Artificial intelligence, AI for short, sounds like science fiction, but it’s a technical achievement widely used in marketing. In online marketing, for example, the technology analyses and evaluates campaign data. Companies gain important information about the purchasing tendencies and trends of their customers, their behavioral patterns, possible churn, and more.
In addition, artificial intelligence is used in the form of chatbots in online marketing. These can communicate with customers, answering questions, advising them on the checkout process, or referring them to a support agent if necessary. All the while, the AI continues to “learn” and improves its performance over time.
An example of a chatbot is that of Swedish fashion company H&M. Customers can access customer service through the website and click on the speech bubble in the lower right corner. This opens an additional window in which the H&M chatbot provides them advice and assistance.