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1、Where AI and Marketing Collide:2024 CX Predictions ACXIOMS ANNUAL CX TRENDS REPORTWhere AI and Marketing Collide:2024 CX Predictions2ContentsForewordIntroduction Trend 01:Shoppable AdsTrend 02:Proactive Customer ServiceTrend 03:Healthy Acquisition and RetentionTrend 04:Predictive PersonalizationTren
2、d 05:Sustainable CXConclusionMethodology and Sample Breakdown0304090CONTENTS AI and Marketing Collide:2024 CX Predictions3FOREWORDForeword:AIpowered capabilities will supercharge CXin2024Last year,when we launched our inaugural CX trends report,we looked at a few macro trends automation,i
3、mmersion,and intuitive tech that are driving the customer experience revolution.This year,weve zoomed in on how AI is fueling emerging trends in the CX space.Given the recent AI hype,its easy to think marketers cansit back,put their feet up,and let the machines take thewheel.No need to be concerned
4、with prospect acquisition orcustomer retention when new generative AI models candoit all for us,right?The reality is,of course,quite different.AI certainly hashuge potential.Throughout this report youll discover numerous ways its being used to facilitate exciting new marketing capabilities.But there
5、 are no silver bullets AIincluded.Keep in mind,AI is an umbrella term for awide range of complex,data-driven technologies.Brands need to think carefully about how they harness its power,inconjunction with the requisite human expertise,to deliver real long-term value.This inevitably means starting wi
6、th the customer.Rather than trying to force fit shiny new AI-powered tactics into their marketing mix,brands should be asking themselves how AI can help them understand their customers needs.That is what matters.Understanding enables meaningful,personalized experiences that meet those needs.Whether
7、its the 45%of 35-54 year-olds that actually prefer messaging with a chatbot than with a human,the 66%ofshoppable ad users who find the format useful for product discovery,or the 44%of people who are willing to pay more for sustainable products(and youll meet all of them later on),brands must underst
8、and and cater to the needs oftheindividual to deliver exceptional CX.AI provides the potential to do just that,if brands have theright infrastructure and expertise in place(spoiler alert astrong data foundation is at the top of the list),the payoff is impressive.Heres why in a marketplace where bran
9、d loyalty can seemingly be swayed by a coupon,we discovered 73%of consumers are willing to stay with brands that deliver a great customer experience.In putting this report together,we wanted to tap into theexperience,knowledge,ambitions,and concerns ofbrand marketers and their customers.We pinpointe
10、d five key trends that we expect to see developing in 2024 andthen surveyed 200 businesses and 2,000 consumers across the US and UK to get their unique perspectives.The result is an in-depth report that examines each emerging trend from both a consumer and brand perspective,andwhatbrands can do to c
11、apitalize onthem.Itsafascinating exploration of the“art of the possible”for howbrands canuse AI to supercharge customer engagement capabilities todeliver exceptional CX Olinghouse Chief Revenue OfficerWhere AI and Marketing Collide:2024 CX Predictions4INTRODUCTION ChatGPT might have been introduced
12、atthe end of 2022,but 2023 was the year its popularity exploded.InJune,its website was visited 1.6 billion times.AsofJuly,it had over 100 million active monthly users.With its introduction,generative AI has entered mainstream consciousness,giving rise to both excitement and trepidation.39%of consume
13、rs believe AI has the power to solve some ofthe worlds biggest challenges,including wealth inequality and climate change.But at the same time 63%are worried about the impact of AI reducing the number of jobs available to people1.2023 will be remembered as the year generative AI hit the headlinesAI i
14、tself isnt new.A general-purpose technology that combines computer science and robust datasets toenable problem solving,AI is behind many of the advances inautomation,personalization,and discovery that are alreadytransforming customer experience(CX).As it impacts every industry in ways we cant yet f
15、ully imagine AI will continue to transform brand interactions with consumers.It wont necessarily replace human effort,but will supercharge marketing capabilities anddeliver better experiences for the customer,whether thats by predicting what they will find useful,generating relevant content,orsugges
16、ting the right channel mix forthe individual.of companies agree using data andpredictive analytics to improve the customer experience will be a key source of competitive advantage over the next five years2.For now,generative AI presents exciting possibilities.Soon,itwill become a business imperative
17、.With wide availability and increased awareness of these applications,peoples expectations will grow.Theyll no longer accept clunky andunhelpful chatbots,for example,when theyre used tolucid exchanges with ChatGPT and Googles Bard.50%of consumers have used generative AI tools(such as ChatGPT or Bard
18、)in a personal context,and22%have used them inaworkcontext3.So,what will separate the businesses that are able to transition into this new era of AI-enabled CX from those who fall behind?An effective data strategy will be crucial.Having the right data on which to train AI models,and knowing what to
19、do with it,will ensure brands are ready to deliver the next generation of AI-powered CX.83%Consumer survey:Customer sentiment toward Artificial intelligence(AI).Base=2,051Consumer survey:Consumer familiarity with AI.Base=2,051 Business survey:Base=200Where AI and Marketing Collide:2024 CX Prediction
20、s5INTRODUCTION is a collection ofcapabilities that will drive advances incustomer experienceAI isnt a single technology.Its a collection of different capabilities that can enable multiple CX use cases.Here are four types of AI and why theyre relevant to CX:“AI has been around for a while,and it enco
21、mpasses things like machine learning that weve been using forthe past 5-10 years.But because of this market moment created by the release of ChatGPT,generative AI has become all of AI for brands and consumers.As we move forward,the focus will remain on generative AI andhow it interacts with predicti
22、ve AI and machine learning to deliver new value across multiple domains.”Charlie Barnes,VP Strategy&Innovation,AcxiomGenerative AICreates new,original content based on patterns orcharacteristics in existing data.Powered bylarge-language models(LLMs),it helps brands delivertailored ad creative and co
23、ntent.Conversational AIUses technologies such as natural language processing(NLP)to process,understand,andgenerate human language.It can be used inchatbots and virtual assistants that are designed to understand and respond tocustomerqueries.Machine learning(ML)Learns from data to improve performance
24、 over time,without the need for explicit programming.This helps brands make effective recommendations based oncustomer interactions across differentchannels.Computer visionDerives meaningful information from images andvideos.It can be used for facial recognition orobject detection tounderstand a wid
25、e variety ofcustomer cues and deliver personalized outputs.Where AI and Marketing Collide:2024 CX Predictions6INTRODUCTION analysisAI is used to analyze and understand positive or negative sentiments in written content,including social media posts,website reviews,and surveys.Thishelps organizations
26、determine customer satisfaction and identify areas for improvement.For example,Amazons generative AI product review feature summarizes customer reviews todeliver a short paragraph onoverall sentiment.41%of organizations are aware ofsentiment analysis and12%are currently deploying it.4 Examples of AI
27、 Powered CXSpeech recognition andvirtual assistantsAI-powered speech recognition technology gives customers more ways to communicate,including through hands-free,voice-activated interactions with virtual assistants.For example,Mercedes-Benz istrialling a ChatGPT-powered voice assistant as an optiona
28、l beta feature in its new MBUX infotainmentsystem.39%of organizations are aware ofvoice recognition and10%are currently deploying it.5 AI can be a massive source ofcompetitive advantageAs long as brands play to AIs core strength which is real-time processing ofhuge quantities of data to identify pat
29、terns itcan help them create seamless customer experiences that are personalized and engaging.Byallowing them to understand what people want,need,and prefer,AIhelps brands deliver experiences so relevant and respectful,people feel as if theyre finding andengaging with brands on their terms.Imagine a
30、n AI-driven retail experience in the future:A customer enters aclothing store and is greeted byanAI-powered virtual shopping assistant that can recognize their face andmood.Using this information,combined with conversational input,data on previous purchases,predicted future style preferences,andarea
31、l-time analysis of the customers body shape,theassistant makes recommendations.The customer tries these onvirtually,using augmented reality(AR),and the assistant analyzes the customers response to suggest alternatives.The transaction isultimately completed using biometric authentication,andadrone tr
32、ansports the items tothecustomers home.While the above scenario is still somewhat futuristic,many oftheAI-powered elements within it are already being used toenhance CX.They include:Business survey:Base=200Business survey:Base=200Where AI and Marketing Collide:2024 CX Predictions7INTRODUCTION system
33、sAI algorithms are used to analyze customer data including past purchases,browsing history,anddemographic information to suggest relevant products andservices.For example,IHOP is using an AI-powered recommendation engine to personalize its online ordering system based on past food preferences and or
34、dering habits,which might reveal,for example,anaffinity for specific flavors.62%of organizations are aware ofAI-powered recommendation-and 24%are currently deployingit.6 Predictive analytics AI can be used to predict future outcomes based on historic andreal-time data.This may mean anticipating cust
35、omers needs before they are even aware of them,and delivering solutions to pre-empt those needs.For example,US telecom company Sprint uses predictive analytics toidentify customers with ahigh-churn risk and proactively deliver personalized retention offers.68%of organizations are aware ofpredictive
36、analytics-and24%are currently deploying it.Customer segmentation AI algorithms can be used toanalyze customer data andautomatically identify patterns andaudience segments,toensure brands are reaching therightpeople.For example,ScottsMiracle-Gro used look-alike modeling technology to scale audience s
37、egments and retain the customers it gained during thepandemic.54%of organizations are aware ofAI-powered customer segmentation-and 17%arecurrently deploying it.Where AI and Marketing Collide:2024 CX Predictions7These use cases are just the tip of the AI-enabled iceberg.Brands are beginning to apprec
38、iate how AI can help them understand and deliver what their customers want or need,in the right place and at the right time,resulting in better experiences.And theyre increasingly using AI technologies to power a variety of strategies and tactics that will take CX to another level.Weve pinpointed fi
39、ve emerging AI-powered trends that we predict will transform the CX landscape in 2024.And weve surveyed professionals from 200 brands,as well as 2,000 consumers,in the US and UK,to gain an in-depth view of those key trends.Lets find out what they are.“Most of our clients are still talking about the
