How AI technology is influencing Gen Z engagement strategies

The past decade has seen artificial intelligence develop from a mere fantasy to a fully integrated part of a marketing strategy, for brands that look to differentiate and improve their customer experiences and online strategies. Take Farfetch for example, which utilized RFID-enabled clothing racks and digital mirrors to allow its customers the choice of size and colour before directly checking out online. This particular use of AI shows the seamless integration of online and offline experiences, and proves that this technology has no end to the benefits and creativity it can bring for a brands engagement efforts. Found at the core of AI technology is data and analytics, allowing brands to streamline digital ads and offer a personalized customer service. This can result in a significant lift to brands engagement efforts and empowers them to fully engage with customer at every stage of the purchase lifecycle.