Module 8 - A.I, machine learning and Customer Experience

What are Steven Van Belleghem's 6 steps to adding value through artificial intelligence?

1. Curation of content - FB predicting/showing what you see on your newsfeed and suggestions. 2. AI helps with content - Google giving more direct answers to questions or maps offering time suggestions 3. Recommendations - For product choices (Amazon, booking.com etc) 4. Prediction - New dimension of reality through predicting successes/outcomes (based on past) 5. Automation - Chatbots, driverless cars etc. 6. Context analysis - data integration from multiple sources (ie: spotify working with google or FB)

What 3 cognitive skills does A.I focus on?

1. Learning 2. Reasoning 3. Self-correction

How will artificial intelligence affect emerging technologies?

80% of all emerging technologies is predicted to have AI foundations.

What is predicted for the future of marketing?

AI will become the centre of marketing over the next decade along with machine learning, CX management, 'wowing' customers, improving interactions at each brand touch point and finding solutions to customer pain-points.

What are the benefits of chat-bots on customer service?

Ability to answer basic or frequently asked questions using a 'virtual assistant' in a natural and personal way. This will significantly reduce strain on customer service staff and create efficiency.

How is artificial intelligence being applied in Marketing?

Analytics for customer behaviours, sentiment, segmentation and marketing performance as well as chatbots for engaging customers, personalisation and customer experience (CX) management.

What is the biggest area for artificial intelligence growth, and why?

Content creation and delivery because of the ability to analyse and synthesise large data sets and 'think' much faster than a human brain can.

Where does artificial intelligence currently exist?

Customer experience (CX) management, customer engagement modelling, digital production, smart cities, self-driving cars, risk management, computer vision, language and speech recognition.

What is the benefit of applying artificial intelligence in marketing?

Helps to leverage data and machine learning to deliver campaigns that help achieve goals more efficiently and effectively.

How does artificial intelligence impact the customer experience?

It helps to better understand the customer journey by integrating feedback loops between the customer and the marketer along the journey using AI technology.

What are some of the biggest inhibitors of artificial intelligence adoption?

Lack of education and understanding by high-level managers, machine learning and data science skills, self-constraints about AI/machine learning integration and lack of innovative human-centred business design models.

What are the different types of Artificial Intelligence?

Machine learning - decision-making, classification and data analysis, predictive analysis Natural Language Processing (NLP) - text generation, chatbots, question answering and machine translation. Vision - image/photo recognition, machine vision Speech - speech recognition, text-to-speech and speech-to-text Robotics - nanobots, industrial bots (manufacturing) and medical bots (surgical procedures)

What are the two broad categories of A.I?

Narrow - (weak) Addresses a specific problem. General - (strong) Can learn to solve different types of problems.

How does artificial intelligence assist customer experience management?

Provides the ability to quickly test hypotheses, predict future behaviour, and discover what customers are doing before, during and after their journeys.

What will be the focus of AI technology over the next 5 years?

The 'dream technology stack' includes: Data analytics and visualisation Artificial intelligence for content delivery Customer Experience (CX) management Marketing automation Advanced or micro-segmentation

What is artificial intelligence?

The theory and development of computer systems able to perform tasks that normally require human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages.

What are the downsides of chat-bots?

They do not always have the answers that are required (limited functionality), are less personal to some customers and could eventually reduce jobs based on AI development.

How can artificial intelligence influence customer path-to-purchase opportunities?

They may automate habitual purchases and potentially create brand switching opportunities (ie: AI powered fridge indicating low-stock level of product and making suggestions for cheaper, similar alternatives).