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Customer service evolution with AI-aided marketing

10th Oct 2017
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Evolution of AI - Robot
Chris Dever

Businesses have gained massively from the developments in technology and the never-ending progress of Artificial Intelligence in marketing processes is further transforming the customer service sector.

Technology has been permeating the world of business for very long, and with the rapid advancements over the years, it has become the natural conduit on which businesses run.

We have witnessed the introductions of ERPs and other applications designed to perform automated functions regarding the general aspects of enterprises - including customer services, marketing and sales. But the integration of AI in these processes is taking things to a whole new level.

Empowered by Artificial Intelligence, chatbots are becoming a valuable and viable channel for customer service. Robots are now executing 'simple' tasks such as repetitive interactions, automated sales, and tracking. So, do all this mean that humans should leave things in the hands of these machines?

Introducing the Marketing Robots

The body at the helm of determining standards, including standards for what composes robots, the International Organization of Standardization (ISO) defined marketing robots as "Reprogrammable manipulators that perform multipurpose tasks that are automatically controled" the definition further explains that they can "be programmed in three or more axes".

Two main traits must be present for a machine to be deemed a robot: a level of confirmed intelligence and a mechanical element.

While humans, according to scientists, exhibit "natural intelligence", a machine's ability to emulate reasoning is called Artificial Intelligence. The advances in AI, which is also conceptualized as intelligence augmentation, are being propelled by techniques in technology known as machine learning and deep learning. They give the computer ability to learn on its own with the data available to it.

Robots do not exist to simply alleviate or replace human effort, with AI involved, the robot can perform analysis on tasks assigned to it.

So, even though machines such as ATMs exhibit highly reliable functions, their limitations to performing routine and repetitive tasks, excludes them from being called intelligent robots.

How AI Assisted Marketing is Disrupting the Business Spectrum

The constant rise of AI-powered processes are opening our eyes to how marketing and various business processes can be approached differently. The progress over the years in computing power and data collection techniques often lead to  projections that these intelligent computers can outpace humans.

Technology is not just making things easier, it is enhancing the efficiency of marketing. Wih techniques like programmed buying, we are already seeing higher levels of marketing efficiency and normal activities in the industry. Leading marketers are now evaluating the possible effects of Artificial Intelligence and how business roles can be affected.

According to a report by Forrester, we may witness a net loss of 10 million jobs by 2027 due to the enhancements of AI. Although this might portend a grim future for those whose jobs could be affected, it also indicates lesser spending burdens on businesses and higher profits.

The Customer and AI

With the integration of AI into current applications, existing customer records can be collated and analyzed by the computer to optimize predictions, recommendations and automation.

Customers are already interacting with AI-powered interfaces. In fact, some services have already been replaced with AI-based programs.

Most successful customer service applications in the business market today are fueled by AI which enhances the experience of the customer by delivering a  more powerful, personalized and precise service.

With the AI in charge of monotonous and repetitive tasks, customer service personnels can focus on other humanistic tasks to further improve the service delivered to customers. With the increased level of service requirements from customers in today's world, there is no better time for the introduction of AI.

The Future of Customer Service with AI assisted marketting

A report from Garner predicts that AI-based services will be responsible for 85% of customer relationships by 2020. Experts are however, suggesting that those numbers be looked at closer.

Although, AI assisted marketing will definitely take over some tasks, it is a tool that will help to increase the performance levels of marketers and customer relationship personnel, not replace them entirely. At some point, humans will require to communicate with a more empathic entity.

In the coming years, self-driven and autonomous marketing will be readily available, marketing and sales processes will be accelerated more than what we are witnessing today all thanks to the innovations of the AI.

As the main purposes for the erection of any business, customers deserve a more streamlined and satisfactory kind of service and with the promise of the AI, they're closer to getting all that more than ever.

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