Apparently, the concept of AI has caught on as the market (or industry) is expected to grow from $58.3B in 2021 to $309.6B in 2026. There’s a voice ib every AI blog that “AI is finally accepted.” Let’s take a step back to 2003 when I started my first business. We utilized AI, but we used manual algorithms and maxed out excel sheets.
To be clear, AI has been around for decades – we just didn’t have a fancy name for it. The beneficial insights, automated processes and generation of data analytics for businesses across industries is paramount. The financial industry thrives on data, supply chain and logistics demands data to make intelligent decisions. In the bar industry, a product’s par level is the minimum amount of a product a bar or restaurant should have on-hand to meet that product’s demand—until additional inventory is delivered. Data is King across all industries – farming, hospitality, retail, cruise ships and manufacturing – and always was. In the past we did not have fancy software to churn, process and make sense of the data. Now we do. Let’s take a closer look at how amazing brands that have been in business for 100+ years like Sloan Valve, Anheuser Busch, Harley Davidson and Coca-Cola have utilized AI to drive brand connections to continue their greatness.
Here are three ways AI can support brand objectives across industries.
(1) Emotional Intelligence: Monitor and provide support to consumers
If brands are looking to build connections with consumers and establish strong, ongoing relationships through accessibility, AI is one way to do it. In the psychiatric, therapy and wellness industry, an app like Talkspace has the ability to stay in touch with a therapist to monitor the state of a person’s emotional health while supplying tools and advice that can benefit them.
Through a subscription, the user can access online medical visits, medication and the option to check in for emotional support and therapy exercises around the clock. The app can generate personalized conversations with the users through a chatbot that’s backed by psychological techniques and ongoing learning about the user as communication increases.
The AI component is backed by human interaction – the user can still meet with their care team of doctor, coaches and pharmacists on a regular basis. The UnKommon Revolution team is building out learning and intelligence specifically for psychiatrists and therapists that are utilizing telemedicine. The intelligence is based on tone of voice, facial expressions and eye movements. On a funny note, my first client, one of the top 3 psychiatrists in the US, asked if the intelligence can “detect expressions even with botox, fillers and facelifts.” I could not (and still cannot) comment on this one. 🙂
(2) Retail: Get me to the ecommerce sales funnel faster
Speed and effectiveness in ecommerce is paramount. For the last 20 years I have believed in one ecommerce concept: “3 clicks and I’m done.” I don’t want to click more than 3 times between identifying a product – shoe, glass, shower curtain, etc. – to completed checkout. Chatbots have been utilized by many corporations for about 10 years. When they first came to the scene, it was an awkward experience. Now companies like GoDaddy are utilizing chatbots with a lot of success. With predicted questions and answers programmed for customer interactions, someone with a few questions could quickly follow the sales funnel as they get assisted with narrowing down products and, ultimately, making a selection.
If you chat with GEICO’s virtual assistant at Geico.com in the auto insurance industry, for example, it’s quick to offer help with insurance and policy questions. In just a couple of clicks, the user looking for a new policy quote for auto insurance is directed to the sales portal and toward generating a quote. The same virtual assistant is accessible to customers in the mobile app – and the more questions you ask, the more it learns.
For the ecommerce customer, a chatbot can allow them to interact with a brand at any time of day, it can help them quickly figure out which product or service suits their present needs, and it can help them make a purchase.
On the brand intelligence side, marketers can gather data about their prospective customers (like name, contact information and interests) while saving time and labor costs.
(3) Get Social: Audience Reach is Um…. Important!!
Further into the marketing side, there are uses for AI in social media across any industry that can make brands more efficient in reaching their audience and attracting new followers. While automation isn’t new – like scheduling social media content across channels to post in advance – AI tools add an entirely different level of advancement. Think tools that auto-generate content on social media channels.
One example is the #HashMe AI Powered Hashtag Generator, an iOS app. Users can upload an image or use text to search hashtags. What they’ll find: trending hashtags to select and add to branded Instagram posts.
There are uses for AI in social media across any industry that can make brands more efficient in reaching their audience and attracting new followers.
While artificial intelligence is growing stronger in the digital space – and the digital marketing space with advertising campaigns – human input and reasoning are still necessary for it to evolve and for its work to factor into brand strategy. But AI tools are incredibly useful to lean on when it comes to quickly engaging with and assessing the consumer, directing them down the sales funnel and reaching them more effectively across channels.
Ready to incorporate tools into your consumer interactions to see how AI can help your business and branding efforts? Reach out to us today.
ABOUT UNKOMMON REVOLUTION
UnKommon Revolution is an independent creative & performance marketing agency that creates omni-channel campaigns, unleashing creativity on a data-driven world, helping brands produce memorable, measurable and repeatable results. Obsessed with data-driven performance, we believe every marketing dollar should be viewed as an investment. Our clients expect a meaningful return and we prove the ROI of our work with quantifiable data.