis.
In marketing research, two trends will be accelerated by AI:
Sentiment Analysis and Visual Listening. Currently,
Sentiment Analysis mostly offers a binary perspective on consumer
relation to a brand based on positive or negative reactions online.
However, AI-based concepts like Emotion AI and Natural Language
Processing can identify nuances in consumer sentiment, helping
brands understand consumer emotions at scale and in real-time.
Similarly, Visual Listening technologies like Computer Vision, Deep
Reinforcement Learning and MLOps allow brands to understand how
they are perceived in visual contexts.
In terms of marketing strategy, the trends of Consumer
Segmentation and Marketing Effectiveness Modelling (MEM)
are also set to evolve rapidly thanks to AI. With Customer
Segmentation, companies can use AI to create more dynamic and
specific consumer segments, enabling brands to target individuals
more precisely across a variety of digital channels and
touchpoints, better addressing their needs. MEM, as the active
tracking of campaign performance and ROI, is also rapidly advancing
by using AI to capture and process exponentially increasing volumes
of data. Soon, AI-enabled MEM will have ubiquitous applications not
only tracking the past and present but also making predictions
based on machine learning techniques.
Within the field of marketing action, Chatbots and Virtual
Assistants and Personalised Customer Experiences are
growing rapidly with AI. With Chatbots and Virtual Assistants,
brands can offer one-to-one customer experiences at scale engaging
with consumer in real-time. Personalised Customer Experiences are
also enabled by AI using Natural Language Processing and MLOps to
provide bespoke recommendations, customised messaging, and unique
offers, helping establish stronger loyalty through meaningful
interactions.
“The design of contemporary customer experiences is no longer
possible without the use of Artificial Intelligence. This applies
to all phases: marketing research, marketing strategy, and
marketing action. AI can be used to create an IT landscape to make
informed predictions and give marketing teams perspective on where
they can take their customer experiences in the future. External
analysts such as Luenendonk also share this vision and rank Reply
as a market leader in their recently published market study on
digital experience service providers," sums up Filippo Rizzante,
CTO at Reply.
The Trend Report on AI and CX is part of a series on the topics
of Logistics, New Interfaces, Automotive & mobility e-commerce,
5G.
Reply Reply [MTA, STAR: REY, ISIN: IT0005282865]
specialises in the design and implementation of solutions based on
new communication channels and digital media. As a network of
highly specialised companies, Reply defines and develops business
models enabled by the new models of AI, big data, cloud computing,
digital media and the internet of things. Reply delivers
consulting, system integration and digital services to
organisations across the telecom and media; industry and services;
banking and insurance; and public sectors. www.reply.com
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version on businesswire.com: https://www.businesswire.com/news/home/20211102005039/en/
Media Contacts
Reply Fabio Zappelli f.zappelli@reply.com Tel.
+390117711594
Aaron Miani a.miani@reply.com Tel. +44 (0)20 7730 6000
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