The science of making machines that think like humans is called artificial intelligence. This issue is not new, it has been popular for a long time. The development of science and technology has changed many things in our lives. Now artificial intelligence has become a part of our lives. This change has affected many sectors, and of course, one of them is the marketing field. Many companies have started to use artificial intelligence to easily reach their target audience. Thus, the process of utilizing artificial intelligence in processes that are important for the economic development of goods and services to be offered in terms of marketing, such as data collection and data analysis, has emerged. We can briefly call this process artificial intelligence marketing. While artificial intelligence is used in marketing in many parts of the world; we will take a brief look at how this is used on a European scale.
It is possible to say that the use of creative artificial intelligence in marketing is quite popular in Europe. This popularity is we will explain it under three headings: data analysis, natural language processing and real time personalization.
Data Analysis
Data analysis is a sensitive examination process to find answers to some questions using unstructured data. As a result of this process, it is possible to make progress in the field of marketing by revealing certain tendencies and behaviors that are desired to be achieved. Especially considering that the data directly reflects the behavior of the targeted audience, companies will be able to increase their profits and satisfy their target audiences thanks to some customized marketing strategies they will develop for their customers. We can see an example of this in H&M, an international retail clothing company based in Stockholm, which uses artificial intelligence’s data analysis method. H&M sees following everything that is popular as a way to maintain its success in the industry. For this reason, by checking purchases and returns made from stores with the support provided by algorithms; it creates a large body of data. Thanks to the analysis of this data, the brand can easily learn which product to promote or stock.
Natural Language Processing (NLP)
Also known as the method of generating human-like language, this popular category of artificial intelligence is a broad field that includes content creation, customer chatbots or other intelligent assistants. Siri, which almost everyone is familiar with, especially when it comes to smart assistant, is one of them. However, in the marketing world, to follow customers’ experiences more closely and offer them better goods and services, companies bring a nice dimension to the use of artificial intelligence in the field of marketing by using chatbots that can respond to their demands and needs to help their target audience at any time. Sephora, the cosmetics brand headquartered in France and famous not only in Europe but also around the world, has achieved great success with this method. Sephora realized that its customers could not easily reach the products they wanted due to the wide range of products and that they had to go through many stages to reach them and chose to benefit from the power of artificial intelligence. As a highly personalized assistant, it has started offering an artificial intelligence messenger service. This service is it includes a reservation assistant, a color assistant, and even an autonomously speaking KitBot that recommends makeup tips.
Real Time Personalization
Real-time personalization is the instant delivery of content customized for the customer’s future preferences based on their history with the brand. It constitutes the most important point in the marketing world’s cooperation with artificial intelligence. With this method, companies can easily reach their target audience and respond to their requests. This can be done using SMS, e-mail, or other marketing tools. However, we see one of the most important examples of this in EasyJet. On the brand’s 20th anniversary, the company wanted to provide its customers with a unique experience and launched a data-based campaign for this. By examining where customers first traveled with EasyJet, it used customer data to create individual stories about where they might want to go next. Choosing the e-mail method, the company used a unique personalization method and sent 12,473,608 personalized e-mails. 7.5% of email recipients made a reservation within the following 30 days, and 78% revealed positive feelings about the campaign.
Summary
To briefly summarize, creative artificial intelligence has begun to have great importance in the field of marketing with methods such as data analysis, human-like language use and unique personalization methods. Companies that want to take advantage of the opportunities offered by artificial intelligence have begun to choose to reach their target audiences this way. Companies in Europe also frequently benefit from technological developments. Although we have given a few examples above, many companies across the continent have begun to strengthen their positions in the market thanks to artificial intelligence-supported tools. This technological development, which seems to continue its impact in the coming years, will also dynamize changes in the marketing world.
