Anticipating the future, a millennia-old human aspiration, found in Artificial Intelligence the possibility of becoming a reality. Predictive mathematical models already existed, such as those used by actuaries to predict risks, within a statistical horizon. But in recent years, the enormous amount of information that companies have about their current or potential clients, combined with AI, has driven the growth of predictive marketing, which can make accurate forecasts of people's behavior.
According to Salesforce's latest Predictive Intelligence report, these types of implementations have a direct impact on sales: the average increase in conversion rate for sessions (the period during which a user is actively interacting with a website) influenced by predictive intelligence is 22.66%.
In the latest season of Duplas, the podcast by Interact, the Argentine association that brings together agencies, consultancies and producers in the digital ecosystem, in the episode “The day after AI: behaviors and feelings”, two AI experts address this new panorama: “We go to Netflix and it recommends the movies you are most likely to like, a flight costa rica telegram phone numbers can predict whether you are going to buy a flight even if they don’t give you an offer, Waze makes a mathematical prediction to take you to a specific location more quickly, companies have been using AI for many years to improve their offer,” explains Fredi Vivas, CEO and founder of RockingData.
Is the customer angry?
AI solves this problem. “Data models are analyzed more and more quickly and, combined with Generative AI, they can, for example, connect with a tool that is a virtual assistant, which communicates, in real time, with a person who is waiting in line, obfuscated, and can offer them a discount at that moment. The possibilities of improving customer satisfaction are endless thanks to these tools,” explains Rodrigo Scandura, CEO and co-founder of Cuatro Coronas.
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It is worth noting that not everything that glitters is gold: “It is very easy for a company to incorporate a layer of Generative AI and say 'I am an AI-driven company'. Behind closed doors, it is more complex. It is important to distinguish between a chatbot that answers in a fairly correct manner and another that is integrated with all the company's systems. In the latter case, the conversation is with an AI that is very informed, knows your purchase history, if you have contacted it before and why, what doubts you may have, and based on that it can recommend a new product, because it already knows your previous experience and your behavior,” Vivas continues.
The possibility of system integration would be impossible if another technology had not been developed: cloud services. “Cloud-based AI or Machine Learning engines can predict future scenarios, not only for the company's external audience, but also within its internal production processes. A company's operation can be highly impacted by these implementations, within any industry, to name a few: logistics, mass consumption, financial industry, among many others,” explains Juan Ozino Caligaris, co-founder and Country Manager of Nubity.