40、machine learning side,so predictive modeling,and getting the business to actually put the foundations in place for AI.Oneofour key philosophies is around thinking about how you want to apply AI in the future-starting small and proving its value in those specific areas really quickly,and then that he
41、lps drives adoption across a business.”Simon Chung,Director Strategy,Consulting,&Analytics,EMEA,AcxiomBusiness survey:Base=200Business survey:Base=200Business survey:Base=200Where AI and Marketing Collide:2024 CX Predictions8INTRODUCTION 5CX trends for2024Surging innovation will continue to progress
42、 the macro trends weexplored in last years CX trends report,including automation,immersion,andintuitive technologies.For our 2024 report,were focusing onfive emerging trends within theCX space that are facilitated byAItechnologies anduse cases.#1#2#3#4#5Shoppable AdsProactive Customer ServiceHealthy
43、 Acquisition and RetentionPredictive Personalization Bringing together AI-informed digital advertising and ecommerce so people can explore and purchase products directly through ads.Two-thirds(66%)of consumers who have purchased through shoppable ads say it enables them to find products andservices
44、theyre interested in more easily7.As conversational AI becomes more common and a new generation of chatbots emerges,customers will expect seamless experiences and greater transparency.35%of consumers actually prefer to talk to a chatbot than a human customer support agent8,yet only 15%of businesses
45、are currently using AI-powered chatbots9.An emphasis on growth at all costs is being replaced by a focus on reaching high-propensity prospects and super-serving loyal customers.Almost three-quarters(73%)of consumers are willing to stay loyal to a brand if they deliver great CX10,whichillustrates inc
46、redible potential for AI-powered retention tactics.Were entering an era of hyper-personalization,powered by the new generation ofgenerative AI applications,with businesses anticipating peoples needs before they even know they have them.The majority of consumers say personalized ads help them easily
47、find relevant products.With only 13%of brands currently using predictive personalization,quick adoption can drive competitive advantage11.Sustainable CXAI can help companies become more sustainable by minimizing costs andmaximizing efficiencies.And a genuine commitment to sustainability can help bra
48、nds differentiate themselves from their competitors.44%of consumers are willing to pay more for a product they think is more sustainable.And 47%wont make apurchase ifthey have concerns about a companys environmental impact12.Where AI and Marketing Collide:2024 CX P AdsShoppable advertising exists at
49、theintersection of digital advertising andecommerce,andpresents exciting new opportunities forcustomer engagement.TREND 01Where AI and Marketing Collide:2024 CX Predictions9Where AI and Marketing Collide:2024 CX Predictions10As brands increasingly blend commerce and content across a variety of chann
50、els,shoppable ads which are frequently powered by AI will help them deliver interactive experiences that increase customer engagement,cultivate deeper relationships,and give them a competitive edge.“The main risk that businesses need tobewary of is surfacing products inyour shoppable ads that are no
51、t instock,andsoyou lose that conversion andpotentially damage brand perceptions as well.Businesses also need to ensure that the customer can experience the brand somewhat through the ad.Otherwise you run the risk of converting a customer who might not even know what the brand is,orremember it for fu
52、ture purchases.”Head of Performance Marketing,multinational retailerTREND 1:SHOPPABLE ADS prevalence ofshoppable ads isgrowing rapidly.Thanks to investment from global tech companies andmedia owners looking for a share of the expanding ecommerce market,shoppable ads are already available on social,s
53、earch,streaming TV,and programmatic,andthere are emerging augmented reality(AR)and virtual reality(VR)use cases.Born out of a recognition that people are increasingly looking to their favorite digital media platforms for inspiration,shoppable ads allow them to explore and purchase products directly
54、through advertising.Unlike traditional online ads thatredirect to a brands website,shoppable ads mean people can complete their purchase without leaving their immediate environment.For consumers,shoppable ad formats offer novel shopping experiences and convenience in purchase.Forbrands,they offer a
55、new channel for ecommerce sales,a streamlined purchase journey,and effective attribution which will beespecially important in 2024 as brands look for new ways toclose the loop between impressions and conversions.Shoppable ads are part of a wider move toward social commerce,where digital media platfo
56、rms blur the lines between social and commercial features to keep users within their platforms,increase engagement,andultimately boostrevenues.And the social commerce opportunity is huge.Sales through social platforms are expected toreach$82billion inthe US and$7billion intheUK by 202613.Industry co
57、mmentators predict social commerce will revolutionize the way people shop and interact with brands,and livestream shopping is a perfect example14.Thisexperience,which already enjoys huge popularity in China,sees brands embed shoppable links into livestream content so viewers can make direct purchase
58、s,often with exclusive access or a discount.As it gains traction in the US and UK,livestream shopping will help brands engage in more meaningful customer interactions,and achieve conversion rates that can be 10 times higher than standard ecommerce,according to McKinsey15.2026$82bn US$7bn UKSocial Co
59、mmerce OpportunityWhere AI and Marketing Collide:2024 CX Predictions11TREND 1:SHOPPABLE ADS media:On Facebook,Instagram,TikTok,Pinterest,and YouTube,brands can create shoppable adsthat link directly to a digital storefront.Usergenerated content and sponsored posts:OnInstagram,brands and influencers
60、can add shopping tags to sponsored posts and reposts ofcustomer-created content,so users can purchase featured products through a digital storefront.Digital video or audio:YouTube and TikTok offer shoppable ads for video content,with pop-ups or links embedded in the video description enabling users
61、topurchase featured products.For example,Milk Bone dog treats ran an audio campaign on Amazon Music that allowed listeners to add the product to their cart through avoice command to Alexa while the ad was playing.Livestream shopping:TikTok and YouTube allow brands and influencers to overlay shoppabl
62、e links fortheproducts that are featured in live video content.AR/VR:Brands are exploring shopping within AR andVR experiences.For example,customers of global makeup brand Charlotte Tilbury can select and buy products initsvirtual world.Streaming TV:NBCUniversal enables on-air shoppablemoments,where
63、 viewers can scan a QR code to purchase using their smartphone.Roku has partnered with Walmart to enable shopping directly from the TV set,with viewers payment details pre-populated from Rokus payments platform.Search:Google and Microsoft enable users to purchase directly through the ads that appear
64、 in search results.In some cases,users are sent to merchants orother marketplaces to process payment.Visual search:Shoppers can use their smartphone camera to perform a visual search for an item they see(online or offline)and receive shoppable ads for that product or similar products.The state of sh
65、oppable ads in 2024Where AI and Marketing Collide:2024 CX Predictions11Where AI and Marketing Collide:2024 CX Predictions12LOral increases sales with livestream shoppingLOral has introduced livestream shopping into its marketing mix with great success.The brand runs livestream makeup tutorials acros
66、s YouTube and Instagram with senior makeup and skincare experts,who show viewers how to achieve specific looks using LOral products,and popular influencers,who answer questions and provide additional advice.During the livestream,LOral encourages participants to purchase featured products by seamless
67、ly integrating shopping links.It creates hype with calls to action like“almost sold out”or“click link for a 20%discount.”LOral has already held 50 livestream shopping experiences across five countries,which feel like a one-on-one consultation at a makeup counter.The unique,personalized experiences i
68、ncrease reach,customer engagement,and of course sales.CASE STUDYTREND 1:SHOPPABLE ADS AI and Marketing Collide:2024 CX Predictions12Where AI and Marketing Collide:2024 CX Predictions13TREND 1:SHOPPABLE ADS perspective:Shoppable ads provide a more immersive and interactive shoppingexperienceShoppable
69、 advertising is still relatively new topeople.Whilethe majority of US and UK consumers(62%)areaware ofshoppable ads16,only a small percentage have purchased through them(see right).Perhaps unsurprisingly,use of shoppable ads tends tobe higher among younger age groups,buteven there shoppable ads only
70、 account forasmall proportion ofecommerce sales.have made a purchase through shoppable searchhave made a purchase through shoppable social mediahave made a purchase through visual searchhave made a purchase through streaming TVUptake of shoppable ads among consumers17All ages 16+16-34 age group24%38
71、%17%27%14%22%12%18%“The overall performance and ROAS that weve seen from shoppable ads across Meta has been stronger than our other campaigns.Especially for customers on their mobile,they want to be able to click straight through an ad and shop products.”Head of Growth,home hardware retailerConsumer
72、 survey:Base=2,051Base 16-34=588Where AI and Marketing Collide:2024 CX Predictions14TREND 1:SHOPPABLE ADS products that arerelevant to their interests.66%of consumers who have used shoppable ads say the ads enable them to find the products and services theyre interested in more easily18.With 58%of 1
73、6-34 year olds saying they like it when companies recommend products or services that are tailored to their personal preferences19,this is a notable benefit ofshoppableads.Making shopping easier andmore convenient.63%of consumers who have used shoppable ads say they enable them to buy products and s
74、ervices inamore efficient way20.This could mean both shortening the shopping journey,perhaps with one-click purchase,and making it easier to find what they want.Indeed,over half(52%)of consumers feel its useful when brands gather their information to show ads related to a product or service theyve b
75、rowsed orpurchased onadifferent site21.Purchasing products on their most used platforms.64%of consumers who have used shoppable ads say they enable them to access alarger range of channels and platforms toshop from22.Shoppable advertising is a unique experience,presenting people with new and enterta
76、ining ways to discover andpurchase products on the channels they already use.People do have some reservations about making purchases viashoppable ads.Forinstance,only 3%of consumers say they would actively choose to purchase financial services products via ashoppable ad,and 4%say the same for automo
77、tive andhomeware products23.In these categories,physical stores and“traditional”online avenues continue to dominate given thenature of the products.But with the continued expansion of retail media networks andother forms of shoppable media,people are likely tobecome more accustomed to seeing shoppab
78、le ads,which should encourage increased engagement and address anyconcerns.Overall,consumers are positive about the use of shoppable ads,as long as the experience is convenient,relevant to their personal interests,and allows them to stay within the digital environments where theyre most comfortable.
