• Neelesh Thallam

Branding with Artificial Intelligence

Artificial Intelligence (AI) has taken the world by storm in an active way. More and more corporations are now preparing to leverage AI as a fundamental part of their vision and mission to build brand marketing strategies. 

Meanwhile in the day-to-day lives of clients, AI is slowly but gradually becoming more prevalent. It makes it simpler for daily tasks and small tasks and is rapidly becoming more readily available in many shapes and sizes to meet the needs of customers.

To concentrate on Artificial Intelligence research, Google and Microsoft are among the prominent global brands that have already controlled their business operations. This target is not far behind other market leaders, such as IBM, Amazon, Facebook, Apple, and Alibaba.

Global spending on AI systems is said to hit $57.6 billion in 2021, according to the market research firm IDC.

Although AI provides undeniable benefits for the business, such as cost savings, the bigger objective for marketers is to boost brand management by making it more predictive and customizable. So in particular, how can AI help marketers to accomplish this? We'll explore different approaches to strengthen brand management using AI without any further ado.

AI guards online reputation

We recognize that views are spreading like wildfire online. Word of mouth is strong enough to boost or wreck brand recognition entirely. It can be very difficult for organizations to manage their online credibility in this closely connected environment.

Bright Local's latest study found that marketers invest, on average, 17% of their workweek on online reputation management. That's almost one full working day a week. Of course, for business success, social media tracking is important, but that doesn't mean it should consume your work time. This assignment is simplified by the use of AI instruments.

Using natural language processing (NLP) models, artificial intelligence ensures that machines can understand and decipher what the audience is thinking.

AI provides a simpler way to ease the time commitment of online management of your credibility through:

  • Automating the method of tracking.

  • At the correct time, reacting to and asking for feedback.

  • Enabling the research of brand managers and product managers on a large-scale basis.

  • Social media tracking, blogs, and other forums online.

  • To rectify it at the earliest, finding social media mentions and bifurcating derogatory remarks.

  • Recognizing constructive feedback and capturing them.

AI connects you with the right audience

Today, because of the multi-channel world we live in we are given more chances than ever to meet our target audience. What's more, with advanced instruments like AI, we can refine our business further. We can learn much more about consumer behavior with little effort, pick up on particular trends, and form and update campaign strategies gradually.

Before the launch of AI, businesses narrowly classified consumers to make bulk customer service choices. How businesses monitor their CX has changed AI entirely.

AI tracks and analyses any action that a consumer takes, such as:

  • The things they browsed through

  • The objects that were added to the cart and then deleted

  • The things in the cart that remain

  • A call-to-action clicked and left in midway

  • All these patterns are examined by AI to figure out why the customers stopped their search. In addition, by evaluating the client's data and providing them with your message or advertising at their exact time of need.

Consider the case of the UK's largest hotel chain, Premier Inn. The business was able to reach out by using the signals of their search queries to the target group who were searching for a place to stay.

Instead of analyzing analytics and viewer behavior manually, Premier Inn used AI software to analyze the data on the duration of stay of the visitor, the computer they used for searching, and the country they intended to visit to pop up their Google ads at the right time.

They saw an improvement in their hotel bookings by 40 percent by connecting to the correct users with the right message at the right time!

AI improves customer experience

Happy clients are the brand's advocates. And that's why corporations, by consumer experience, concentrate more on brand management. These organizations can achieve greater customer satisfaction by offering outstanding customer service, which in turn leads to improved growth in sales.

In improving the consumer experience, establishing an emotional bond with a brand plays a crucial role. Apple is the ideal example of a business that leverages feelings to build an enduring bond with its customers. It generates events to nurture a sense of suspense instead of sending press releases about a new launch, and encourages customers to be part of it.

By using the power of AI, marketers can achieve this intense partnership. In order to drive marketing campaigns, these tools collect and analyze loads of data, offer access to reliable information and directly contribute to enhanced customer experience.

The future of client experience, according to Forbes, is artificial intelligence. In fact, by 2025, 95 per cent of customer interactions are expected to be handled by AI technology.

In order to offer customized suggestions, businesses are also focused on using AI. This is another key element required for a better customer experience to be achieved. For instance, by providing a personalized experience, we have already seen chatbots helping brands in this field.

When it comes to answering FAQs, offering sales tips, or leading a customer where to go next, intelligent chatbots offer a robust communication solution. One need not call in or wait on hold for a customer representative with this approach. All the usual inquiries will be answered by an automated live chat.

AI secures customer data

Digitization has given companies enormous benefits, but it has also made them more vulnerable to cyber attacks. We have seen online attacks significantly rise over the years.

Eight out of ten online consumers in the U.S. are becoming increasingly concerned about data protection and privacy in the aftermath of these outbreaks, as per the 2019 CIGI-Ipsos Global Survey. This clearly shows that most internet users believe that they have lost control of how they collect and use their data online.

In order to safeguard the personal data of the consumer and instil their trust in the favorite brands, data protection laws such as GDPR and CCPA are enforced. For the businesses involved in leaking confidential consumer data, these regulations come with a huge penalty.

According to the European Data Protection Board, from May 25, 2018, to mid-March 2019, supervisory authorities in 31 countries registered 206,326 cases of GDPR infringement. With more businesses adopting the cloud and emerging technology, it is now more important than ever to protect sensitive information. Fortunately, business leaders and analysts agree that data security can be enhanced to some degree by artificial intelligence (AI).

"AI-driven security instruments can do this either by using automation and detection on their own or by providing enhanced capabilities to security teams and Security Operation Centers (SOCs)"

Examples of AI-powered data security solutions include:

  • User and Entity Behavior Analytics (UEBA) - This tool learns specific patterns of legitimate access usage and uses it to determine sophisticated attacks like insider threats.

  • Security Information and Event Management (SIEM) – This security tool helps the security team deal with various events across the entire organizational environment. With the information delivered by SIEM, one can quickly deal with data security threats in real-time.

  • Security, Orchestration, Automation, and Response (SOAR) – This cybersecurity solution alerts on threats. It can detect risks and deal with some of them automatically.

In addition to this some businesses use AI systems such as facial, speech, and sound recognition to record biometrics of customers, which can then be used to access facilities safely in the future. Bottom Line The approaches outlined above help businesses use AI tools to enhance brand management. Companies can gain higher revenue in terms of increased revenues and conversions through these techniques. In order to thrive in the competitive market climate, improved brand management is critical, so brand managers can locate funds to invest in AI at the earliest and reap the advantage.