How AI is helping brands improve the customer experience

Virgin Holidays used AI to prove the value of overhauling its email emarketing as it prepared for a full-scale transformation of how it communicates with consumers. Saul Lopes, Virgin Holidays' customer lifecycle lead, admitted that when he first joined three years ago its email marketing setup was "complex"; it was using three different tools to send emails, it had a marketing and CRM team without any data analysts, it was only able to do limited personalisation and there was "no culture of testing". He wanted to do a full digital transformation of how the function worked, but with his plan costing lots of money and requiring a huge shift in skills and mindset, he was instead tasked with proving what success would look like on a small scale before the company would commit. The AI took away all of the bullsh*t. We are no longer led by human ego or human bias but by numbers and results.