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We have officially reached the age of artificial intelligence (Al).
80% of businesses already use chatbots and many plan to incorporate them by 2020. On top of that, over half of consumers believe the future should include a combination of human and automated interactions.
But with the influx in intelligent technology, what else is changing? How are consumer expectations changing in the AI age and how should businesses begin strategizing in order to meet these evolving needs?
In this article, we’ll cover everything you need to know about what your customers expect in this exciting age, and how you can prepare yourself and your business.
Let’s start with the basics.
What is AI? What’s all the hype about?
AI allows computers to learn from experience in order to complete functional tasks. These computers are able to accumulate large data sets, then understand patterns within the data to complete certain tasks.
Through these functions, AI is able to:
At the core of certain AI machines, you’ll find machine learning. This involves creating systems that can actually change their “minds”, depending on the available data, in order to go through with a goal.
Talk about futuristic.
By understanding customer expectations, you’ll also understand how to strategize in the age of AI.
As a marketer or a business owner, you likely understand how important communication skills are in all areas of your work. Your customers expect the same thing from you. They want to be able to communicate in a transparent manner, while getting their needs and requests across as quickly as possible.
In the age of AI, communication is more vital than ever.
In fact, it may eventually replace some of the human elements your customers are familiar with. While this may take some getting used to at first, it will undoubtedly provide better customer service in terms of reliable and efficient communication.
That being said, your customers will still crave that human connection.
This means you’ll need to be available to communicate directly with your customers. Relying on AI services to handle all communication within your business will nullify that genuine human contact as they aren’t able to duplicate a true human response.
So, by all means, implement AI communication strategies, but make sure you and your team are always accessible.
If your company helps optimize businesses, your customers will have a specific expectation from you: to ensure their business stays near the top of their industry.
To remain at the top of search results, there will be a constant need to monitor how your customers are faring in relation to their competitors when it comes to AI and machine learning-based recommendations. You’ll be expected to make content adjustments quickly, in response to the key algorithm changes for whichever AI systems they are using.
Basically, mirror the machines. How hard can that be?
Depending on your specific AI needs, chances are you’ll be working with a lot of data.
Studies show 29% of brands which have adopted artificial intelligence use it to perform automated data analyses. 26% use the technology for information aggregation and automated research reports, then an additional 26% are using AI for operational and efficiency analysis.
Machine learning and deep learning are two concepts within AI marketing strategies. And the deeper you delve, the more data you’ll find.
Computers are only as smart as they’re programmed to be. Which means decisions will ultimately be up to you, depending on how well you’re able to analyze the information presented. The more data you have, the better you’ll be able to analyze the psyche of your customers.
As marketers, we’ve been well-versed with the saying, “content is king.”
And in the age of AI, it’s just as relevant.
Creating content that appeals to both consumers and search engines is the basic marketing concept behind this belief.
Your entire marketing strategy lives and dies by the content you create. Introducing AI to your business doesn’t mean you need to stop your content creation efforts… just don’t put all your eggs in the AI basket.
You can improve your existing content production efforts through:
Guess what?
You’re totally able to use artificial intelligence to help make your content even better.
Some brands are using AI software to create Facebook ads aimed at different audiences in order to generate more traffic. These types of processes would take humans a lot longer to accomplish. However, with AI, it takes a few clicks of the touchpad.
But don’t stop there. Continue to come up with other ways to leverage AI to boost your content strategy.
Truth:
All the technology in the world can’t help you become a better marketer if you don’t have communication, empathy and accountability skills.
And that’s not to mention a creative mindset, which is required to not only understand, but also to communicate with your customers.
While customers expect a lot in the age of AI, one thing they’ll always expect is a humanistic interaction.
By pairing your tech smarts with a genuine, humanistic approach, you’ll soon become the content king your business needs.
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