Council Post: Actioning Individual Customer Context With Artificial Intelligence

Today's customers interact with products or brands at various stages, from brand awareness to comparison to purchase to product support and loyalty. Most marketers are focused on awareness and maybe a little on experience during comparison and loyalty. In recent years, marketing has started to delve into customer support to standardize customer experience. However, machine learning (ML) and artificial intelligence (AI) have started to provide tools that can offer much deeper insight and actions. So, what are the true and far-reaching opportunities for marketers with AI? Imagine being able to serve every customer or potential customer at any touch point in the cycle as if there were a live salesperson there who instantly knew that person's history with the brand -- the summary of clickstream, purchase history, loyalty, support encounters and sentiment.