Wunderkind and Create Labs Share the Future of AI Marketing
Advancements in AI create opportunities for brands amid concerns of cookie deprecation and economic instability
With the impending elimination of third-party cookies and the increase in privacy regulations, marketers are seeking new and innovative ways to collect and leverage actionable data about their audiences and customers.
One solution poised to shape the future of marketing and customer interactions is artificial intelligence. During a webinar hosted by performance marketing company Wunderkind, Create Labs founder Abran Maldonado said AI is uniquely positioned to revolutionize marketing across agencies and advertisers alike.
One area where AI is particularly situated to support brands, Maldonado said, is capturing permissible customer data through direct conversations and online interactions. In the absence of traditional methods like personal data, cookies, or pixels, marketers can instead tap the commercialization aspects of AI technology to learn about their customers.
Instead of using cookies to collect data about site visitors, retailers can offer AI tools that act as a sort of personal shopper, asking questions and providing value while also collecting data to enhance the experience further.
For instance, an AI virtual shopper can engage visitors with a simple, “Tell me about yourself. Tell me the things that you like.” This goes beyond the standard chatbot to an interactive tool that learns more the more it interacts with customers.
“As you have that conversation with AI, it’s processing all of the products on the back end to say, this is the best thing for you based on what you’ve just told me,” Maldonado said. “So that data’s being captured right there in that moment based on what you want to volunteer and offer to the AI to help it better personalize that experience for you. So nothing was collected without your permission.”
But collecting customer data is not the only challenge AI can help marketers solve. With budgets tightening in response to a looming recession, AI can also help marketers make important decisions about which software platforms, technologies, and other tools are worth investing in, including screening vendors, partners, agencies, and more.
It’s just a matter of teaching the AI which kinds of solutions meet your needs, and which don’t. From there, it can screen incoming requests or suggest new possibilities to filter out the noise so you can focus on the signal.
To learn more from Wunderkind about how advancing AI can solve some of marketing’s most pressing challenges, watch the full webinar for free here.
