Artificial intelligence, or AI, is technology that learns, reasons, and self-corrects, and it’s being used by businesses to improve the customer journey. Automation, machine learning, machine vision, and natural language processing are the primary pillars of AI that companies can lean on to make their relationships with customers more personal. These processes include learning, which is the acquisition of information and the rules for using that information; Self-correction, which is the process of automatically finding and fixing errors; and reasoning, which is the process of using the rules to reach approximate or definite conclusions.
Consumers are optimistic about AI, and over half believe it will have a positive impact on their personal lives. Many are still learning what it is, but companies are already using it to help them. It’s used to detect and deter security intrusions in IT; to anticipate future customer purchases and improve recommendations and offers; to make financial trading easier, and to automate call distribution in customer service departments. In fact, automation is one of the most significant benefits of AI, as it frees employees’ time to do more critical, customer-centric tasks.
One example of using AI to help a business reach its customers is a Harley Davidson dealership in New York. With the power of AI, the dealership’s marketing campaigns increased sales and the number of leads. The firm tested its advertising and found that the word, “call” performed 447 percent better than ads containing the word, “buy.” Artifical intelligence evaluated what was working across digital channels, then used what it learned to create more opportunities for conversion. And, because of the data AI managed, the dealership needed to hire six additional employees to handle the new business.
The infographic below, from Salesforce, provides more information about how AI is being used today and how you can leverage the use of AI to increase sales, build business, automate rote tasks, and more–without losing your humanity.