79、Where AI and Marketing Collide:2024 CX Predictions14While the use of shoppable ads may still be low,most of the consumers who have used them feel that they enhance the online shopping experience in multiple ways.Where AI and Marketing Collide:2024 CX Predictions15TREND 1:SHOPPABLE ADSBusiness perspe
80、ctive:Shoppable advertising helps brands close the gap between impressions andconversionsShoppable ads are somewhat more established with brands than with consumers.Almost half(45%)of professionals surveyed said their company has already deployed shoppable ads24,with most use cases centered on searc
81、h ads(83%)and static shoppable images on social media(82%)25.But,as was the case with consumers,the brands that have used this type of advertising do see the benefits and are keen to explore further.Of those that currently use shoppable advertising:83%82%48%44%39%Search adsSocial media posts Shoppab
82、le content on streamed TVVisual searchInfluencer/creator marketingBusiness survey:Base of companies currently using shoppable advertising=89Business survey:Base of companies currently using shoppable advertising=89plan to use shoppable creator or influencer collaborations in the future49%are conside
83、ring using shoppable content across streamed TV26 42%intend to use shoppable content on visual search45%Types of ads organizations have deployedBrands that have deployed shoppable ads also plan to explore other formats 54%Digital shop/storefront AI and Marketing Collide:2024 CX Predictions15Where AI
84、 and Marketing Collide:2024 CX Predictions16TREND 1:SHOPPABLE ADS interest in shoppable ads can be explained by their ability toremove friction from the“messy middle”of the purchase journey.When brands can connect people with products in the digital environments they are already using,they can short
85、en thepath to purchase.Reducing the number of touchpoints required to convert alead lowers the cost ofacquisition and improves ROI over the long term.Other key benefits include:Gain data for personalization:Shoppable ads help brands understand which products customers are interested in,including det
86、ails such as their price range,color,and size.This information can be used to deliver more relevant ads in the future.Over half(56%)of professionals who have already used shoppable ads see this asabenefit27,(as do 38%who have not yet tried the format)28.Increase engagement and conversion rates:Nearl
87、y half(42%)of companies that have used shoppable ads believe the format candrive increased engagement and conversion rates29,as consumers are receptive to recommendations while on the platforms they use todiscover products.Over a third(37%)ofthose whohave not yet usedshoppable ads also expect this t
88、o be a benefit30.Close the loop between impressions and conversions:Theshort purchase path and closed loop nature of shoppable ads makes attribution easier.It allows advertisers to track the performance of their campaigns and optimize in real time.Nearly a quarter(21%)ofthose that have used shoppabl
89、e ads see more effective attribution as a key benefit of the format31,and 10%of those that havent yet used them also identify itas a potential benefit32.Reach and acquire younger shoppers:GenZ and young Millennials already use social media to discover and shop forproducts.Theyre looking for more eng
90、aging and interactive shopping experiences than traditional ecommerce sites andshopping apps can offer.Shoppable ads can help brands reach and convert theseyounger customers.Uptake of shoppable ads by age group33:1634355455+Shoppable content and advertising on search38%28%9%Shoppable content andadve
91、rtising on social media27%19%7%Influence/creator marketing24%19%4%Visual search22%17%5%Shoppable content andadvertising on streamed TV18%15%4%Where AI and Marketing Collide:2024 CX Predictions16Consumer survey:Base=2,051Where AI and Marketing Collide:2024 CX Predictions17TREND 1:SHOPPABLE ADS it wor
92、k:To capitalize onshoppable ads,brands need to be able to unify customer data across platforms for personalized experiencesData will play a critical role in helping businesses use shoppable ads to deliver meaningful experiences by featuring relevant products and messages.Brands will need high-qualit
93、y first-party data that reflects peoples continually evolving desires,perceptions,and life stages.In fact,businesses must be able to collect and unify customer data across first-and third-party platforms to form a single customer view in order to deliver relevant shoppable ads that deliver the best
94、possible CX.To deliver successful shoppable ad campaigns,businesses will need a seamless,real-time flow of data between customer data,product and inventory management systems,and marketing automation systems.This will ensure that only products that are in stock and available to the customer are disp
95、layed in shoppable ads.Businesses will also need to maintain up-to-date information about products in their brand catalogs to avoid discrepancies across channels.Furthermore,as audiences engage with shoppable ads across a number of platforms and devices,businesses will need sophisticated tracking an
96、d measurement capabilities to capture all relevant customer interactions.Where AI and Marketing Collide:2024 CX Predictions18TREND 1:SHOPPABLE ADSAI is already being used to power the decision making behind shoppable ads and personalize the experience.In 2024,were likely to see product innovation fr
97、om big tech and media companies that further integrates AI into shoppable advertising,including:Conversational shoppable ads:By accessing a wealth of data,AIassistants can be used for conversational commerce,learning about an individuals preferences so they can recommend products theyll love.This wi
98、ll take two forms:Integrating shoppable ads into LLMs(e.g.,ChatGPT,Bard):As tech platforms race to monetize their LLMs,we can expect to see shoppable ads integrated into conversational AI search.Google andMicrosoft are already experimenting with these formats,which usegenerative AI to create high-qu
99、ality customized ads.Ads with conversational function:In the near future,shoppable ads will have embedded conversational functionality,so customers can ask questions about the product,explore options,and complete thepurchase all within the ad.Where next?Using generative AI to deliver highly personal
100、ized shoppable ads:We expect to see brands using generative AI to create highly personalized shoppable advertising content at scale and at a lower cost.AI can draw on different data sets to analyze customer preferences in great detail,creating shoppable content that is highly relevant to the individ
101、ual(e.g.,by including their favorite color andaesthetic) AI and Marketing Collide:2024 CX Predictions18Where AI and Marketing Collide:2024 CX P Customer Service Generative and conversational AI are revolutionizing customer service.Brands can use their data to deliver next-level CX.TREND 02Where AI a
102、nd Marketing Collide:2024 CX Predictions19Where AI and Marketing Collide:2024 CX Predictions20TREND 2:PROACTIVE CUSTOMER SERVICE prevalence of conversational AI solutions such as chatbots,voice assistants,and virtual agents in customer service has grown significantly over the past year,in line with
103、the arrival of consumerfacing LLMs like ChatGPT and Bard.The global chatbot market size is growing at a CAGR of almost 20%and is expected to be worth close to$5billion by 203234.This rapid growth is primarily due tothe capacity of AI-powered chatbots to deliver a proactive and personalized service a
104、cross digital channels at scale,which caters to the evolving demands and expectations of constantly connected consumers.This shift toward automated customer service enables businesses to offer always-on customer service ontheplatforms preferred bytheir customers,while alsostreamlining operations and
105、reducing customer service costs.Generative AI has the potential to further revolutionize customer support through a combination of digital self-service and enhanced agent interactions.In fact,theres a growing recognition that customer service should seamlessly blend digital technologies and automati
106、on with human support to deliver a frictionless and highly personalized experience.In 2024,well see a shift from reactive to proactive customer service.Businesses that use AI-powered chatbots and virtual assistants to solve problems before customers even know they exist,or those that proactively mak
107、e suggestions to prevent potential issues,will be the ones that retain long-term customers.Businesses that get this right will forge ahead of those that respond reactively.Where AI and Marketing Collide:2024 CX Predictions21Expedias Conversational Trip PlanningIn 2023,Expedia launched a new chatbot
108、application powered by OpenAIs ChatGPT.In the Expedia app,users can start a conversation with ChatGPT and receive recommendations on destinations,hotels,transportation,andactivities.The ChatGPT-powered feature will then automatically favorite the hotels it recommends,which saves users time and effor
109、t.The integration of ChatGPT enables Expedia to offer a more personalized travel experience.The application analyzes user data and preferences sothat,ifauser asks for hotel recommendations in a particular place,ChatGPT cantailor its recommendation to the individual and suggest hotels that match thei
110、r travel history,preferred amenities,and price range.Travelers can also ask questions about their upcoming trip and receive information,such as flight schedules,weather,recommended transport routes,and relevant news that may impact their trip.CASE STUDYTREND 2:PROACTIVE CUSTOMER SERVICE AI and Marke
111、ting Collide:2024 CX Predictions21“Expedia introduced a chatbot with AI integrated through the ChatGPT plugin earlier this year,and weve seen great success.We use our ChatGPT chatbot during the discovery stage to drive new acquisitions and conversions.We have found that,once the traveler enters the
112、shopping funnel through our chatbot,their propensity to complete the purchase journey is much higher than those who dont.”Raghav Gupta,Global Product Manager,ExpediaWhere AI and Marketing Collide:2024 CX Predictions22TREND 2:PROACTIVE CUSTOMER SERVICE perspective:Achatbot can save time andenergy but
113、 can add friction to the customer experience ifits not sophisticated enoughThe majority of consumers have used chatbots forcustomer service.Where AI and Marketing Collide:2024 CX Predictions2264%of consumers have used achatbot or virtual assistant for customer support35 Of these:50%have used them to
114、access technical support46%to resolve issues withtheir order45%for troubleshooting28%for transactional services 28%for performing simple tasks like making anappointment36 46%to get an answer to asimple questionFewer have used them for more task-oriented applications such as:Consumer survey:Consumer
115、uptake and use of chatbots.Base for first stat=2,051,base for all subsequent stats=1,305Where AI and Marketing Collide:2024 CX Predictions23TREND 2:PROACTIVE CUSTOMER SERVICE we asked consumers about more advanced customer service applications,we found lower uptake.Only36%have used a biometric ID to
116、 complete atransaction,and33%have used voice recognition tointeract with acompany37.Promisingly,51%stated theyd had an interaction withachatbot that felt like natural human conversation,whichshows the progress these chatbots have made in recent years.But suffice to say,not every chatbot ismade equal
117、.There are varying levels ofconversational AImaturity forcustomer service,ranging from basic question-and-response bots to those that use the advanced natural language generation required toconductahuman-likeconversation.Currently,most chatbots for business do not perform beyond question and answer.
