Growing Your Business Through AI-Powered Language
Words matter. Your organization knows it, and so do your customers; they engage with your business only when you clearly communicate how you can help them.
Getting your signal through the noise has never been more challenging. Businesses are sending out an estimated seven trillion messages a month, most of them ignored—or worse, actively avoided; the customers who receive them may cut off contact entirely.
Why are so few messages hitting the mark? Because it’s difficult to tailor marketing campaigns and messages to thousands or millions of customers at once while incorporating the complex data, channels, and other inputs that give these messages the authenticity that drives outcomes.
With cookies and other third-party customer data on the way out, companies need to make better use of their proprietary data and get a competitive advantage from their content. Organizations need to personalize their customer experiences at scale and focus on strategic decisions that drive growth instead of using their human capital in an inefficient effort to continually recalibrate campaigns.
That’s why some innovative businesses across sectors are turning to enterprise artificial intelligence (AI) platforms to extend their employees’ power to strategize, create, and distribute personalized messages at scale in a wide range of industries, including finance, retail and e-commerce, health care, travel and hospitality, and the public sector.
AI, data science, computational linguistics, and machine learning (ML) can help your organization analyze your first-party data to generate messages that connect with thousands of customers simultaneously. The right platform can help your workforce make better decisions, give all your customers the information they seek, and grow your business.
Artificial Intelligence, Real Results
One global financial giant recently introduced an AI platform that applies ML to its database of more than one million tagged and scored words and phrases, so it could optimize messaging for its commercial-bank arm and deliver personalized customer experiences across multiple channels to millions of individuals at a time.
Introducing this AI technology strengthened the effectiveness of the bank’s marketing workforce.
The bank saw its ads’ click-through rates of 50% to 250% soar as high as 450%. These changes made a material difference as a result of applying AI-generated language to its marketing efforts. The company plans on using AI language personalization to improve its customer-service interactions—and potentially to strengthen its employee experience internally as well.
RappiPay, a digital-first banking company based in Latin America, used an AI platform to expand the customer mindset on financial services at a societal scale in the region.
The company introduced RappiCard, a credit card intended to help hundreds of millions of unbanked prospects begin building their personal credit. The card put customers’ needs at its center, with clear benefits and low barriers to entry.
RappiPay’s challenge was to communicate the card’s value to customers, reaching an audience already inundated with brand messages. To avoid marketing missteps with guesswork and internalized biases, RappiPay used AI to help its marketing team quickly generate the specific words, phrases, and emotions—and determine the combination of email, text, and social media—that could cut through a noisy market and attract customers.
Using its AI platform as an extension of its human team, and ML that got smarter with more data and experience, RappiPay could create a range of messages with highly personalized language—and do it at scale.
Starting in Mexico, RappiPay’s AI-generated content delivered an extraordinary 179% increase in conversions. With 250,000 new customers in its first six months, RappiPay continues applying AI to expand its product to Peru, Colombia, Brazil, and Chile.
One top global clothing retailer, experiencing a decline in online sales and a shrinking subscription list, saw only insignificant results when its marketing team used traditional A/B testing on the language of its email sign-up prompts.
An AI platform helped the retailer analyze its customer engagement data so its marketing workforce could optimize messaging and language with precision. The AI generated more than 2,000 variations of messages to customers so the retailer could understand with certainty what language would inspire engagement.
The change helped the company rapidly boost customer sign-ups and its order rate by 112% each. The retailer is now exploring how AI can help it boost customer engagement on checkout pages, card-acquisition pages, promo pop-up ads, and other customer touchpoints.
The Science of Language
Your organization operates in a marketplace crowded with competitors and messages, with fewer and fewer third-party resources to help you know your audience. It’s more imperative than ever for your brand language to communicate with the right words.
By using an AI platform that applies precise computational linguistics and language analysis to your messaging, your organization can generate personalized, emotionally engaging messages at a scale and complexity far exceeding your workforce’s capacity.
AI-powered communications platforms are anticipated to drive as much as $800 billion in incremental revenue over the next decade—and organizations that use AI for messaging are seeing clear results today. This may be the right moment to introduce AI and drive your organization’s revenue and growth.
Source : Harvard Business Review
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