Artificial Intelligence Archives

MarTech: Using AI and journey orchestration to boost your marketing automation

Greg Kihlström on April 1, 2023

This article was originally written by Greg Kihlström for MarTech. Read the original article here.

AI and customer journey orchestration can take your existing marketing automation approaches to the next level.

Marketing automation is a foundational component of marketing technology stacks. However, using it alone isn’t enough to stay ahead, as customers expect a seamless experience with your brand, regardless of the channel.

There are ways to use additional solutions, notably artificial intelligence and journey orchestration, to take your existing marketing automation approaches to the next level.

Challenges with legacy marketing automation

Marketers have achieved amazing results with marketing automation in the past. But customers’ shifting expectations and behaviors are pushing traditional approaches to their limits. Brands that rely on marketing automation alone find engaging with active customers on multiple channels difficult.

Personalization in most marketing automation platforms (MAPs) is limited to simple rules-based instructions (“if this, then that”). For example, if a customer abandons their shopping cart, send them a reminder email. Or, if a customer signed up for an email list, send them a welcome message.

This approach doesn’t allow for complex variations based on the segment a customer might be in, their propensity to buy, their past individual behavior, or other factors. While some MAPs can technically achieve this, building all rule sets can make ongoing management nearly impossible and fraught with errors based on cascading dependencies.

As customers demand more dynamic experiences, your marketing automation approach must be augmented. This is where customer journey orchestration and artificial intelligence (AI) come in.

This article was originally written by Greg Kihlström for MarTech. Read the original article here.

The Agile Brand Blog – Greg Kihlström Customer Experience & Digital Transformation

Fast Company: Meaningful uses of artificial intelligence for marketers

Greg Kihlström on March 18, 2023

The following was written for Fast Company Executive Board by Greg Kihlström. You can read the original article here.

Artificial intelligence has applications for marketers and others within the business well beyond using a single platform.

You’ve undoubtedly heard the continuous influx of news about OpenAI’s ChatGTP and now Google’s Bard, as they introduce expanded ways of utilizing artificial intelligence (AI) in business and beyond. AI is rapidly transforming the way marketers advertise, interact and create content, enabling marketers to quickly generate personalized content, identify customer preferences, and optimize campaigns to provide an optimized customer experience with greater return on investment. In this article, we will explore several of the meaningful ways that AI can be used by marketers to increase their engagement and drive conversions.

This article was written for Fast Company Executive Board by Greg Kihlström. You can read the original article here.

The Agile Brand Blog – Greg Kihlström Customer Experience & Digital Transformation

The Enterprisers Project: ChatGPT and beyond: AI and the customer experience

Greg Kihlström on March 8, 2023

This article was written by Greg Kihlström for The Enterprisers Project. You can read the full article here.

Artificial intelligence (AI) is already transforming the way businesses operate and interact with their customers. One particularly impactful application is generative AI, which can generate content such as blog posts, social media posts, product descriptions, and imagery.

ChatGPT is one such generative AI tool. It leverages a combination of deep neural networks and natural language processing algorithms to create engaging content quickly and efficiently. But ChatGPT and generative AI tools comprise only a small subset of the many opportunities that AI can provide. Here are some real-world examples.

This article was written by Greg Kihlström for The Enterprisers Project. You can read the rest of the article here.

The Agile Brand Blog – Greg Kihlström Customer Experience & Digital Transformation

CMSWire: The AI Adoption Mindset: Augmentation and Collaboration

Greg Kihlström on March 4, 2023

This article was written by Greg Kihlström for CMSWire. Read the original article here.

Working in the marketing technology space for over a couple decades now, I’ve heard a lot of buzzwords over the years. Some of them were warranted, some not so much. Some of them too far ahead of their time, and some of them hitting at just the perfect time.

I won’t even pretend to think that, as you’re reading this, you haven’t heard anything about ChatGPT, and at least some of the buzz around artificial intelligence (AI) based tools these days. It would be easy to dismiss it as just the latest in a series of buzzy things that will run their course. While there is plenty of hyperbole, in this case, however, I urge you to pay closer attention.

With AI tools, it would be best to focus less on a specific application. Much as many might be saying, ChatGPT is neither the end nor the beginning of anything. But it is a really promising and useful tool. So are many other AI-based applications that are changing the way companies think about they work and serve their customers.

This article was written by Greg Kihlström for CMSWire. Read the full article here.

The Agile Brand Blog – Greg Kihlström Customer Experience & Digital Transformation

Know Your Buyer: Crafting a Robust, Personalized, Omnichannel Customer Experience

Greg Kihlström on February 19, 2023

This article was originally written by Greg Kihlström for SmallBizClub. Read the original article here.

A fantastic customer experience is the key to a customer-first, employee-driven business transformation. When you call to check on a refund and the customer service representative immediately recognizes you and the purpose of your call, can tell you when the refund is going to hit your bank account, and can solve any sizing or selection issues that may have led you to seek a return, demands a new way of thinking about customer service. Rather than seeking to close tickets as quickly as possible, brands must focus on delivering the best possible experience across the board.

As customer expectations continue to evolve and shift, businesses must stay ahead of the curve in order to remain competitive. A robust, personalized omnichannel customer experience is essential for any organization that wants to retain their existing customers and attract new ones. But creating such an experience can be tricky; it requires a deep understanding of customers’ needs and preferences, as well as the ability to think modularly and flexibly while building for the future. Let’s take a closer look at some of the challenges enterprises face when attempting to create this kind of customer experience.

This article was originally written by Greg Kihlström for SmallBizClub. Read the original article here.

The Agile Brand Blog – Greg Kihlström Customer Experience & Digital Transformation