One reason for this is the need to improve personalization and drive it to all parts of marketing. A recent survey shows 73% of respondents - both consumers and business buyers - expect companies to 'understand my unique needs and expectations,' while 62% expect companies to anticipate their needs, and 56% expect offers to always be personalized, according to the Salesforce State of the Connected Customer report, 5th edition.
One of the primary uses for AI is better automating customer journey orchestration. This can include recommendations for next-best-channel, next-best-content and next-best-offer. Some vendors also offer dynamic personalization powered by AI and segmentation fueled by AI, where the system can, for example, predict a contact's likelihood to respond to a certain offer.
#marketing-automation-platforms #ai-powered-features #personalization #customer-expectations #lead-nurturing #customer-journey-orchestration #data-collection #campaign-optimization #segmentation #dynamic-personalization
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