Research

The AI-enhanced
customer experience

Reply’s data-driven research has tracked and measured the most compelling trends in the field of Artificial Intelligence for Marketing.

AI technologies are boosting marketing and customer experience

We investigated the link between the main Marketing trends and key enabling technologies, conducting a research through Reply‘s SONAR Trend Platform. This enabled us to create an overview and mapping of relevant trends based on their occurrence within expert media articles, mass media, patents and scientific publications.

The Strategic Framework for AI in marketing

The “Strategic Framework for Artificial Intelligence in Marketing” is a model for understanding how advanced technologies are inciting transformation across a spectrum of customer experiences – from Marketing Research, to Marketing Strategy, and Marketing Action.

"The cycle views strategic planning as a circular process. In this context, the execution of marketing actions will feed back to marketing research as market data, which constitutes a continuous cycle for Marketing ResearchStrategyAction."

Source: Huang, MH., Rust, R.T. November 2020. "A strategic framework for artificial intelligence in marketing.", J. of the Acad. Mark. Sci.

Deep dives into the leading marketing trends reshaped by AI

Marketing Research Trends

Marketing Strategy Trends

Marketing Action Trends

Key Takeaways

More AI means more insight

AI integration into existing Marketing and businesses practice opens up new avenues for consumer data gathering, helping brands to gain unique competitive edges that were unimaginable in the past.

Accurate predictions are becoming a reality

Through AI, the current Marketing landscape can be modelled to make educated predictions for the future, enabling Marketing teams to have accurate perspectives about where they can lead their Customer Experiences in the future.

Human input into AI still crucial

In the near term, AI is still only as intelligent as the humans that program it. To date, human interaction and oversight is still crucial to mitigate for algorithmic bias, and also enhance Customer Experiences from a creative-curatorial standpoint.

Compounding Roi

The promise of AI to lead towards dynamic, almost instantaneously personalized consumer activations - where actions are analyzed in real time and treated as new inputs for market research - creates a compounding effect on ROI, opening up new opportunities for marketers.

Embrace AI to make data actionable in your business

Empowering your organisation with an AI-oriented approach can support you in effectively reaching
your customers and building an increasingly personalised user experience.

Data

Does your organization have access to a well-rounded mix of zero-, first-, and third-party data? Structured and unstructured?
Is the data clean?

Platform

What BI platforms are you already using? Are they able to make your data interoperable and provide insights through predictive modelling, visualization, or recommendation?

Culture

Is there an internal willingness for to experiment and iterate? Is there precedent for nurturing creativity through unique combinations and applications of datasets?

Organization

Is your organization open to cross-functional collaboration of teams to harness the most power from AI capabilities?

You may be also interested in