• C.E.K. & Partners

4 Reason Why Your B2B Brand Needs to Get On Board with AI!

Artificial Intelligence Image

Whether you realize it or not, artificial intelligence has infiltrated our everyday lives and it isn’t limited to story lines from HBO’s award-winning Westworld. B2B and B2C brands are leveraging artificial intelligence to enhance customer service and offer buying recommendations. It powers consumers' searches via personal assistants like Amazon’s Alexa.

A recent Adweek article cited research that eight out of 10 B2B marketing executives believe AI is poised to revolutionize the marketing industry by 2020.[1] Yet, a gap exists with those B2B and B2C marketers who have actually adopted it. Read on for tips on how to integrate this technology into your marketing strategy in order to accelerate business growth.

What is Artificial Intelligence and Machine Learning?

Broadly, AI systems analyze data related to a task and determine how best to complete it. A ZDNet article says it best, “AI systems will typically demonstrate at least some of the following behaviors associated with human intelligence: planning, learning, reasoning, problem solving, knowledge representation, perception, motion, and manipulation and, to a lesser extent, social intelligence and creativity.” Machine learning works together with AI. While AI at its core refers to a computer’s ability to make decisions based on human logic, machine learning is how a computer evolves to learn without being programmed.


Tip 1 | Power Faster Customer Service

Brands effectively using AI and machine learning are powering customer service to handle basic customer questions and complaints, and anticipate what people are looking for based on how they navigate a website. For simple tasks, AI can often meet customer needs faster than a brand’s customer service rep. It can also seamlessly access customer data to create personalized experiences. Ally Bank’s integration of their banking services with Amazon’s Alexa allows their customers to control their bank account from an Alexa device to check bank balances and more.

Tip 2 | Hyper-Personalization

Technologies such as AI and machine learning are powering personalization meaning a brand can truly create a deeper relationship with its customer. Deloitte’s 2018 Travel + Hospitality Outlook report takes a close look at what it means to create “personalized moments that matter.”[3] The report states whether it is in the digital or physical realm it’s all about, “…the willingness of a business to go above and beyond to provide their customers with experiences and services tailored to individual needs and preferences.” This forward-leaning technology can enable large brands that serve millions of customers the ability to interact with customers in a more tailored and intimate way – similar to the personalized feeling of engaging with a small business. This hyper-personalization ensures that the right promotions and the right messaging reach the right customers at the right time. While this isn’t a new concept, machine learning improves the capability.

This isn’t limited to brands with an eCommerce presence, but within retail events or at a key customer sales events, tradeshow or similar. The data and learning can support better in-person interactions between a brand’s employees and their customers. For instance, knowing that a customer from a high profile global account is at an event can trigger an employee to stop in, say hello, thank them or offer their favorite wine or invite them to a special VIP lounge or similar transaction.

Tip 3 | Prediction of What Customers Want

You’re probably most familiar with AI’s capability to make purchasing recommendations based on your shopping history,