How AI Improves Marketers’​ Creativity

Apr 30, 2019 | Blog


Stay up to date with the latest CX expert tips and news.

Written by Don Peppers, Author, Speaker and CX Expert 

In just the last couple of years I’ve encountered an increasing number of vendors offering marketers an array of innovative tools based on artificial intelligence and machine learning.

Of course, the discipline of marketing is inherently based on human creativity, and none of these tools by themselves can generate authentically new, creative marketing ideas. They can, however, relieve marketers of the often tedious tasks of compiling data, looking for patterns, or sorting through a blizzard of mostly irrelevant or uninteresting options. And this enables a user to be a more creative and effective marketer, by making better use of the otherwise overwhelming volume of input available.

In effect, AI and ML are now augmenting marketers’ creativity. Consider just these few examples, for instance:

  • Evergage, a company that I advise, empowers marketing managers to do true one-to-one marketing by selecting different actions, offerings, and messages for different customers in their digital interactions. Evergage clients mix filters, boosters, and variations to tailor their digital messages and offers, one individual customer at a time. The problem for digital marketers is that there are literally thousands of possible combinations that could be appropriate for each customer, and while Evergage’s tools are a great convenience, it would be easy to be overwhelmed by the sheer volume of creative opportunities available. So this is where Evergage’s recommendations functionality comes into play, using AI and machine learning to comb through real-time, contextually relevant data about a customer’s characteristics and interactions to suggest a smaller, more manageable set of “likely” options.
  • Alterna CX, a European company founded and run by some ex-Peppers & Rogers Group colleagues of mine, takes machine learning and artificial intelligence to a company’s frontline workers, enabling managers and employees at retail stores, bank branches, and other customer-facing venues to access insights on the attitudes and needs of the particular customers they are dealing with – real-time insights based not just on the latest customer survey responses (such as NPS and CSAT), but on real-time, AI-screened relevant data, such as a customer’s recent texts and social media comments.
  • Decibel empowers marketing automation professionals and IT staff to diagnose customer sentiments being expressed in mouse track patterns, scroll times, and clicks – observational customer online behavior that can reveal, through machine learning and AI, the existence of specific website problems or customer service issues, even before any customer feedback survey. The technology is often used to help dissect the reason behind particular feedback.
  • Solvvy lets customer service agents spend more time dealing with the exceptional customer interactions that they encounter – interactions in which creativity, empathy, compromise, or even friendly banter will play a role. Agents can do this because the more routine issues that have prescribed solutions can be dealt with by Solvvy’s AI-powered, conversational chatbot.

All this is to say that the first wave of technology offerings based on machine learning and artificial intelligence are already having a big impact on the marketing function. Unlike simple automation, however, AI’s impact won’t be to “dumb down” the marketing function, but to augment it.

This article was originally published by Don Peppers on LinkedIn.


    Related Resources

    Benefits of AI-Enhanced CX Management Systems

    by | Apr 12, 2023 | Blog | 0 Comments

    Cross-functional projects, listening to customers, understanding consumer insights, closing the loop are the top phrases used over and over again ad nauseam. However,...

    Predictive Customer Analytics

    Best Real-World Examples for Predictive Customer Analytics

    by | Nov 17, 2022 | Blog | 0 Comments

    From the birth of civilization until 1900, beneficial knowledge doubled every hundred years approximately. Following World War II, these intellectually fertile periods...

    Close the loop

    Don’t Ghost Your Customers! Close the Loop

    by | Oct 11, 2022 | Blog | 0 Comments

    Do you try to win your customers back with a free item or discount when they are unhappy with the service agent’s attitude? Do you consider to bolster staff training?...

    Three Unique Ways to Boost Customer Retention

    Three Unique Ways to Boost Customer Retention

    by | Aug 27, 2022 | Blog | 0 Comments

    What does Customer Retention Mean with Today's CX Expectations? Let's say you’ve decided to watch one of your favorite Netflix series on a quiet weekend evening at...

    Customer Obsession

    Customer Obsession: Vital Component of Growth

    by | Aug 3, 2022 | Blog | 0 Comments

    What is Customer Obsession? Before pointing out the connection between customer obsession and sustainable business growth, let’s agree on the terminology. In lots of...

    sentiment and emotion analysis

    Going Beyond Sentiments: Emotion Analysis

    by | Jun 28, 2022 | Blog | 0 Comments

    Emotions do matter: Sentiment and Emotion Analysis You have done everything you can to please your customers. In every aspect, your team of professionals provided the...

    CSAT vs NPS vs CES Customer Experience Metric Selection

    Customer Experience Metric Selection

    by | May 30, 2022 | Blog | 0 Comments

    CSAT vs NPS vs CES: The Complete Comparison The first step before deep diving into customer experience metric selection is to understand the main areas to address when...

    Four Areas to Address When Measuring Customer Experience

    Four Areas to Address When Measuring Customer Experience

    by | May 24, 2022 | Blog | 0 Comments

    Measuring Customer Experience Measuring customer experience gives companies the opportunity to determine whether their customers have a problem and understand how to...

    CX Signals and Slack Pair for a Perfect Fusion in Organizational Culture

    CX Signals and Slack Pair for a Perfect Fusion in Organizational Culture

    by | Apr 25, 2022 | Blog | 0 Comments

    Slack has come a long way since its inception back in 2009.  Currently, users send over 1.5 billion messages per month. According to Slack statistics from 2021, 88,000...

    Request a Demo

    Seeing is believing

    Learn how to apply AI to analyze all the various CX ”signals” generated by your customers via surveys, text, complaints, social media, and other interactions. Discover how to quickly identify and flag the most important problems and opportunities, and then better prioritize your investments.