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Merijn te Booij is a featured contributor to The Impact of AI on Modern Marketing: 50 Categories Ranked, 70 Experts Sound Off report.

Here's the complete contribution:

By analyzing data from consumer buying behavior, AI can transform information into insights and then act to create personalized interactions between vendors and consumers.

Additionally, AI can assist in the automation of mundane tasks, like setting appointments and troubleshooting problems, to empowering customers to serve themselves without the constant aid of a live agent or customer service representative, saving money and time for the vendor.

While this is an effective approach, you can’t train a robot for everything – at least not yet. But if we can design an AI experience that addresses 80 percent of all inbound customer queries, that’s immediately an incredible transformation within a marketing context.

Of course, there’s still that 20 percent you can’t plan for — and that’s where a combined approach succeeds.

We believe blended-AI is the approach of the future – merging chatbots and human agents to automate interactions. With bots able to handle common issues, more time is freed up for live agents to deal with complex and nuanced issues that need a human touch.

However, this blended approach has to be constantly monitored. A robot could potentially give poor advice. Imagine the consequences if a bot started providing incorrect advice to a big financial institution or a bank to customers - it could be very costly.

In order to prevent these kinds of accidents, a human team also needs to be aware of everything the chatbot is doing by interacting with the AI almost like a colleague.

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