118、They arepre-programmed withaspecific set of data and are primarily used toprovide quick responses to common customer questions.Mostdonot use natural language processing(NLP),dialog management,ormachine learning(ML)toprovide a360-degree customer service experience.Inmany cases complex queries(includi
119、ng those that involve multiple concerns)are escalated toahuman operator.Consumers who have used chatbots for customer service often encounter a variety of challenges:Of the customers who have interacted with chatbots for customer support38:noted difficulties with handling complex queries that involv
120、e multiple aspectsexpressed concerns about the potential forchatbots to be unreliablenoted a lack of empathy,agreeing thatchatbots cannot respond to emotions in the same way human customer service representatives can54%45%38%While chatbots still have some challenges to overcome,theyare already a key
121、 part of the customer support journey for many people.Overall,35%of customers actually prefer to message with a chatbot or virtual agent instead of calling a human customer service agent,with this preference particularly pronounced among 35-54 year olds.Customers who prefer to message with a chatbot
122、 or virtual assistant/agent than with a human customer service agent39:As more brands incorporate AI into their chatbots,we can expect to see their popularity and use increase.AI-powered chatbots can learn and improve over time,which will address concerns about their reliability,adaptability,and eve
123、n empathy,as new use cases continue to emerge.Overall 16-34 35-54 55+35%42%45%14%Consumer survey:Base=1,305Consumer survey:Base=1,305Where AI and Marketing Collide:2024 CX Predictions23Where AI and Marketing Collide:2024 CX Predictions24TREND 2:PROACTIVE CUSTOMER SERVICE perspective:AI is increasing
124、ly embedded into customer support with significant benefits,buthuman interaction stillhas its place Many businesses are already integrating AI into their customer support functions and,by doing so,are seeing notable improvements in understanding customer issues andresolving them quickly.A significan
125、t 44%ofthebusinesses we surveyed said they are currently using AI forcustomer service40,and these businesses notedthefollowing benefits:86%agree using AI helps their business to better understand customer issues and complaints78%agree using AI helps their business respond to customer support request
126、s more rapidly 65%agree AI helps to streamline their customer service functions41 Business survey:Base of companies using AI in CX=88Where AI and Marketing Collide:2024 CX Predictions25TREND 2:PROACTIVE CUSTOMER SERVICE and virtual assistants:AI-powered chatbots cananswer common questions,troublesho
127、ot,and perform routine account management tasks.Customer selfservice bots:AI-powered bots can identify orpredict friction points,based on the customers immediate browsing activities,and suggest actions before the customer reaches out for support.Customer authentication:AI can be used for customer id
128、entity verification through voice recognition and biometric IDs.Tailored customer experiences:When ML is used to analyze and interpret behavioral and demographic data,customers can receive personalized recommendations or timely promotions.Multilingual queries:AI translation applications can automati
129、cally detect the customers language and facilitate aconversation inthislanguage or translate for an agent.Enhancing agent interactions:Using data points,such asticket type,past resolution processes,customer sentiment,andcustomer history,AI can recommend actions to agents.Agents can also use AIconten
130、t generators to respond to customers.Intelligent triage:Using NLP and sentiment analysis,AI canapply tags and labels to tickets,sort them into categories,andfunnel them to the correct agent.Sentiment analysis:Based on the tone and context of the customer interaction,AI can detect how the customer is
131、 feeling,andtailor responses accordingly.It can also generate valuable insights from customer interactions across support channels Performance monitoring:AI can monitor wait times,identifygaps in knowledge-base content,and determine when itsnecessary to transfer customers to a human agent.Inventory
132、management:AI-based analytics of product inventory,logistics,and historical sales trends can improve customer support with real-time feedback on inventory levels.Example use cases for AI in customer service include:Where AI and Marketing Collide:2024 CX Predictions25Where AI and Marketing Collide:20
133、24 CX Predictions26TREND 2:PROACTIVE CUSTOMER SERVICE these many AI use cases,chatbots are the one people arelikely to be most familiar with.But,although many businesses do use chatbots for customer service,our survey revealed that few are currently using AI-powered bots.Almost half(47%)of the busin
134、esses we surveyed say they use some form of chatbot or virtual assistant in their operations.But only 15%ofbusinesses use a chatbot or virtual assistant that is powered by AI42.Regular chatbots that arent powered by AI have a number oflimitations that restrict their functionality and value,including
135、 one-dimensionality and an inability to engage in conversations beyond binary interactions.These one-dimension chatbots arent necessarily sophisticated enough to handle the entire spectrum of customer queries,and if they cant answer questions or provide help in a timely or accurate manner,this can l
136、ead to customer dissatisfaction,increased workload for customer service reps,lost sales,and bad publicity from negative reviews.Whats more,using regular chatbots limits some of the proactive capability usecases we previously mentioned.AI-powered bots can address these limitations by drastically expa
137、nding the range of use cases and complexity of tasks that chatbots can support.And with improvements intheaccessibility of LLMs such as ChatGPT and Bard,aswell as advances in their capabilities,we expect to see much wider adoption of generative AI-powered chatbots inthe coming years.In fact,several
138、big name brands,including Stripe,DuoLingo,and Coca-Cola,have already recognized this potential and have integrated the ChatGPT APIintotheiroperations.But companies will need to carefully tread the line between streamlining customer service operations and outright replacing valuable human-to-customer
139、 interactions.Asitstands,AI-powered chatbots cant always provide thelevel ofempathy,understanding,and personalization thatahuman can.Furthermore,replacing entire customer service units with AI-powered bots can have serious consequences foracompany if the bots arent implemented or managed inaway that
140、 provides people with accurate andup-to-dateinformation.“On the flip side of all of this,its very early in all of these endeavors to think that the computer is smart enough to get it right all the time.Thething is,math doesnt have morals.I think were on the cusp of letting the computer dosome things
141、 faster and better for us,butwere not at a point to trust it to be the sole arbiter of the path forward in all scenarios.”Brady Gadberry,SVP Head of Data Products,AcxiomThe most successful brands will retain a set of skilled andexperienced customer service representatives tohandle the more complex i
142、ssues that their AI-poweredbots cannot,andprovide customers with a personal touchwhennecessary.Where AI and Marketing Collide:2024 CX Predictions27TREND 2:PROACTIVE CUSTOMER SERVICE it work:Sophisticated AIpowered chatbots need to be trained on vast volumes ofhighquality data toperform effectivelyTh
143、e success of conversational AI does not depend solely on technology.Good user experience(UX)design and a wealth of training data are also crucial.A chatbot that is not correctly implemented or not trained on sophisticated enough data will not be able to engage in the natural human conversations that
144、 customers expect.In fact,insufficiently trained chatbots run the risk of alienating customers by delivering empty responses or answers that dont solve their problem.And,given AI-powered chatbots need to be trained onfirst-party data,brands must make sure the tools they use to develop their chatbot
145、solutions prioritize data security.Abrands data is incredibly valuable and no one wants to risk jeopardizing customer privacy in any way.Key pillars that businesses need to get right to maximize thevalue of their AI integration for customer service include:Data and analytics capabilities:The ability
146、 to ingest large volumes of customer data to build intelligent customized experiences A nerve center for descriptive andpredictive analytics CRM and cloud-based call centers(if relevant)embedded into an AI-driven tech stack Significant data storage capabilitiesImplementation:Seamless integration of
147、AI chatbot tech with legacy systems such as CRM,commerce platforms,andenterprise resource planningsoftwareTraining:An AI-enabled automated intent recognition and resolution layer(i.e.,intelligent triage)that can analyze the customer request anddetermine the intent,sentiment,and language-including ma
148、king proactive recommendations The ability to train AI onspecificmodels Prompting and tuning LLMs toeach service channel to ensure interactions are contextually appropriateManagement andoptimization:Executing regular updates andmaintenance tomodelsPrivacycentric design:Ensuring all privacy policies
149、are updated with current use cases Ensuring security requirements aremet Ensuring data use is permissioned and meets all privacy regulationsWhere AI and Marketing Collide:2024 CX Predictions28TREND 2:PROACTIVE CUSTOMER SERVICEAs businesses continue to integrate AI across customer support functions,t
150、heyll need to be mindful of increasing customer expectations for positive,seamless experiences that deliver answers quickly and effectively.To facilitate this expectational shift,businesses will be prioritizing developments in four key areas of conversational AI:Handling more complex requests:Ultima
151、tely,advances in LLMs will enable chatbots to complete more complex tasks.In the meantime,businesses may enable their bots to handle more specialized tasks by adopting a multibot architecture where specialized chatbots function as an ensemble,accessed through a unified interface.After inferring the
152、users intent,requests are directed to the appropriate specialist bot.Improving personalization:We expect further advances inpersonalization,with bots adjusting their communication style inreal time according to individual customer characteristics,such as formality of communication,and emotional and
153、cultural context.Where next?Introducing visual capabilities:Businesses will use visualAI to solve customer problems in real-time.While basic visual AI for example reading text is already widely adopted,using visual AI to identify an issue with a specific make ormodel ofadevice or product perhaps usi
154、ng video requires functionality that iscurrently only accessible to businesses withadvancedcapabilities.Investing in voice:Differences in accents and cadences ofspeech,as well as the unpredictability of human conversations,mean AI is only just beginning to be used for verbal interactions.However,rec
155、ent advances in text-to-speech and speech-to-text technology are making it easier for LLMs to conduct verbal conversations,which will encourage adoption for customer AI and Marketing Collide:2024 CX Predictions28Where AI and Marketing Collide:2024 CX P Acquisition and Retention Rising acquisition co
156、sts are driving businesses to focus on quality acquisition and retaining high-value customers.TREND 03Where AI and Marketing Collide:2024 CX Predictions29Where AI and Marketing Collide:2024 CX Predictions30TREND 3:HEALTHY ACQUISITION AND RETENTION years,brands have prioritized growth at all costs.Ac
157、ross all sectors and markets,theyve focused onacquiring and converting prospects using aggressive marketing tactics tomaximize reach.But acquiring new customers is getting harder andmore expensive due to increased competition,market saturation,inflation,and tightening privacy regulations.McKinseys C
158、MO survey reveals the average cost per click in 2022 was 20%higher than in 202143.And61%ofthebusiness professionals we surveyed saidcustomer acquisition has become more competitive in the last 12to18 months44.Whats more,deepening economic concerns mean thefocus of the investor community is swinging
159、away from growth toward creating long-term value anddriving profit.And,for many businesses,acquiring orconverting customers is no longer the most efficient way toincreaseprofitability.Businesses are having to rethink their approach inthis changing climate.Indeed,nearly half(45%)of the businesses we
160、surveyed have changed their organizations marketing priorities because of the economic downturn45.For many this means taking actions to acquire their ideal customer rather than just any customer and to retain and grow the high-value relationships they already have.A healthy acquisition andretention
161、approach is no longer a nice-to-have,butastrategic imperative.To succeed with this new focus,brands can harness thelatest developments in AI to super-serve their existing customers with unique,highly personalized experiences.They can also integrate AI across their marketing operations,using predicti
162、ve insights toacquire prospects with similar characteristics to their most valuable existingcustomers.Where AI and Marketing Collide:2024 CX Predictions31Burberry uses AI to seamlessly integrate its instore and digital channels,creating aholistic customer experienceBurberry is using big data and AI
163、to create more seamless andpersonalized experiences for its most valuable customers acrossin-store andonline channels.Burberry asks customers,who join its loyalty and rewards programs,to share their data through its mobile app.This data is used todeliver relevant recommendations for both in-app andi
164、n-store experiences.In-store,sales assistants use tablets to access information about valuable customers,which informs buying suggestions.Employees can see a customers purchase history,their preferences and,ifenabled,their social media footprint.Theycan use this data todeliver a more personalized ex
