5 Ways to Use AI to Revolutionize Customer Service

AI is seen as a must-have competitive tool by many C-level leaders. A new study from IBM’s Institute for Business Value says that 75% of CEOs think that having the most advanced creative AI will give them a competitive edge.

As a result of AI orders from the top, business and marketing leaders are rushing to learn more about AI solutions and think of ways they can be used to make the customer experience better. With AI, businesses could be more productive and give customers new digital experiences at every stage of the buying process.

The marketing and sales teams, on the other hand, are just getting started. Over 76% of top executives are still working on or making plans for their AI roadmaps, even though they have big plans for the future.

Why you need an environment that is linked

Most teams in marketing and sales have heard of generative AI. In this type of AI, models make material like text, images, or videos based on patterns they learn from training data. It’s already being used by marketing teams to make new content or change product listings and other content that already exists so that it works better for customers in a certain area or market group. Machine learning algorithms and statistical models are used by other types of AI to look at past data and guess how customers will act in the future.

But all AI tools work best when they are fully connected to each other and part of the same community. For instance, you could use AI to look at interaction data and guess what kinds of creative will work best. Then, you could use those predictions to make new creative briefs. You could also use AI to quickly make a lot of different versions of the content and then test them in real time.

Ways that have been shown to work with AI in a connected world

At every step of the customer path, a set of connected AI tools that cover both marketing and commerce tech stacks can make a huge difference. It lets the marketing teams:

1. Make marketing planning and approach better

AI helps businesses create and improve their advertising efforts, media plans, and online shopping plans, which leads to better experiences for customers and higher conversion rates. It is possible to figure out how different parts of a campaign, like ad design and content assets, affect important success measures like conversion rate and average order value with AI. After that, this data can be used to create personalized campaigns that use multiple channels and material that is made just for each person or group.

They can also use AI to change their content strategies in real time based on important measures for sales and engagement.

2. Make customer moments very unique

AI helps marketers and business teams do more than just divide customers into groups. It also helps them do one-to-one marketing. As an example, some AI tools can suggest personalized experiences based on detailed profiles of customers and their likes and dislikes that are constantly changed as customers interact with new interactions. Others can make thousands of different versions of images and text that make suggestions come to life.

3. Make it faster to make content

AI helps marketing teams make smart plans for content and then quickly build those plans out, giving customers the fresh, relevant content they want to see. It can look at engagement data from the past for various types of content assets, spot trends, and offer the best types of content for each stage of the customer journey. Then, AI speeds up the whole content process, from coming up with ideas to writing copy and designing content to getting it reviewed and approved to delivering and activating the content.

4. Link customer paths and plan them out

AI helps marketers make trips for customers that feel smooth and unified. It is now possible for the newest AI tools to look at huge amounts of data and figure out which touchpoints and exchanges work best for each type of customer. When used in real time, it can lead customers on personalized trips that make them more interested and increase the number of sales. After that, other AI features can use real-time engagement data to make the material and communications that power these journeys even better.

5. Make large changes to assets for thorough market testing

AI can help commerce and marketing teams try different kinds of content and experiences to see which ones customers are most likely to like. It can find ways to get in touch with new customers, like by using new channels or sharing information about a certain subject.

AI can, for instance, make a huge number of different versions of material that are suited to different groups of people and their tastes. This ability to scale asset variations makes sure that every buyer has a unique experience, no matter where they are or what their needs are. AI can also figure out which variations work best in real time, which means that the content approach is always being improved for the best results.

It’s taking place already

A growing number of companies are already seeing real results from using a wide range of AI tools in their tech stacks. Adobe’s martech stack includes both predictive AI models, like Adobe Sensei, and generative AI models, like Adobe Firefly. Some of these early adopters are businesses that use AAD.

For instance, Canon USA, a well-known camera company, uses the predicted AI that’s built into Adobe Commerce to give each customer a unique experience. Now it’s easy and quick for niche customers to find the goods they want, like professional night photographers or wedding photographers. They are dynamically sent to related content, goods, and accessories that will help them meet business needs and make it more likely that they will buy.

“It’s all about personalization,” said Michael Lebron, senior director and head of front office applications at Canon. “Getting customers to the content that’s most relevant to them in the channel that works best for them.”

In the meantime, IBM recently used Firefly’s generative AI to make its creative processes run more smoothly. IBM’s team was able to make 200 assets and over 1,000 marketing variations in minutes instead of days or months because they built generative AI right into their processes. Not only did this campaign go above and beyond expectations by getting 26 times more engagement, it also reached important audiences; 20% of respondents were identified as C-level decision makers.

A marketing tech stack that has AI built in on top of it

The fact that the best AI tools for your business or field aren’t always built into one platform is one of the hardest things about using AI. If the software you choose doesn’t have flexible APIs, you may have to make a lot of custom connections if you want to run a group of the best AI tools.

Adobe’s commerce and martech stack is made to make it easier to use AI tools together in two ways. To begin, it is fully integrated and comes with built-in AI models such as Firefly and Sensei.

This way, companies can start using AI-powered processes in Adobe tools they already know how to use.

Patrick Toothaker, senior product marketing manager for digital experience at Adobe, said, “Our tech stack includes both generative and predictive AI and lets information flow back and forth between the two, which speeds up results.”

Second, it’s made so that well-documented APIs make it easy to share data with other systems. Businesses can link their Adobe marketing tools to Adobe Commerce, SAP, Customer Relationship Management (CRM), Point of Sale (POS), and other important systems with the API Mesh for Adobe Developer App Builder. Adobe also has a large network of technology partners that have built-in connections for almost all of its products, from marketing to commerce and more.

Now is the time for AI to grow.

Businesses can change every part of the customer path with the help of an AI-powered ecosystem like Adobe’s. It can help creative teams quickly make personalized content to meet customers’ needs in real time by giving them information about how they behave and guessing what they might need.

Marketing and sales teams can give customers the best experiences, stay ahead of the competition, and save a lot of time and money by incorporating AI into their processes right away. A good start would be to work with companies like Adobe and its technology partners that make it easy to connect AI-powered solutions through API.