Artificial intelligence is becoming a driver of marketing development. According to Salesforce analysts, more than half of Western marketers are already using ai in marketing examples and are convinced that its use is imperative in communicating with users.
What can artificial intelligence do in marketing?
Imagine that you need to quickly analyze how a price change will affect demand. To do this, you need to build a regression model. Previously, the marketer had to manually do this using Excel or Tableau, and the process would take several hours. Artificial intelligence will do everything in a few minutes or even seconds. A marketer can be based on the model, decide other questions: was the peak in demand associated with external factors, for example, with the vacation season? Or was it influenced by the release of a new product? Or maybe it was an advertising campaign? You can immediately analyze this data, and not think about how to build a regression model more precisely.
However, machine learning and artificial intelligence now go beyond solving such simple problems. They are able to predict the emergence of the very need for the user.
In-app statistics help a brand deliver relevant ads and predict which cosmetics and care products consumers will need in the future.
How does artificial intelligence work in practice?
Let’s take a closer look at one interesting AI tool. A new service from Cappasity is able to predict user behavior based on how they view 3D images in a product card.
By viewing 3D images, the buyer can examine the product, as in real life, and see all the details. According to the company, the card with 3D images increases conversions by more than 30% and minimizes returns.
The capacity allows you to create 3D product images quickly and with your own hands. To do this, objects must be “snapped off” with a digital camera from different sides. Then the images are loaded into the program, it processes them and in 3 minutes the image is ready. Next, the user uploads 3D images to his account – and receives an embed code on the site or in the store application. The platform also provides tools for using these images in VR / AR.
But the main thing begins further. The platform uses artificial intelligence to track the buyer’s behavior:
- how much time he spent on each picture;
- at which angles he lingered;
- which elements he enlarged to see the details.
After analyzing all this information, the system can predict the probability of making a purchase or upload metrics for the store owner. Among them are the most popular images and the most demanded angles.
Analytics are visualized as a “heat map”. The map shows viewing times, points of greatest interest for customers, and the best viewing angles.
Analysis of the map will help improve not only the visualization of the content but also the design of the product itself. For example, choose the most pleasant colors of the product and highlight the bestsellers. The accumulated data can be invaluable. For example, 200,000 customers, looking at a certain object, all as one zoomed in to better see the lightning. The marketer will be able to quickly draw conclusions. Learn more on https://data-science-ua.com/
Based on this data, you can more accurately target advertising, adjust the assortment and product shooting, and, in general, sell more.