Marketers could leverage AI for predictive analytics

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 21, 2019, 6:44 AM UTC

This allows them to gain consumer insights and forecast customer behaviour and trends.

This article states the use cases of AI in marketing. The piece cites a study which found that 56% of marketers on average have used AI for predictive analytics and to personalise content.  

Using AI for content personalisation can help deliver content based on the consumer’s interest and motivations. Using AI for predictive analytics can let marketers forecast consumer behaviour, trends and activity.

AI can also be used to identify the “next best offer” that can be delivered to customers. Additionally, using AI-based biometrics and facial recognition allows marketers to uniquely verify and authenticate a consumer and also for information assurance.

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