Artificial Intelligence is not the future. It is the present! - blogs by Manoj Mansukhani ET BrandEquity

Artificial Intelligence (AI) is not something that we will use in the future but something that's being used today by brands across world in their marketing efforts. It's an integral part of marketing efforts for brands to help build a better customer experience. FMCG brands are adopting AI to help recognise customer behavior, provide predictive customer service, integrate it as part of the product offering and in many other ways. A leading FMCG brand used AI technology to help recognise micro facial expressions of joy, anger and surprise in a focus group research for a fragrance to help predict whether the consumer liked the product or not. The AI technology developed by Emotient, a startup recently acquired by Apple was able to more accurately predict preferences of the focus group than surveys. Knorr used cognitive technology, a component of AI in its latest campaign Love at First Taste campaign - "Flavour Profiler".