Artificial intelligence, a challenge for companies is the theme chosen for the 21st edition of the Entreprenariales exhibition which is being held on Thursday 24 November at the Allianz Riviera in Nice.
“AI impacts all sectors of the company with, as results, a gain in efficiency and productivity, whether in logistics, human resources or marketing”, explains Bruno Valentin, associate director of the Nice communication agency Pole Company and above all the main organizer of the event. Customer relations have not escaped this tidal wave, a phenomenon that particularly concerns retail. “We have seen this rise in power of AI in e-commerce, but the traditional is also concerned.” And to add: “Studies show that by 2030, 85% of interactions between retailers/brands and customers will be managed by AI.”
Predict customer expectations
How can this technology revolutionize marketing? By personalizing the customer experience, moving from one-to-many to one-to-one. No more sending the same message to a very large number of customers, it is now time for hyper-personalization based on data from the consumer’s interactions with the brand, whether online (present and past purchases, possible questions asked to the chatbot…) but also in physical shops (loyalty card…).
“This data collected and analyzed by algorithms allows retailers to detect current and future trends, resumes Bruno Valentin, and to predict customer behavior to suggest to each the most suitable product at the best time. “Increased traffic in store or on the site, increased loyalty and improved redemption rate, this hyper-personalization is an opportunity to improve the commercial performance of the brand. “This phenomenon of the predictive customer journey is only in its infancy, we can consider facial recognition in the short term, a bit like the science fiction film Minority Report“, believes the publicist. AI will also be able to predict emotions by scanning customers’ faces… The technology is already there. In 2017, KFC, the king of American fried chicken, was already testing a facial recognition payment solution in Hangzhou, China…
Drive to store
For e-commerce or the physical store, AI has other applications that will disrupt commerce, bring services that exist in the physical to digital and vice versa. Thus, the interactive fitting room that allows customers to virtually try on clothing items combines the benefits of physical and digital shopping: “We are there in the phygital. Another example: by putting on a virtual reality headset, the customer can for example see the rendering of a sofa too bulky to be displayed in a store in the heart of town.”
Voice assistants and chatbots
Companies can also rely on chatbots and other voice assistants. “The chatbot is a real customer service that answers frequently asked questions with low added value. This application of AI to conversational marketing is a good way to retain and reassure consumers 24/7. to voice assistants such as Alexa or Google Home, many brands have understood their usefulness and developed applications based on voice recognition to allow their customers to create shopping lists and place orders without an interposed screen.
Contextual advertising and creativity
Finally, drawing on data about each user, AI optimizes advertising by delivering relevant messages to the right people at the right time.
AI is already being used to anticipate tomorrow’s fashion. Will it be in more creative areas such as advertising campaigns? Maybe… The British agency 10 Days used AI-assisted creation to produce 240 advertisements in a few minutes and above all at reduced costs. “Some are off the mark but others are usable”, underlines the leader of Pôle Company who, for his part, prefers to leave the creation to the men and the machine to manage the pre-tests.
Difficult to fight against this tidal wave of AI, but is this technology reserved only for big brands? “The virtual dressing room that was science fiction just ten years ago is not yet widespread.” Converselycontextual advertising is and predictive marketing and data analysis are within the reach of the SME…
And grow your business
On the sidelines of the Entreprenariales show, the HubEco Nice-Matin, which is changing its name and becoming Côte d’Azur Eco, will focus on how artificial intelligence can boost the growth of its business. To talk about it, Marco Landi, former world leader of Apple but above all president of the EuropIA Institute, an association which aims to make known to as many people as possible the importance of artificial intelligence. At his side, Denis Bastiment, co-founder of Sophipolitaine MyDataModels, specializing in small data.
If Marco Landi is absolutely convinced of the usefulness of artificial intelligence in business, it is also necessary “that it be above all ethical, responsible and sustainable”, he insists. Not to be confused with digital transformation, AI values data, which is an invaluable treasure often overlooked by leaders. “The data collected and analyzed will make it possible to determine trends on which the entrepreneur will rely to reduce energy costs, attract talent, invent new services and therefore increase his profits…”
It remains to find this data and know how to use it. This is the sticking point. SMEs sometimes give up, believing that they do not have enough big data to develop algorithms. AI is not reserved for multinationals that have access to large cohorts of data. The proof with the solution developed by the Sophia Antipolis startup MyDataModels. TaDa, its predictive modeling software works on small datasets and allows professionals without special knowledge of artificial intelligence to optimize their activity, better understand, predict and support their strategic decisions.
AI to grow your business will therefore be the theme discussed by the partners of the Côte d’Azur Eco this Thursday.
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How artificial intelligence hyper-personalizes the customer relationship
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