The emergence of artificial intelligence (AI) is transforming the business world. It offers unprecedented opportunities to reinvent marketing and sales strategies. Business decision-makers, both in large companies and in SMEs, must realize the power of AI and its impact on revenue growth, with new generative AI approaches further accelerating the phenomenon. So, how does AI represent a major strategic ally for the marketing and sales professions? Explanations from Thomas Houdaille, specialist in artificial intelligence.
One of the most significant benefits of AI in marketing is the ability to create personalized experiences for each customer. Machine learning algorithms analyze customer data to predict future behavior, enabling personalized recommendations and offers. This increased personalization creates deeper connections with customers, improving loyalty and increasing the likelihood of repeat purchase.
AI to improve performance
AI systems are capable of processing large volumes of data, but also data of various types. In addition to structured customer data (such as customer relationship management information and web browsing data), the use of images and text (emails, social networks, etc.) provides additional information essential for customers.
For example, the use of natural language processing (NLP) techniques makes it possible to carry out “sentiment analysis” based on written communications with the customer, in order to automatically determine their level of satisfaction.
As an illustration, a fashion store could implement an AI system to analyze the style preferences of its customers. Based on purchase histories and in-store interactions, AI suggests personalized outfits on subsequent visits, improving customer satisfaction and loyalty.
Chatbots and AI to improve customer experience
Among the flagship applications of AI in marketing and customer relations, we find chatbots. After a sometimes disappointing first period (we were dealing with improved FAQs or scenarios which sometimes left the customer distraught!), these chatbots are experiencing a new lease of life with generative AI.
The basic principle and benefits remain the same: offering instant answers to customer questions and guiding them through a process (purchasing for example), and providing 24/7 support. This improves the customer experience and increases conversion rates.
Generative AI increases the effectiveness of chatbots, because they are able to offer a more “natural” conversation experience, more adapted responses, anticipating the customer's needs with increased precision.
An example that is now quite common in the world of services is the implementation of a chatbot for customer support. This chatbot is able to answer frequently asked questions in natural language, resolves common problems and directs more complex requests to technicians. The company thus provides rapid and efficient assistance to its customers, while freeing up time for its teams.
Read also: AI to boost sales performance
Automation of sales processes
AI also makes it possible to gradually move towards more advanced automation of the B to B sales process, from lead generation to closing.
AI systems can qualify leads based on pre-established criteria, allowing sales teams to focus on the most promising prospects. This automation improves efficiency, reduces operational costs and accelerates the sales cycle.
We can also use AI tools in B2C to analyze sales data, predict trends and manage inventory more efficiently. This avoids stock shortages and surpluses. By anticipating demand, the company can optimize its operations and increase revenue.
AI to create and personalize content
With the new wave of generative AI, marketing and sales departments have at their disposal new tools for creating visual, editorial and interactive content. From unique advertising images to captivating product descriptions to dynamic website personalization, the possibilities are vast!
Save time and efficiency
These technologies also save a lot of time on certain sometimes tedious tasks: finding content ideas, writing as well as a human and much more quickly. But also offer ideas for relevant keywords to optimize the natural referencing (SEO) of your content on search engines like Google, or even automatically translate a communication into a foreign language, to satisfy your customers around the world.
A personalized customer experience
One of the strengths of generative AI is its ability to produce personalized content at scale. By analyzing individual consumer preferences, generative models can craft unique messages and visuals for each customer segment. This goes beyond simple personalization to deliver a truly individualized customer experience, boosting engagement and retention.
That being said, the current proliferation of the AI market with new solutions coming out every month, even every week, in line with the products released by OpenAI (ChatGPT and its variations) does not make life easier for businesses! It is all the more important to invest time in monitoring, training and support to choose the most relevant approach and tools according to your needs and objectives.
Integrating AI and particularly generative AI into marketing and sales strategies offers incredible potential. Visionary decision-makers can leverage these technologies to push the boundaries of creativity, delivering unique experiences that captivate and retain customers.
