Artificial intelligence is improving how companies interact with customers by seamlessly creating efficiencies and delivering an improved brand experience.
Artificial intelligence (AI) is fast becoming a vital technological component for many successful brands. The big data revolution has something to offer almost every aspect of a product’s lifecycle, from design and marketing to data collection and consumer interaction.
Despite the recent attention, AI has been around as an academic discipline since the 1950s. Its renewed focus from a brand experience perspective is mostly driven by its ability to generate and process vast amounts of consumer data. We all know that better insights lead to more informed decisions, and AI gathers and interprets these insights to help brands improve the way they engage consumers.
Experiential has dramatically improved the way companies reach consumers, giving the brand audience a tangible, face-to-face experience. Experiential is effective in demonstrating a brand’s values and introducing consumers to the story behind the products and company. And any interaction with your brand, including experiential, can benefit from AI. Together, a combination of in-person marketing and cutting-edge tech can raise your marketing strategy to the next level.
Below are 3 ways that AI can improve brand experiences.
1. Leveraging data for a personalized experience
Most brand experiences are multi-dimensional and provide attendees with several engagement opportunities. Having an efficient method to provide attendees with a customized experience based on their preferences can radically transform the potency of an event.
In the past, brand experience participants have navigated experiential events with little to no personalization. For corporate or B2B events, participants might be matched with presenters or activities based on registration questions that were processed with simple algorithms or even manually.
Modern AI algorithms present a better and more efficient alternative. Empowering modern AI-based matchmaking algorithms requires participant data. And, thanks to social media and online platforms, attendee likes, interests and preferences are available.
For B2B events, through a simple integration, AI algorithms can access online information and give personalized recommendations for each attendee. This can include people attendees should meet, presentations they should attend, and products they should see. For consumer-facing brand activation, attendees can be matched with experiences, activities, or offers that most interest them to maximize marketing impact.
An inherent advantage of AI-based services is their scalability. Not only can they accommodate large user bases, they thrive on them. More users equal more data, allowing the algorithms to learn more and adapt in real time to make highly effective recommendations.
2. Better customer engagement
Chatbots have come a long way. Gone are clumsy, robotic entities – now helpful personal assistants like Siri and Alexa are mainstream. These systems make extensive use of machine learning and AI, which allows them to interact naturally with users.
Consider using this technology as a digital concierge or guide that provides a personalized experience to the participants at your event. For B2B, forget paper agendas, bulbous event apps, and busy information desks. The AI concierge can serve as a participant guide and give your event a high-tech edge. Brand activations can use AI in a similar capacity, leading consumers through a brand experience, answering questions, and interacting with them in a fun and compelling way. Whether the technology is delivering notifications, answering questions related to logistics, or simply helping attendees access the Wi-Fi password, these bots offer a smart, scalable, multi-platform solution to delivering convenient customer interactions seamlessly.
3. Gathering feedback
A necessary part of any brand event is gathering customer feedback and gauging the brand experience. This can be accomplished through feedback mechanisms, such as surveys and other methods. Or, thanks to AI, it can be accomplished in a more discreet way through sentiment analysis.
AI can be taught to discern customer sentiment by picking up on specific words, emojis, and punctuation to gauge positive or negative reactions. This can be accomplished directly through interactions with the bot, as it mines through participant conversations and social media feedback. Not only can this provide great insight into the effectiveness of your event, it can also alert you to problems and concerns expressed in real time. These can include logistical or tech-related issues, allowing your company to solve proactively. Through a combination of data mining and sentiment analysis, your event can attain real-time, actionable information.
Once a theoretical academic discipline, AI is now a tangible entity that can add value to brand activations and events. Modern AI can improve brand experiences and provide convenience for attendees, all while gathering essential consumer and attendee feedback.