The excitement around AI over the past year is largely focused on AI that you can interact with and see in action. In the marketing world, that means Generative AI tools for text & image generation and smart personalization.
But a complete marketing strategy involves other flavors of artificial intelligence and machine learning that are less visible but no less powerful — and can make the difference of whether or not your Generative AI even works.
Gen AI is only as good as the data that powers it. And since customer data is notoriously complex, it takes a different AI process to unify it into accurate, comprehensive profiles that can feed your Generative AI tools to get the best results.
Customer data tools can use AI to power critical processes behind the scenes, including data unification, insights, and predictions, so you have the answers to the questions “Who are my customers? What did they do? And what should I do next?”
In a world where the same Generative AI tools for activation are available to everyone, the data you feed into your Gen AI systems will be a key competitive differentiator, since it determines the quality of the output. In short, it’s not enough to have AI tools at the last mile — it needs to be part of your approach from the first step.
Let’s take a look at these other forms of artificial intelligence so you can get a sense of all the tools at your disposal for next-level marketing in the era of AI.
AI for unifying data: build the most intelligent customer profile to power downstream systems
Underpinning all your Generative AI efforts there needs to be a foundation of customer profiles that are accurate, up-to-date, and reflective of a customer’s whole relationship with your brand. This is critical — without a quality data input, all the other analysis and activation risks being off target and ineffective.
The tricky part is that unifying customer data is hard due to its scale and complexity. The old method of rules-based matching is rigid and breaks down when data doesn’t match perfectly. The right AI models, on the other hand, can find the connections between data points to tell if they belong to the same person, even if there’s a degree of uncertainty.
When your customer data tools can use AI to unify every touchpoint in the customer journey from first interaction to last purchase, the result is a comprehensive customer profile that tells you who your customers are and fuels accurate analysis and personalization.
What does this let you do?
Build rich and complete omnichannel profiles by using advanced ML to connect data from any source
Identify the best way to engage with customers via easily surfaced opt-status and channel preference
Democratize data access by delivering role-based permissions to customer identities and PII
Ensure data transparency by getting insights into how and why our AI merged your customer data
Power downstream AI technology with clean and accurate customer data as the fuel for better results