165、perience,including recommending matching items or accessories based on previous purchases,orrecommending items based onthecustomers online aesthetic.In addition,all products in Burberry stores have their own unique RFID tag.When a customer stops at or picks up an item,the mobile app will send messag
166、es to the customer about the product.This may include where the product came from,itsdesign aesthetic,or tips onhow to style it.This marrying of digital and physical engagement enables Burberry to provide an exceptional experience that makes its most important customers feel unique and valued.CASE S
167、TUDYTREND 3:HEALTHY ACQUISITION AND RETENTION AI and Marketing Collide:2024 CX Predictions31Where AI and Marketing Collide:2024 CX Predictions32TREND 3:HEALTHY ACQUISITION AND RETENTION perspective:People are spending cautiously,due to the macroeconomic context and want to be rewarded forcontinued b
168、rand loyalty The economic landscape is leading people tobemore judicious about their spending habits,which often means theyre not as loyal to brands as they once were.AMcKinsey report46 reveals 80%of consumers arechanging their shopping behavior by switching brands orretailers tofindlower costs.Our
169、research reveals a similar picture,with 71%oftheconsumers we surveyed actively shopping around toget the best deal on a product or service,and 61%likelytoswitch to an alternative brand if its cheaper47.These results are broadly similar across different age groups,although 16-34 year olds are the lea
170、st likely toswitch brands to get a better deal:As a result of this switching behavior,the value of an existing customer has soared,and retaining customers has become pivotal to success.But its not as straightforward as simply offering customers the products they love at the right price.We recently p
171、ublished a report about Gen Z which reveals aparadox.They appear both loyal and transient,with brand loyalty having less to do with the brand itself than with how that brand aligns with their personal values,as well astheopinions of the social influencers they trust.Brands need a deep understanding
172、of the individual to acquire andretain a strong relationship.Overall,todays consumers are more connected,savvy,andengaged with brands than ever before.In a world ofendless choice,brands must work hard to build relationships with people and demonstrate that they add real value totheir lives through r
173、elevant,personalized interactions in order to foster brand loyalty.And people expect to be rewarded for that loyalty,whetherfinancially or with exceptional experiences.Oursurvey revealed:of consumers want to be rewarded for their loyaltyare willing to stay loyal to a brand ifthey offer discounts and
174、 rewardsare willing to stay loyal toabrand if they deliver agreat customer experience48 73%72%65%Overall16-3435-5455+Overall16-3435-5455+I actively shop around to get the best deal on a product or serviceI am more likely to switch to adifferent brand ifit is cheaper71%61%62%57%75%66%75%59%Consumer s
175、urvey:Base=2,051Where AI and Marketing Collide:2024 CX Predictions33TREND 3:HEALTHY ACQUISITION AND RETENTION more,consumers are becoming more aware ofthevalue of sharing their data in exchange for exceptional experiences,according to the latest GDMA report on what consumers really think about data
176、privacy.Brands that can harness the potential of data,predictive analytics,and AI will be strategically positioned to understand their most valuable customers and deliver unparalleled experiences that will ensure long-term engagement and satisfaction.Theywill also be well placed to acquire new custo
177、mers whohave agenuine affinity for their brand.Customers are most likely to repurchase from a company if49:They receive personalized loyalty rewards andprograms They receive personalized customer supportIt is easy to sign up andcreate an account They receive personalized products and services tomeet
178、 their needsWhere AI and Marketing Collide:2024 CX Predictions3356%48%35%31%Consumer survey:Base=2,051Where AI and Marketing Collide:2024 CX Predictions34Business perspective:Brands can use AI to superserve their most valuable customers with anoutstanding CXandacquire new customers with similar char
179、acteristicsA number of the businesses we surveyed(43%)have reported a decline incustomer loyalty over the last 12to18months50.However,the way those businesses defineandmeasure customer loyalty varies greatly.Businesses define customer loyalty in different ways51:EngagementHigh levels of spendLongevi
180、ty and retentionAdvocacy and referralsNet Promoter Score(NPS)TREND 3:HEALTHY ACQUISITION AND RETENTION businesses we surveyed aremore likely to measure brand loyalty byhow engaged customers are,than by how much they spend or their longevity.Thisview contrasts somewhat with their marketing strategies
181、,asmore than half(58%)claim to have amarketing strategy specifically tailored tokeep customers with thehighest lifetime value(LTV),i.e.,spend andlongevity.52Regardless of how brands define loyalty,itisevident that they recognize the importance of retaining high-value customers for long-term profitab
182、ility and success.Yet,results from oursurvey show that few companies are taking concrete steps todrive loyalty and retention.In fact,only 50%of the businesses we surveyed reward customers for their loyalty53,which means half of businesses surveyed do not.Aswesaw earlier,the majority ofcustomers expe
183、ct toberewarded,and will stay loyal if they receive exceptional experiences orfinancial rewards,sothis issomething brandsshouldconsider.Similarly,only 12%of the businesses we surveyed are currently using AI in their loyalty and retention tactics.54 Thismeans most brands are missing out on a huge opp
184、ortunity to make use of first-party data capabilities andAItodeliver unique andpersonalized experiences toengage their best customers.In 2024,we expect this to change,asbusinesses increasingly invest in AI to super-serve their most valuable customers andacquire prospects with similarcharacteristics.
185、“For the regulated industries,AI can bea massively useful tool.For instance,insurance companies could use ittospeed up underwriting decisions,claims handling,and fraud detection.Imagine using AI tomake underwriting decisions in afraction of the time,instead of taking 30 days tocome to that decision,
186、it takes 30 seconds.If managed correctly,that could mean a significant improvement incustomer experience.”Dana Goff,SVP Industry&Solution Strategy,AcxiomEconomic difficulties and diminishing returns from acquisition efforts may push businesses to slash marketing and CX investments,butthis strategy c
187、ould lead to dire long-term consequences.Consumer spending may beunpredictable,but McKinsey research55 shows consumers arestill spending where itmatters most to them.Which means if a customer isnt purchasing from one brand theyre likely tobebuying fromacompetitor.The most successful businesses will
188、prioritize investment in the customer experience.This will include using first-party data capabilities andAI to deliver unique andpersonalized experiences to their highest-value customers,andto make smarter marketing decisions thatdrive a healthy acquisition and retention strategy.Weexpect businesse
189、s toinvest inthefollowing tactics:74%50%49%28%17%Business survey:Base=200Where AI and Marketing Collide:2024 CX Predictions35TREND 3:HEALTHY ACQUISITION AND RETENTION personalization:Businesses can use AI andpredictive analytics to seamlessly connect their physical,in-app,and online channels,enablin
190、g digital browsing and transaction data to inform the offline experience and vice versa.Dynamic segmentation:Businesses can supercharge their loyalty programs by allocating customers to different categories depending on their response to loyalty rewards or offers,with categories updated dynamically
191、sointeractions are always tailored to the latest customer engagement.Predictive analytics:Brands can use AI-powered predictive analytics toidentify which rewards or offers will resonate with individual customers,aswell as which customers are likely tobecome disengaged,and then create personalized an
192、dengaging experiences that improve retention rates.Immersive experiences:For retail brands,AI can personalize AR/VR try on experiences by suggesting products the customer may like based on their previous purchases,unique preferences,facial features,or aesthetic.Spend decisioning:Businesses can cut b
193、ack on low-yield marketing spend and invest more where theres greater potential forlonger-term ROI.Prospect segmentation:Businesses can streamline andenhance segmentation to identify their most and least valuable prospects at any given moment without human bias.Lookalike audiences:Using AI and their
194、 first-party data,brands can more accurately,and at scale and speed,identify their most valuable customers andthen focus their acquisition efforts onthird-party audience segments withsimilar characteristics.Customer journey insight:Integrating ML with customer relationship management(CRM)systemscan
195、deliver customer journey insight to optimize acquisitionstrategies.Personalized communications:Businesses can use generative-AI toexecute highly personalized communications atscale,informed by a wealth ofcustomer data.Applications of AI for retaining highvalue customersinclude:Applications of AI in
196、acquisition efforts include:“AI can also enable the use of new data sources to drive decisions.For example,in the financial services industry,the decision to give somebody a loan or a credit card has traditionally been through established credit data.Consider the possibility of using alternative dat
197、a to make lending decisions for people with thin ornotraditional credit data.This just hasnt been possible before because were talking about millions and millions oftransactions.”Dana Goff,SVP Industry&Solution Strategy,AcxiomWhere AI and Marketing Collide:2024 CX Predictions36Making it work:To iden
198、tify,acquire,andsuperserve highvalue customers,businesses must have sophisticated data andanalytics capabilitiesOrganizations that succeed in their efforts to acquire andretain high-value customers will be those that make thebest useofawide range of first-and third-party data sets andadvanced analyt
199、ics to build sophisticated and highly engaging customer experiences.To ensure that their efforts are fruitful,businesses will need toprioritize investment in the following areas:TREND 3:HEALTHY ACQUISITION AND RETENTION will need a centralized system,such as acustomer data platform(CDP),thatpulls da
200、ta from a variety of different sources(customer transactions,social media interactions,website traffic,etc.)tocreate asingle,real-time customer view that powers AI models.Expertise:Businesses need access to industry experts who can help them build,train,implement,manage,and optimize AI solutions.Whe
201、ther internal or external,these experts can help with data collection,algorithm development,and model deployment.Resources:Businesses need to ringfence the resources toimplement AI solutions.This includes the time,money,andexpertiseneeded to collect data,develop algorithms,anddeploymodels.Where AI a
202、nd Marketing Collide:2024 CX Predictions37TREND 3:HEALTHY ACQUISITION AND RETENTIONWith the onus on brands to offer exceptional CX in exchange for continued loyalty,we expect to see a huge increase in the use of AI for loyalty and retention tactics,far beyond the 12%of brands that are currently usin
203、g it.To make the most of AI for customer retention,brands will need to prioritize building out and scaling robust first-party data.With this,we may see a renegotiation of the data value exchange,with people encouraged to share data with brands that can offer real value.Coca-Cola is a great example o
204、f a brand that is scaling its first-party data by using AI to bring experiential content to its customers and engaging them beyond the transaction.On-pack QR codes for its new product,Y3000 Zero Sugar,allow consumers to access a custom AI camera that shows Where next?what their reality could look li
205、ke in future.Coca-Cola will use the first-party data generated by these interactions tosegment customers and offer them tailored experiences to keep them engaged.Ultimately,brands will use AI for strategic marketing activities and customer experiences that help them stay top of mind for high-value c
206、ustomers,reach the customers theyd love to have,and build resilience in the face ofintensifying AI and Marketing Collide:2024 CX Predictions37Where AI and Marketing Collide:2024 CX P Personalization A cutting-edge advertising technique that uses AI to predict what people will want.TREND 04Where AI a
207、nd Marketing Collide:2024 CX Predictions38Where AI and Marketing Collide:2024 CX Predictions39TREND 4:PREDICTIVE PERSONALIZATION increasingly expect personalized brand experiences.Whether its marketing communications or instore,online,and inapp experiences,they value interactions that are tailored t
208、o their unique context and preferences.Just over half(51%)the consumers we surveyed say they like itwhen companies recommend products and services that are tailored to their personal preferences56.Brands are acknowledging this expectation and are shifting away from broad-brush demographic or market-
209、based segmentation alone,instead taking a more holistic approach that favors more individualized CX strategies that use customer data to deliver relevant experiences.Predictive personalization is the next step in this process.Generative AI is supercharging personalization,enabling businesses to crea
210、te customized experiences atunprecedented scale and precision.Generative AI canuse behavioral patterns and individual characteristics to learn what customers might do or want next.In this way,personalization evolves from recommendations based on a static view of past behavior,to predicting how custo
211、mers needs and tastes will evolve moving forward.But predictive personalization is a complex undertaking.To use it effectively,brands need to take a data-led approach,building a deep understanding of customers changing wants and needs,and employing sophisticated ML models to act on that information.
