How artificial intelligence plays a critical role in delivering excellent micro-moments

People today are constantly on the go, and they have a lot of needs. They need to learn something, get something done, or buy something. That's where micro-moments come in. Brands can identify micro-moments by recognizing times when someone has a particular type of need. And because people can use images, voice, or text to express themselves, artificial intelligence plays a critical role in providing excellent micro-moments. Technologies like image recognition, voice recognition, and text recognition are crucial for understanding what people want and delivering it to them in a way that meets their needs.

So how can you make sure your brand is providing excellent micro-moments? It's essential to understand what people are looking for and what they're trying to accomplish. You need to create the content or tools that will enable them to do whatever they want to do. And it would be best if you made sure those tools are available wherever people are looking for them. That means making sure your website is mobile-friendly, that you have a strong presence on social media, and that you're using the latest technologies to reach people where they are.

But what type of micro-moments are there?

There are three types of micro-moments:

• I need to know something. Someone is researching or exploring but has not yet made a purchase. They want useful information and maybe even inspiration, not the hard sell.
• I need to do something. This person has a task in mind and is looking for a solution. They want to compare products, find a store, or get step-by-step instructions.
• I want to buy something. The buyer is ready to purchase and is looking for the best deal, information about warranties, or reviews. They may also be comparison shopping.

The bottom line is that brands need to provide the content and tools to meet their needs. And they need to do it in a convenient way for people, wherever they are looking for information. That means using the latest technologies and being where people are spending their time online. Technologies critical in delivering micro-moments flows are text recognition, image recognition, and voice recognition.

A scenario

Let's pretend we're in a scenario that's already being handled by an iPhone camera. We have a paper receipt from the store with the price for the fishing rod on it. The camera recognizes the text on the bill as soon as you snap a photo of it. In this way, we can immediately check how much such a product costs, e.g., at Amazon. With the help of image recognition, we can even purchase it right then and there. This is an excellent example of how a micro-moment was successfully delivered.

Voice recognition is another important technology when it comes to providing excellent micro-moments. With voice recognition, you can provide people with information in real-time. For example, if you're using a voice-recognition system to provide customer service, you can answer people's questions immediately. Amazon Alexa, Siri, or other voice assistants are perfect enablers. My example with fishing rod could work here too. Instead of scanning the receipt, the customer could just say the price of the fishing rod out loud to get an immediate response about how much it would cost at Amazon.

Text recognition is another important technology when it comes to providing excellent micro-moments. With text recognition, you can automatically extract information from images or PDFs. This makes it easier for people to get the information they need without typing anything in.

These technologies are essential for understanding what people want and delivering it to them in a way that meets their needs.

Source: Skuza Consulting Insight based on Google, IBM, and McKinsey

Machine learning and deep learning could efficiently handle voice commands, picture recognition, and text identification. Companies that want to leverage micro-moments should use AI technologies to understand natural human interaction. Utilizing these technologies will help brands identify and predict customer needs when they arise. In this way, businesses can provide precisely what customers are looking for without any guesswork. This is critical because meeting customer needs in micro-moments are essential to creating a successful business.

The market is enormous.

The total addressable market for AI was $46 billion in 2021, up from $12.36 billion in 2016. Looking at the specific technologies, we can quickly find out that the voice recognition market was valued at $10.7 billion in 2020 will achieve $30 billion in 2025, at a CAGR of 26.0%. The text recognition market was valued at $15.14 billion in 2020, and it will grow to $74.06 billion by 2025 at a Compound Annual Growth Rate (CAGR) of 30.0%. The image recognition market will reach $34.06 billion by 2025, at a CAGR of 27.0% (Source: MarketsandMarkets)

The takeaway is that AI technologies are essential for providing excellent micro-moments and should be used to understand what people want and deliver it to them in a way that meets their needs.

Conclusion

Micro-moments are a critical part of the customer journey and should be considered when developing marketing and product strategies. By understanding what micro-moments are and using the latest technologies, businesses can provide information to customers in real-time that meets their needs. AI will automate the process, resulting in more relevant prediction and customization.