AI has become indispensable for marketers who strive for personalisation, enhanced customer experiences, and improved predictability of outcomes. While we are still in the early stages of the AI era, its true potential will be unlocked when businesses adopt a coordinated and strategy-focused approach, fostering an AI-friendly and data-first culture. Such an approach will propel marketing to new heights of efficiency and effectiveness.
In a rapidly evolving digital marketing landscape, artificial intelligence has emerged as a transformative force, enabling marketers to unlock new levels of efficiency, personalisation, and performance. While automation is a key aspect, AI goes beyond that, making significant contributions to the creative process and overall marketing strategy. AI-based tools have wide-ranging applications in content creation and marketing, covering organic keyword optimisation, targeted ad design, engaging blog posts, persuasive product descriptions, captivating videos, and compelling social media updates. However, the impact of AI doesn’t stop there.
Advancements in AI are making a profound impact in the realm of conversational marketing. From chatbots and virtual assistants to natural language processing and sentiment analysis, AI is transforming brands’ ability to communicate and build meaningful relationships with their audience.
AI in conversational marketing
With customer centricity at its core, conversational marketing enables businesses to have real-time one-to-one conversations with customers. This form of marketing caters to the demand of modern consumers, offering them an instant, interactive, and personalised experience.
And it becomes even more significant in a demographic as diverse as India where rapid digitisation has fueled widespread smartphone adoption, bringing connectivity to remote corners of the country. The popularity of digital channels like WhatsApp, combined with inexpensive data rates, has opened new avenues for businesses to engage with underserved target audiences.
Enabling these conversations at scale, however, was impossible until the advent of AI. With advancements like generative AI, delivering intelligent, human-like responses across millions of conversations has become a reality for brands. It has ushered in a new era of personalised and efficient customer interactions, helping businesses forge deeper connections and drive meaningful outcomes.
Real-world use cases
AI’s transformative potential in marketing is not new. For instance, in 2016, a popular brand leveraged our platform for a creative campaign where migrants could use AI-based voice recognition to connect with their family and friends back home. This innovative campaign allowed them to connect to any phone number they desired and get ten minutes of free talk time—a luxury in those days. Since their dial pads were often worn out, voice recognition allowed them to speak out the phone number into the IVR instead of typing, achieving about 95% accuracy.