212、In 2024,leading brands will embrace predictive personalization as a strategic imperative,using their valuable first-party data to deliver more engaging andrelevant CX.Where AI and Marketing Collide:2024 CX Predictions40Stitch Fix uses AI to predict style preferences Stitch Fix is a personal styling
213、service.On signup,customers complete a detailed profile including their measurements,body type,likes and dislikes,personality traits,lifestyle,and budget.Stitch Fixs AI algorithms then combine this information with additional data to curate a personalized selection ofclothingitems.The Stitch Fix AI
214、algorithms are constantly learning.They are trained on a massive dataset including purchase history,customer reviews,and social media activity to better understand style preferences.Thismeans Stitch Fix can predict,with a high degree ofaccuracy,which pieces a particular customer will like,and how th
215、eir preferences may evolve over time.Stitch Fixs AI algorithms help to improve the overall customer experience in other ways,such as:Personalizing the website and app to each customers individual style Optimizing the shipping and delivery process Tracking customer satisfaction to identify areas fori
216、mprovementStitch Fixs use of AI to predict what customers will want has helped the company become one of the worlds leading personal styling services.Its unique approach results in higher customer satisfaction,improved conversion rates,reduced returns,andincreased brand loyalty.CASE STUDYTREND 4:PRE
217、DICTIVE PERSONALIZATION AI and Marketing Collide:2024 CX Predictions40Where AI and Marketing Collide:2024 CX Predictions41TREND 4:PREDICTIVE PERSONALIZATION perspective:Foreseeing customer needs boosts satisfaction through relevant and timesaving interactionsConsumers respond positively to personali
218、zed advertising.In fact,nearly half(47%)of the people we surveyed said they are more likely to click on an advert or email ifitcontains personalized content,including offers57.Whats more,around half feel providing their data to brands is worthwhile if they receive ads based on their interests and on
219、line behaviors(53%),location(53%),and personal characteristics(47%),or if they receive personalized offers aspart of a loyalty program(56%)58.When asked about the useful ways in which a company may use online information,the people in our survey ranked thefollowing59:Given people already want brands
220、 to talk to them inaway thatfeels relevant to their unique context,predictive personalization is the natural next step.Predictive recommendations have several benefits for consumers:Convenient shopping experiences:Over half(57%)the people we surveyed said personalized ads and recommendations help th
221、em find relevant products andservices more easily60.More relevant advertising:When brands use predictive personalization,people are less likely to be bombarded withirrelevant ads.Improved decisionmaking:Predictive personalization helps people make better decisions.For example,a financial services co
222、mpany can use it to recommend investment products based on a customers risk tolerance andfinancialgoals.Useful ways in which a company may use customer data(%agreed)Limit the number of times they see the same adSave information so they dont have to enter iton the next visit to the websiteReceive ads
223、 related to a product or service browsed orpurchased on the same siteReceive personalized offers as part of a loyalty programReceive ads based on their interests and online behaviorsReceive ads based on current or recently visited locationReceive ads related to a product or service browsed orpurchas
224、ed on a different siteTo receive ads for products in their basket or on a wishlistReceive ads based on personal characteristicsTo receive personalized adverts based on things their friends and family have shared68%66%56%56%53%53%52%51%41%47%Consumer survey:Base=2,051Where AI and Marketing Collide:20
225、24 CX Predictions42TREND 4:PREDICTIVE PERSONALIZATION perspective:Advances in AI enable predictive personalization at unprecedented scale andprecision,boosting brandperformanceBy predicting preferences and needs,brands can bring customers the products and services they want,before theyre even aware
226、they want them.This takes personalization to an entirely new level.AI-enabled predictive personalization allows tailored content to be delivered at scale across a broad array of marketing and customer engagement content,including adverts,articles,product images,videos,emails,and offers.When customer
227、s feel more understood and enjoy the convenience of having their needs pre-empted,the results are likely to be increased engagement,satisfaction,and loyalty,ultimately resulting in a higher LTV.And,with the emergence of publicly available generative AI applications democratizing access to big data p
228、rocessing,predictive personalization is now more accessible thaneverbefore.But despite this,predictive personalization is still largely thepreserve of tech-savvy,digital-first organizations.Only12%of the organizations we surveyed actively predict customer needs using AI at the current time61.This me
229、ans there is a huge opportunity for brands to adopt predictive personalization and gain a competitive advantage.88%of organizations do not actively predict customer needs using AI for the following reasons:42%Not having analytics capabilities that are sophisticated enough31%A lack of internalskills
230、33%The expense associated with implementing requisite systems that would allow them to use AI effectively 25%Not having data capture and storage capabilities that are sophisticated enough62“We are leveraging AI to surface products,to our newly acquired customers,that we know are likely tobe bought o
231、n the second purchase.So for example,when people buy an Adidas sweater,they might buy a Nike top as well.The data is really strong showing that this encourages a second purchase.”Head of Performance Marketing,fashion retailerBusiness survey:Base=175 (those not predicting customer needs using AI)Wher
232、e AI and Marketing Collide:2024 CX Predictions43TREND 4:PREDICTIVE PERSONALIZATION survey also showed that not all brands are aware ofallpredictive personalization strategies,and even fewer arecurrently implementing them.74%73%68%58%56%56%35%Smart recommendations of products/services based on past b
233、ehaviorTailored content in email communicationsTailored content in advertisingCustom dealsProviding different search results by userDynamic pricingVariable website layoutUse case60%75%68%71%54%68%45%The%of brands that are aware of different personalization strategies63 The%of brands who are actually
234、 doing it among those already aware64 Business survey:Base for first column=200,inset second column is the%of brands that are deploying among those who are already aware of different personalization strategiesWhere AI and Marketing Collide:2024 CX Predictions44TREND 4:PREDICTIVE PERSONALIZATION it w
235、ork:To deliver predictive personalization,businesses must invest in AI and ML capabilitiesTo infuse AI and decisioning into their data strategies topower predictive personalization,brands must first unify their customer data across first-and third-party platforms to form asingle customer view.This v
236、iew must be updated in real-time to reflect the latest customer interactions and capture evolving customer preferences.CDPs are the ideal technology toachieve this goal,but they will also require acomplementary identity solution toreconcile thedisparate data thatpertains toanindividual.In addition t
237、o bringing together high volumes of customer data,brands must also ensure they have the analytics capabilities toprocess it.Predictive models will need to analyze data from arange of platforms and channels to identify patterns and trends thatcanbeused to predict customer behavior65.Finally,businesse
238、s need to have the in-house expertise todevelop and deploy AI recommendation algorithms that can recommend products and services that are likely tobeofinterest to individuals.In addition to these considerations,businesses must also prioritize data privacy and security.61%of the consumers we surveyed
239、 say receiving personalized ads and recommendations makes them concerned about how their data is used and shared66.Withdata privacy top-of-mind for consumers,brands must ensure customer data is not compromised by third-party AI integrations andapplications.Overall,predictive personalization will req
240、uire brands to think differently about the types of data they collect,how they entice customers to share it,and how they bring it together.Where AI and Marketing Collide:2024 CX Predictions45TREND 4:PREDICTIVE PERSONALIZATIONPredictive personalization will impact all industries.Right now its often a
241、bout movie recommendations on streaming services.But in the future it might be used in healthcare,with doctors relying on predictive personalization to recommend treatments based onthepatients individual medical history and risk factors.In 2024,well see greater awareness and uptake of predictive per
242、sonalization,leading to increasingly advanced use cases across an expanding range of verticals.However,this will require investments in the collection,unification,and activation ofcustomerdata.We expect to see investment in tech that enables businesses to gain a single customer view,advance their pe
243、rsonalization capabilities,and deliver predictive personalization at scale.Well also see abroadening of generative AI usage to create customized content cost-efficiently.This includes the use of AI-generated models todevelop individualized offers and pricing tiers,create personalized emails,and gene
244、rate product images that are contextually relevant to individual customers.Crucially,businesses will need to consider how to encourage their customers to share the data needed to power predictive Where next?personalization.People are increasingly aware of the value oftheir data and view sharing it a
245、s a transaction they will share,but they want to get something in return.Acxioms responsible marketing survey reveals the top two most acceptable and useful applications of data in online advertising are showing ads based on interests and showing ads based onproducts previously browsed or purchased.
