With Al Marketing, Trust & Transparency Should Be Top Priority

IN ORDER TO CREATE tailored customer experiences that lead to loyal connections, it is becoming standard practice to gather and nurture first- and zero-party data through an open and transparent value exchange with consumers

Artificial Intelligence (AI) continuously learns from data from a variety of consumer interactions to uncover opportunities that would otherwise be difficult to find at scale.

When combined with other analytics tools to develop complex insights, reveal problems, and enhance processes, it becomes even more effective. As a result, there is a stronger, more meaningful connection with customers.

It’s simplistic to assume that AI will be objective merely because it is being carried out by a machine using factual knowledge, free from the influences of a human construct. However, using only historical data to create self-learning, black-box algorithms has the potential to perpetuate inherent biases regarding factors like gender, race, ethnicity, and socioeconomic status. And the choices a business makes based on this AI could result in outcomes that reinforce the status quo instead of bringing about a much-needed change. Artificial Intelligence initiatives could also backfire and result in public outcry or even legal repercussions if used poorly.

THE AI ADVANTAGE

When it comes to precisely identifying market openings, intuitively anticipating client wants, nurturing leads, and assisting in the design of the customer journey, the machine learning (ML) component of AI is invaluable. At each stage of the customer journey, artificial intelligence has the potential to be a priceless enabler. It’s also interesting to note that most conventional marketing methods already use AI in some form; anyone who uses social media for marketing or data pipelines already employs AI.