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Personalisation the artificial intelligence way

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The era of artificial intelligence (AI) has arrived. Companies all over the world are championing their latest progress with AI, machine learning and deep learning, even though most of it is far short of anything that could be described as a breakthrough. Unfortunately, this excitement does not always translate into quantifiable success — it can take up to six months to go from concept to production, and even then, only one in three AI projects turns out successful. These odds might be low, but the effort is well worth it as the potential payoff could be huge. This paper describes five different types of AI — sound, time series, text, image and video — and illustrates various ways that AI can be used, including in customer relationship management, e-commerce, customer recommendations, security, voice assistance and natural language processing for customer understanding. This article argues that AI will become the basis for a level of customer personalisation that will not only be recognised but soon be demanded by fickle customers everywhere. As the paper will show, it is imperative for brands to utilise AI in their marketing because it allows them to have both a single view of the customer as well as a single view of their media.
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Keywords: artificial intelligence; chatbots; customer lifecycle; deep learning; emotional recognition; image search; lookalike marketing; machine learning; personalisation; programmatic advertising; psychometrics; real-time marketing; voice recognition; voice-assisted search; website morphing

Document Type: Research Article

Affiliations: Intelligencia Limited

Publication date: January 1, 2019

More about this publication?
  • Journal of Digital & Social Media Marketing is the essential peer-reviewed, professional journal for all those involved in the marketing of products or services using digital channels. Its overriding goal is to provide an authoritative, practitioner-focused forum to support the professional development of all those working in, or entering, the field. As such, the Journal's content is both of direct relevance to the practice of digital marketing and intellectually rigorous.

    Topics range from measuring and improving digital media effectiveness and ROI to search engine optimisation, from social media marketing to partner marketing, from mobile marketing to email marketing, website design, display advertising, pay per click and detailed marketing analytics. In short the Journal focuses on any of the established and emerging digital media, tools and practices requiring new approaches to marketing, branding and understanding customer behavior and attitudes.

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