The emergence of artificial intelligence (AI) is transforming the world of business. It offers unprecedented opportunities to reinvent marketing and sales strategies. Business decision-makers in both large enterprises and SMEs need to be aware of the power of AI and its impact on revenue growth, with new generative AI approaches accelerating the phenomenon even further. So how does AI represent a major strategic ally for the marketing and sales professions? Thomas Houdaille, a specialist in artificial intelligence, explains.
One of the most significant benefits of AI in marketing is the ability to create personalised experiences for each customer. Machine learning algorithms analyse customer data to predict future behaviour, enabling personalised recommendations and offers to be made. This increased personalisation creates closer links with customers, improving loyalty and increasing the likelihood of repeat purchases.
AI to boost performance
AI systems are capable of processing not only 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 (e-mails, social networks, etc.) provides essential additional information about customers.
For example, the use of natural language processing (NLP) techniques makes it possible to carry out a "sentiment analysis" based on written communications with customers, in order to automatically determine their degree of satisfaction.
For example, a fashion shop could implement an AI system to analyse its customers' style preferences. Based on purchase histories and in-store interactions, AI suggests personalised outfits for subsequent visits, improving customer satisfaction and loyalty.
Chatbots and AI to improve the customer experience
Chatbots are one of the leading applications of AI in marketing and customer relations. After a first era that was sometimes disappointing (we were dealing with improved FAQs or scenarios that sometimes left the customer bewildered!), these chatbots are now enjoying a new lease of life with generative AI.
The basic principle and benefits remain the same: offer instant answers to customers' questions and guide them through the process (of making a purchase, for example), and provide 24/7 support. This improves the customer experience and increases conversion rates.
Generative AI increases the effectiveness of chatbots, as they are able to offer a more "natural" conversational experience and more tailored responses, anticipating customer needs with greater precision.
One example that is now fairly widespread in the world of services is the implementation of a chatbot for customer support. This chatbot is capable of responding in natural language to frequently asked questions, resolving common problems and directing more complex requests to technicians. In this way, the company can provide its customers with fast, efficient assistance, while freeing up time for its teams.
Read also: AI to boost sales performance
Automating sales processes
AI is also enabling us to move gradually towards more advanced automation of the B-to-B sales process, from lead generation to closing.
AI systems can qualify leads according to 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.
AI tools can also be used in B-to-C to analyse sales data, predict trends and manage stocks more efficiently. This avoids stock-outs and surpluses. By anticipating demand, companies can optimise their operations and increase their revenues.
AI to create and personalise content
With the new wave of generative AI, marketing and sales departments have new tools at their disposal for creating visual, editorial and interactive content. From unique advertising images to captivating product descriptions and dynamic website personalisation, the possibilities are vast!
Save time and improve efficiency
These technologies also make it possible to save a great deal of time on certain sometimes daunting tasks: coming up with ideas for content, writing as well as a human being and much more quickly. But they can also suggest relevant keywords to optimise 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 personalised customer experience
One of the strengths of generative AI is its ability to produce personalised content on a large scale. By analysing individual consumer preferences, generative models can develop unique messages and visuals for each customer segment. This goes beyond simple personalisation to deliver a truly individualised customer experience, boosting engagement and retention.
That said, the current explosion in the AI market, with new solutions coming out every month, if not every week, following in the footsteps of the products released by OpenAI (ChatGPT and its variations) doesn't make life any easier for companies! This makes it all the more important to invest time in monitoring, training and support to choose the most appropriate approach and tools for your needs and objectives.
The integration of AI and in particular generative AI into marketing and sales strategies offers incredible potential. Visionary decision-makers can harness these technologies to push the boundaries of creativity, delivering unique experiences that captivate and retain customers.