246、Brands will need tobe thoughtful about delivering predictive personalization in the right moments and in a way that feels helpful to the individual.While delivering on the promise of predictive personalization mayrequire significant upfront investment,businesses that get it right will enjoy increase
247、d customer engagement and improved customer satisfaction and loyalty that will translate into revenue growth in 2024 and AI and Marketing Collide:2024 CX Predictions45Where AI and Marketing Collide:2024 CX P CXSustainability is influencing peoples purchase decisions and their perceptions of brands.T
248、REND 05Where AI and Marketing Collide:2024 CX Predictions46Where AI and Marketing Collide:2024 CX Predictions47TREND 5:SUSTAINABLE CX recent years,when making purchase decisions,people have become more mindful of sustainability encompassing social,environmental,and economic aspects.They want to feel
249、 good about the products they buy,and byextension,the brands theyre investing in,sosustainability isbecoming synonymous with good CX.With economic uncertainty putting pressure on peoples wallets,theres the potential for considerations such asaffordability to push sustainability down the priority lis
250、t.Butour research indicates sustainability is still a key concern,and consumers tend to favor brands that promote social messages that align with their own beliefs,employ sustainable manufacturing practices,and uphold ethical business standards.Over two-fifths(41%)of the consumers we surveyed say th
251、e environmental impact of a company is a key factor that influences their purchasing decisions.And 38%say the same for a companys social impact67.Environmental impact is most important for younger consumers aged 16-34 but is still a significant factor for those between 35and 54.The demand for more s
252、ustainable products isnt necessarily limited to high-income countries.Googlesglobal search data suggests that the desire to learn about and practice sustainability is trending worldwide.Whether its electric vehicles,fast fashion,zero waste,or renewable energy,internet users across theglobe are searc
253、hing for the information they need tomake more sustainable choices68.Sustainability credentials arent just influencing what consumers buy,theyre also impacting what they dont buy.Around half(47%)of the consumers we surveyed say they would avoid purchasing from a company if they had concerns about th
254、eir environmental impact,and over half(52%)say the same about the companys stance onethical or social issues(52%)69.This means brands need to be cautious about just paying lip service to sustainability through greenwashing.Consumer expectations extend beyond mere claims;they want to see evidence of
255、a genuine commitment to sustainability through the products,services,andoperations of the businesses they interact with.Businesses need to go beyond marketing messaging andembed sustainability across their organization,toensure theyre practicing what they preach.This can bea complex and expensive pr
256、ocess,but businesses that get it right will avoid alienating people andcanexpect toreap the long-term benefits of customer loyalty andbrand affinity.Overall16-3435-5455+Overall16-3435-5455+The environmental impact of a company is a key factor that influences my purchasing decisionsThe social impact
257、ofa company is a key factor that influences mypurchasing decisions41%38%49%41%44%43%30%31%Consumer survey:Base=2,051Consumer survey:Base=2,051Where AI and Marketing Collide:2024 CX Predictions48Nike 360degree sustainability integrationNike has implemented a 360-degree approach to sustainability thro
258、ughout its operations,supply chains,products,and culture.With the launch of“Move to Zero”in 2019,Nike set out its sustainability vision with specific and measurable goals to achieve by 2025 and 2050.Nike focuses its social and environmental efforts in four key areas:Environmentally sustainable opera
259、tions:Nike isworking toward a 70%reduction ingreenhouse gas emissions by 2025,which includes diverting 100%of waste from landfills,andusing 100%renewable energy across allitsowned facilities.Recycling and refurbishing:Nike uses recycled leather,cotton,polyester,and nylon in itsshoes.The company has
260、also developed materials with low manufacturing impact that are composed of recycled plastic.In addition,Nike offers take-back and refurbishment programs forused andend-of-lifefootwear.Diversity,equity,and inclusion:Nike has pledged to achieve 50%representation of women and 35%representation of raci
261、al and ethnic minorities in its corporate workforce by 2025.Thecompany has also committed to investing$125million in businesses that address racial inequality,and$140 million over 10 years(to 2030)to support social equality for Black Americans.Nike also equips customers with information to help them
262、 make more sustainable purchasing decisions.This includes their sustainability portal.Nikes portal enables consumers to track Nikes progress against its sustainability goals and to understand exactly how and where their shoes were made.Manufacturing map:Nikes“Manufacturing Map”enables consumers to l
263、earn where products are manufactured,the number of workers ineach factory,their average age,and the number ofmigrant workers.CASE STUDYTREND 5:SUSTAINABLE CX AI and Marketing Collide:2024 CX Predictions48Where AI and Marketing Collide:2024 CX Predictions49TREND 5:SUSTAINABLE CX perspective:People wa
264、nt to buy from companies that are genuinely committed tosustainability People want businesses to adopt sustainable practices,and they are willing to pay apremium for products and services that are made inanenvironmentally friendly way.Infact,44%ofthe people we surveyed say they are willing to pay mo
265、re for a product orservice if they think its more sustainable than an alternative.And business may bemissing anopportunity here as 45%ofconsumers feel its hard to find products thataretrulysustainable70.Brands are responding by developing sustainability and social responsibility initiatives,making c
266、limate pledges,publishing sustainability reports,and establishing senior positions dedicated to sustainability.But with expectations around sustainability evolving and people having more access toinformation about companies than ever before,brands need to make sure their sustainability pledges have
267、substance andarent just empty promises.Weve already seen that almost half of consumers would avoid purchasing from acompany where they have concerns about theorganizations environmentalimpact.To understand what aspects of sustainability people are really interested in when deciding whether to spend
268、their money with a particular company or not,we asked our survey respondents to select the factor that is most important to them.Tellingly,only 6%said they didnt find the sustainability ofa product or company important.Most important factors for consumers whenconsidering the sustainability ofaproduc
269、torcompany,ranked from mosttoleast important.71 16%Repair services to extend the life of products14%Sustainable/recycled material use in products11%Sustainability programs or initiatives 9%Donations to environmental/social causes8%Overall carbon footprint2%Other14%Refillable/reusable packaging11%Tra
270、nsparency around environmental impact9%Transparent information about manufacturing andsupply chains6%The sustainability of a product orcompany is not important to meConsumer survey:Base=2,051Where AI and Marketing Collide:2024 CX Predictions50TREND 5:SUSTAINABLE CX perspective:Brands must consider t
271、he sustainability of their operations,and AI can helpOverall,our survey demonstrates that sustainability is a key consideration for organizations.We found:66%agree that sustainability is important to their organizations marketing andcustomer experience strategyHowever,our survey results also indicat
272、e that not all businesses fully appreciate the importance ofsustainability to their customers:Onlyof respondents agree their customers have become increasingly concerned with sustainability72 provide information to customers tohelp them make more sustainable purchasing decisions7370%agree that susta
273、inability is important to their organizations overall strategyBusiness survey:Base=20046%54%Where AI and Marketing Collide:2024 CX Predictions51So,what steps are businesses actually taking to minimize their environmental impact?Weasked the business professionals who took part in our survey toidentif
274、y areas where their organization considers environmental impact,andtoindicate whether ornot the business has actually taken steps tominimizeimpact in these areas.Impact74%Energy use across offices and sites73%61%Product disposal83%60%Product packaging87%55%Our suppliers72%49%Raw materials used in ma
275、nufacturing72%43%Emissions associated with employee travel56%42%Data storage65%29%Energy required to power martech software and operations43%25%The amount of data processing required to effectively train and use AI44%respondents who agree their organization considers the environmental impact of 74 O
276、f which,%of respondents taking action to minimize the impact of each activity75 TREND 5:SUSTAINABLE CX aspects such as energy use,product disposal,andproduct packaging are commonly considered by businesses.Andthemajority of organizations that consider these aspects do take action to minimize theiren
277、vironmental impact.But its a different story when we look atdata storage,theenergy required to power martech software,andthedata processing required foreffective use ofAI.Themajority ofbusinesses dont consider these,andthose that doarent necessarily taking action.Over the last 15 years,data has beco
278、me ahotcommodity.Across sectors,organizations have raced to gather asmuch data aspossible to inform strategic marketing initiatives,product development,and customer experience strategies.But as the volume ofdata workloads increases,so too does theenvironmental impact of data processing.The growing p
279、opularity of martech software and AI-powered applications may well increase the carbon intensity ofbusinesses that use these tools,as query processing takes aconsiderable amount of energy.AImodels need tobecontinually fed data andupdated onaregular basis,which further contributes toabusinesses carbo
280、n footprint.Business survey:Base for first column=200,inset second column is a%ofrespondents taking action to minimize the impact ofeach activityWhere AI and Marketing Collide:2024 CX Predictions52TREND 5:SUSTAINABLE CX may contribute tothe problem,butitisalso the solution.While the use of AI may in
281、itially contribute to carbon emissions,it can help companies become more sustainable in the long term.Automate customer service:Asitsaccuracy increases,conversational AI has thepotential to become the most energy-efficient customer service solution byreducing the number of customer service touchpoin
282、ts and staffing requirements,andstreamlining operations.Minimize waste:From FMCG brands tofashion retailers,businesses can use AI for demand forecasting and inventory management to reduce waste.Improve product longevity:AI can be used both to design products that have a longer lifespan and for predi
283、ctive maintenance,which will ensure products canfunction more efficiently for a longer period oftime.Identify energy intensive processes:Businesses can use AI to identify energy-intensive processes such as inefficient equipment,suppliers,or practices.AI canalso reduce the impact of these processes,f
284、or example by automatically powering down machines or devices,orswitching lights off inempty rooms,toreduce wasted energy.Facilitate more focused marketing communications:By using AI to optimize marketing communications,businesses can ensure that their campaigns reach the people most likely to engag
285、e.This can reduce emissions by limiting unnecessary data processing and avoiding energy-intensive,untargeted mass-marketing campaigns that dont generate a strong ROI.Provide more sustainable endtoend CX:Companies can use AI toprovide customers with information that helps them make sustainable choice
286、s.Forexample:A choice of delivery options based ontheenvironmental implications ofeachone Carbon estimates or labeling to help customers understand the carbon footprint oftheir purchases Recommendations to customers that combine their preferences with the local availability of certain productsWhere
287、AI and Marketing Collide:2024 CX Predictions53TREND 5:SUSTAINABLE CX it work:Businesses need to increase sustainability within the constraints of current economic pressuresPushing forward with sustainability isnt always easy,especially in an increasingly difficult economic context.Wediscovered anumb
288、er of businesses face key challenges when implementing sustainability initiatives:In the current climate,businesses may need togradually revise how they operate,andconsider the changes they can make with the systems andapplications they currently have,rather than contemplating a complete overhaul.Fo
289、r instance,legacy data systems and centers that have been in place for years may not be as energy efficient ascloud options,but they may be too costly toreplace right away,meaning businesses need tostart with incremental improvements.From a data perspective this could include:Prioritizing accuracy o
