Article published on March 13th, 2017 by

« Artificial Intelligence (AI) and machine learning will improve sales and marketing by enabling processes and communication without continuous direction. The addition of voice-first systems could eliminate much of the power of ‘push marketing’. »

« Marketing methods will be fundamentally altered with:

The rise of artificial intelligence

We can now ‘train’ computers to perform the kind of intelligent tasks previously performed by humans.

According to Aaron Shapiro, CEO of Huge, there are four key areas where marketers can start applying AI to evolve the way their companies interact with consumers:

  • Advanced Analytics. AI allows us to detect patterns from data. (…) Machine learning can detect new patterns from complex client data, resulting in an enhanced ability to draw insights and predict future outcomes.
  • Personalization. Products and services can be created that learn from the behavior of their users and tailor experiences.
  • Automation. AI can assist with task automation, doing rudimentary marketing tasks more quickly, less expensively, and with less expertise and effort than previously required.
  • Conversational Interfaces. Artificial intelligence will be the fuel that can power conversational devices like Siri, Alexa, Google Home, etc. in the future.

The Voice-First Transition

The amazing growth of Amazon’s Echo product using the Alexa voice platform is the inception point of the voice-first revolution.

Voice-first systems will become far more personal than any system used to date.

In short, your voice-driven AI will create an Intelligent Assistant (IA) that will for all normal purposes be like a very close friend … but one that is 100% focused on serving you what you want.

AI-Powered, Voice-First: Great Opportunity or Great Disruption?

There’s a danger that irrelevant use, or bots that pretend to be human, might irritate consumers. This puts the customer experience on center stage.

Banks will need to navigate a new relationship with their customers through these devices.

All of these changes will drive the need for banks to stay far ahead of the technology curve than was seen when apps were introduced on smartphones. It also means that banks will need to partner, acquire and/or innovate around issues like security, KYC and other regulations that impact banking. »

To access the full article, please visit the website of The Financial Brand.

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