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FEATURE: DIGITAL TRANSFORMATION
personalisation. It allows brands to
communicate with their target audience
at the right time, with the right product,
the right offer and message, through the
right channel. Brands are able to achieve
higher response rates, increased customer
loyalty and lower marketing costs.
• Image search: AI allows consumers to
search for products based on images
they’ve come across. Shoppers simply
take a picture and get matched to
similar items on ecommerce websites.
A good example is Pinterest which is
leveraging this technology by allowing
its users to select any item from any
photograph online and then throws
up similar items through an image
recognition software.
• Enhancing customer service: Chatbots
are a popular and invaluable way
for brands to offer 24/7 customer
service support on their
ecommerce websites. They
simulate human-like
conversations with
customers and can
execute tasks,
automate
order
processing,
and can also
provide accurate
answers to customers
about product details,
quantities and shipping terms.
• Generating customer insights
Instore: AI deployed in physical store
helps capture, and correlate in store
customer behaviour data and shopping
preferences with digital channels like
social, email and mobile app. These
insights can be passed onto the sales
associates for cross-selling, up-selling and
strengthening the customer engagement
directly on the sales floor.
www.intelligentcio.com
The use of AI becomes even more powerful
when combined across all channels.
Organisations that realise its potential will
not only drive sales and improve efficiency
across platforms but will also build a strong
and loyal clientele in the long-run. n
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