290、ver volume andonlycollecting data thats really useful Regularly cleansing data to remove out-of-date information and minimize duplicates Considering where data is stored and processed-isedge computing or cloud computing a more effective alternative?Using data to identify receptive audiences andminim
291、ize wastestated financial considerations stated their organization prioritizes other objectives over sustainabilitystated a lack of awareness within their organization about the benefits of operating sustainably76 37%38%33%“At the moment,youve got this misalignment.Every company wants more data onth
292、eir customers sothey can personalize theexperience.Not all data isrelevant,but everything out there points toward analyzing more data,which is obviously very energy intensive.But if you want to reduce your environmental impact,you need tohave less data.The important thing to understand is,that doesn
293、t have to be a bad thing,especially ifyou are focusing on high-quality data instead.Strategy Lead,AI Infrastructure Platform Business survey:Base=200Where AI and Marketing Collide:2024 CX Predictions54TREND 5:SUSTAINABLE CXIn 2024 and beyond,businesses will need to take a holistic approach tosustain
294、ability to truly engage customers who are taking environmental andsocial issues seriously and avoid greenwashing accusations.They will need to ensure they are aligned with their customers sustainability priorities.Our survey shows only 28%of businesses feel providing information to customers on the
295、environmental impact of products is a key priority77,which is a huge missed opportunity as many people arestruggling to find sustainable products and are willing topay more for them when they do.Businesses will need to evaluate the sustainability of their activities across all business units,includi
296、ng optimizing theirdata strategy to reduce its environmental impact.In fact,as businesses increasingly use AI to help them Where next?operate more sustainably across multiple business operations,including energy usage,supply chain management,waste management,product development,and customer experien
297、ce,ensuring sustainable management of the data that feeds AI will be a business imperative.Successful companies will be those that put AI-driven sustainability at the core of their strategy.Rather than thinking of it as a checkbox,they will consider how sustainable operations can increase efficiency
298、 andprofitability,enhance the experience for their customers,anddifferentiate AI and Marketing Collide:2024 CX Predictions54Where AI and Marketing Collide:2024 CX Predictions55CONCLUSION success starts witha strong data foundation Whenever a business invests in a new technology,it must deliver value
299、 back to that business.And as weve seen throughout this report AI has the potential to drive exceptional customer experiences,which will in turn deliver incredible business value.But to get the value they expect from AI,brands need to start with the data that fuelsit.Aswe highlighted in Acxioms late
300、st Customer Intelligence(CI)survey,data health isone ofthe key pillars that must support any efforts to engage people in meaningful conversations,and deliver relevant experiences that build trust.When a brand has a strong foundation of clean,accurate,complete,and ethically sourced data for AI applic
301、ations to draw from,it can begin to take advantage of the emerging trends wevehighlighted to improve CX and gain real value.Where AI and Marketing Collide:2024 CX Predictions56CONCLUSION that in mind,here are a few key principles for businesses todevelop a successful data strategy that will support
302、AIpowered CX:Consider what data you need.Data volumes are increasing exponentially,and businesses need to ensure they have sufficient storage andprocessing capacity now,andforthe coming years.At the same time they should avoid capturing all data for the sake of it,and determine what information they
303、 really need to improve the customer experience.Most brands will start with first-party data,but will often find this can beenhanced with third-party insights.1Balance personalization andprivacy.Businesses will naturally need to stay up to date with privacy regulations and legislation,especially as
304、AI use will increasingly be regulated.But they must also understand thefine line between using data to offer welcome,personalized experiences that deliver customer value and using it in a way thatmay feel intrusive and erode trust.4Prioritize data hygiene.Poor data in means poor results out.Biases o
305、rmistakes in data introduce errors into the system and throw off decision making.By ensuring data isregularly cleansed and standardized forinstance by removing duplicates and completing missing contact details brands can make sure they arefueling AIwith accurate information.2Create a centralized vie
306、w.To make the most of AI,brands need asingle,real-time view of the customer and that means bringing together data from across different teams and systems within the organization.A CDP combined with a robust identity solution is often themost effective way toachieve this.3Where AI and Marketing Colli
307、de:2024 CX Predictions56Where AI and Marketing Collide:2024 CX Predictions57CONCLUSION AI and Marketing Collide:2024 CX Predictions57Start small and test.Brands will need toconsider data maturity when starting out with AI.Formany this will mean beginning with basic BI analytics orsimple ML algorithm
308、s rather than more advanced AI.All brands should test models exhaustively,and ensure people are still sense checking AI outputs,as alack of transparency andthe potential forAIhallucinations dopresent risks.Scaling up models that are not fit-for-purpose will lead tosignificant costs without meeting g
309、oals.5Ringfence resources.AI capabilities are accelerating,andbrands that dont invest in new technologies to support the customer experience will get left behind.Setting aside time,money,andpersonnel todevelop the underlying data strategy to support AI-powered marketing,aswell as deploying theAI its
310、elf,is vital to retain competitive advantage movingforward.6Lean on industry expertise.Brands are unlikely tohave all the data andAIexpertise they need in-house.Leaning on theexperience ofindustry experts tobuild a robust data foundation,as well astoexplore the latest AI-powered capabilities,will pr
311、ovide a quicker route to value and ensure customers get the exceptional experiences they deserve.7“Pre COVID,I would have said regulated industries would have tiptoed into this AIfield.And retail and FMCG,those sectors probably would have been leaders.But if we look athealthcare forexample,there are
312、 a number ofplatforms now,where it is virtual/video help first before you get in person visit.So,I think everybody post COVID has realized that the digital transformation needs to happen between regulated andnon-regulated industries at the same pace.AI will play abig part.”Mike Menzer,Head ofInterna
313、tional,AcxiomWhere AI and Marketing Collide:2024 CX Predictions58“Learning and adopting transformational AI can positively impact multiple areas of business,and its just getting started.But its up toall leaders to consider not only how they can use AI to benefit growth,buthow they use itto build bet
314、ter relationships with their customers.TheAIrevolution isgoing to require flexibility anda bit oftrial anderror.Attheheart ofitall,AIissimply atool that isonly valuable if it creates value foreveryone.”Chad Engelgau,CEO&President,AcxiomCONCLUSION AI and Marketing Collide:2024 CX Predictions58Where A
315、I and Marketing Collide:2024 CX Predictions59MTMMTM is a strategy and insight agency specializing in media,entertainment and technology.We work with many of the biggest names in our sectors to deliver actionable insight,helping them to adapt,stay ahead,and thrive.Were a blend of award-winning resear
316、chers,commercial strategists,analysts and cultural trend junkies,all immersed in the modern digital world.Our research and strategy guides organizations from question to insight,from decision to action.And our long-term partnerships with clients like Acxiom are something were incredibly proud of.Rea
317、d more about us here:AcxiomAcxiom partners with the worlds leading brands to create customer intelligence,enabling data-driven marketing experiences that generate value for people and for brands.The experts in identity,the ethical use of data,cloud-first customer data management,and analytics soluti
318、ons,Acxiom makes the complex marketing ecosystem work,applying customer intelligence wherever brands and customers meet.Acxioms Customer Intelligence Cloud(CIC)brings it all together,combining data,technology,and expert services so brands can acquire the customers theyd love to have,grow trusted and
319、 valued customer relationships,and retain their best customers for today and tomorrow.CIC is a connected suite that includes identity solutions,data and audience insights,and analytics,integrated with leading marketing platforms and technology partners,and supported by award-winning services.By help
320、ing brands genuinely understand people,Acxiom enables experiences so relevant and respectful,people are willing to explore new brands and stay loyal to those they love.For more than 50 years,Acxiom has turned the complexity of customer data into the simplicity of customer understanding,delivering be
321、tter experiences for people and growth for brands.With locations in the US,UK,China,Poland,and Germany,Acxiom is a registered trademark of Acxiom LLC and is part of The Interpublic Group of Companies,Inc.(IPG).For more information on Acxiom and their Customer Intelligence Cloud,email:ABOUT AI and Ma
322、rketing Collide:2024 CX Predictions60Survey D and Sample BreakdownBusiness surveyAcxiom partnered with research andstrategy agency MTM to survey 200 decision-makers who work incustomer data and analytics from brands across the UK and the US to gain insights.Survey data issupplemented by six,60-minut
323、e,in-depth interviews with heads ofcustomer intelligence,CMOs,andequivalent.Consumer surveyAcxiom partnered with research andstrategy agency MTM to conduct a nationally representative survey with quotas on age,gender,income/social grade and region across 2,051 consumers in the UK and the US togain i
324、nsights.Approximately,what was the annual revenue ofyour business in the last full financial year?/$100m-499.9m/$500m-999.9m/$1bnor more38%38%25%50%50%50%50%Aged 16+Which country do you work in?Which country do you live in?Specialist9%Senior manager,Director,VP,SVPC-suite77%C-suiteC-suite15%Which be
325、st describes your role?Which of the following best describes your organization?Predominantly B2C businesses70%Predominantly B2B businessesC-suite30%Where AI and Marketing Collide:2024 CX Predictions61Introduction1.Acxiom B2C AI Survey July 2023.Question:To what extent do you agree or disagree with t
326、he following statements about AI?Base:2,051 adults,16+2.Acxiom B2B AI Survey July 2023.Question:To what extent do you agree or disagree with the following statement about data and predictive analytics?Base:200 enterprises,$100m+revenue3.Acxiom B2C AI Survey July 2023.Question:How familiar are you wi
327、th these different AI applications?Base:2,051 adults,16+4.Acxiom B2B AI Survey July 2023.Question:Which of the following AI applications for customer service are you aware of?Base:200 enterprises,$100m+revenue5.Acxiom B2B AI Survey July 2023.Question:Which of the following AI applications for custom
328、er service are you aware of?Base:200 enterprises,$100m+revenue6.Acxiom B2B AI Survey July 2023.Question:Which of the following AI applications for customer service are you aware of?Base:200 enterprises,$100m+revenue7.Acxiom B2C AI Survey July 2023.Question:To what extent do you agree or disagree wit
329、h the following statements about shoppable ads?Base:793 adults,16+8.Acxiom B2C AI Survey July 2023.Question:To what extent do you agree or disagree with the following statement about chatbots?I prefer to instant message with a chatbot or virtual assistant/agent rather than call a human customer serv
330、ice agent.Base:1,305 adults,16+9.Acxiom B2B AI Survey July 2023.Question:Which of the following types of customer chatbot/virtual agent/assistant does your business have?Base:200 enterprises,$100m+revenue10.Acxiom B2C AI Survey July 2023.Question:To what extent do you agree or disagree with the foll
331、owing statements about your purchasing habits?Base:2,051 adults,16+11.Acxiom B2B AI Survey July 2023.Question:What level of personalisation is your organization currently using for customers?Base:200 enterprises,$100m+revenueREFERENCES12.Acxiom B2C AI Survey July 2023.Question:To what extent do you
332、agree or disagree with the following statements about sustainability?Base:2,051 adults,16+Trend 113.IAB Compass:Navigating Shoppable Advertising,IAB14.IAB Compass:Navigating Shoppable Advertising,IAB15.Social commerce:The future of how customers interact with brands.McKinsey,October 202216.Acxiom B2
333、C AI Survey July 2023.Question:Before today,were you aware of shoppable ads?Base:2,051 adults,16+17.Acxiom B2C AI Survey July 2023.Question:Have you seen or bought something through any of these types of shoppable advertising in the past 12 months?Base:2,051 adults,16+18.Acxiom B2C AI Survey July 2023.Question:To what extent do you agree or disagree with the following statements about shoppable ad