Personalisation the artificial intelligence way

Andrew Pearson
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Andrew Pearson: Intelligencia Limited, Hong Kong

Journal of Digital & Social Media Marketing, 2019, vol. 7, issue 3, 245-269

Abstract: 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.

Keywords: personalisation; real-time marketing; artificial intelligence; machine learning; deep learning; lookalike marketing; chatbots; customer lifecycle; emotional recognition; psychometrics; image search; website morphing; voice-assisted search; voice recognition; programmatic advertising (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (1)

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