Intelligent CIO Middle East Issue 51 | Page 43

///////////////////////////////////////////////////////////////////// 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 INTELLIGENTCIO 43