How artificial intelligence is hyper-personalizing the customer relationship

Artificial intelligence, a challenge for companies is the theme chosen for the 21st edition of the Entreprenariales exhibition held on Thursday 24 November at the Allianz Riviera in Nice.

“AI affects all sectors of the company which, as results, is an improvement in efficiency and productivity, whether in logistics, human resources or marketing”, explained Bruno Valentin, associate director of the Nice communication agency Pole Company and above all the main organizer of the event. Customer relations have not escaped this tidal wave, a phenomenon that is particularly relevant to retail. “We see this increase in the power of AI in e-commerce, but the traditional is also worried.” And to add: “Studies show that by 2030, 85% of interactions between retailers/brands and customers will be managed by AI.”

Predicting customer expectations

How will this technology change marketing? By personalizing the customer experience, moving from one to many to one to one. No more sending the same message to many customers, now is the time for hyper-personalization based on data from consumer interactions with the brand, whether online (current and past purchases, possible questions asked by the chatbot …) also in physical stores (loyalty card…).

“This data collected and analyzed through algorithms allows marketers to spot current and future trends, Bruno Valentin continued, and to predict customer behavior to suggest to each the most suitable product at the best time. “Increased traffic in the store or on the site, increased loyalty and improved redemption rate, this hyper-personalization is an opportunity to improve the commercial performance of the brand. “This phenomenon of predictive customer journey is still in its infancy, we can consider facial recognition in the short term, like a science fiction film. Minority Report“, the publicist believes. AI can also predict emotions by scanning customers’ faces… The technology is already there. In 2017, KFC, the king of American fried chicken, already tested a facial recognition payment solution in Hangzhou, China…

Drive to the store

For e-commerce or the physical store, AI has other applications that can disrupt commerce, bringing services that exist physically to digital and vice versa. Therefore, the interactive fitting room that allows customers to virtually try on clothing items combines the benefits of physical and digital shopping: “We are in phygital. Another example: by putting on a virtual reality headset, the customer can for example see the rendering of a sofa that is too big to show in a store in the center of town.”

Voice assistants and chatbots

Companies can also rely on chatbots and other voice assistants. “A chatbot is a true customer service that answers frequently asked questions with little added value. This AI application in conversational marketing is a great way to keep and reassure consumers 24 /7. with voice assistants such as Alexa or Google Home, many brands understand their usefulness and develop applications based on voice recognition to allow their customers to create shopping lists and order without an interposed screen.

Contextual advertising and creativity

Finally, taking data about each user, AI optimizes advertising by delivering relevant messages to the right people at the right time.

AI is already being used to anticipate tomorrow’s trends. Can it be in more creative areas like advertising campaigns? Maybe… The British agency 10 Days used AI-assisted creation to create 240 ads in a few minutes and above all at a reduced cost. “Some are off the mark but some are usable”, lines the leader of the Pôle Company who, for his part, prefers to leave the creation to men and the machine to manage the pre-tests.

It’s hard to fight against this tidal wave of AI, but is this technology only reserved for big brands? “Virtual dressing room science fiction ten years ago was not yet widespread.” On the contraryContextual advertising and predictive marketing and data analysis are within SME’s reach…

And grow your business

On the sidelines of the Entreprenariales show, HubEco Nice-Matin, which has changed its name to Côte d’Azur Eco, will focus on how artificial intelligence can boost its business growth. Speaking about this, Marco Landi, former world leader of Apple but above all president of the EuropIA Institute, an association that aims to inform as many people as possible of the importance of artificial intelligence. On his side, Denis Bastiment, co-founder of Sophipolitaine MyDataModels, which specializes in small data.

If Marco Landi is fully convinced of the usefulness of artificial intelligence in business, it is also necessary “that it is above all ethical, responsible and sustainable”, he insisted. Not to be confused with digital transformation, AI values ​​data, which is a valuable asset often overlooked by leaders. “The data collected and analyzed will make it possible to determine the trends on which the entrepreneur will rely to reduce energy costs, attract talent, invent new services and therefore increase his income…”

little data

It remains to find this data and learn how to use it. This is the point of focus. Sometimes SMEs give up, believing they don’t have enough big data to develop algorithms. AI is not reserved for multinationals with access to large groups of data. The proof of solution created by Sophia Antipolis startup MyDataModels. TaDa, its predictive modeling software works on small datasets and allows professionals without special knowledge of artificial intelligence to optimize their activity, better understand, predict and support their strategic decisions.

AI to improve your business is the theme discussed by the partners of Côte d’Azur Eco this Thursday.

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