Marketing has been transformed by emerging technology; and this is especially so now that machines can perform cognitive tasks much faster—and much better—than even the most astute market experts.

Pursuant to the latest advances in NLU (natural language understanding), voice assistants like Alexa, Siri, and Google’s voice assistant understand normal human speech, and can respond as needed.  Such chatbots can be seamlessly integrated with human conversation, doing hand-offs to personnel as the need arises; thus cutting down on man-hours of work, and eliminating tedious, mundane work so that available talent can be used in more productive ways.

Even the best marketing teams often struggle to effectively respond to customer emails.   AI technology is making it possible for companies to engage in two-way conversations without the involvement of a real person.  CRM (customer relationship management) can now be automated.  This leaves to humans only the most complicated interactions—tasks that require the human touch: special discernment, nuance, novel scenarios, etc.  AI-powered chatbots (e.g. virtual assistants) are now able to evaluate customer responses so as to ascertain intent, then develop responses that keep the interlocutor engaged.

 

Bots equipped with NLP (natural language processing) are a widely used application of AI among B2B companies.  When used across a fully array of customer-facing channels, they can be automated to share FAQs and push relevant content to targeted users, and figure out how to do so as the occasion arises.  Micro-targeting isn’t just about savvy profiling; it’s about ideal timing.