How to innovate in the retail sector an online business through Artificial Intelligence

AI applied to digital marketing

Digital marketing consists of the application of advertising strategies adapted to the Internet medium. The structure that supports it is divided into several branches well known by the professionals of the sector:

- Inbound marketing.

- Content marketing.

- SEO or organic positioning.

- SEM or paid positioning.

- SMM or social media management.

- Linkbuilding.

- E-mail marketing.

- Web analytics or Data Science.

One of the most desired desires of any company is to have the necessary tools to know their customers perfectly (CX). In this way it is possible to create new products and services tailored to their needs and in line with their lifestyle. This is the main objective sought with the application of all the tools we have just mentioned.

What role does AI play in this field?

AI applied to marketing has proven to be a powerful weapon for studying users, processing the information gathered and making decisions based on a self-learning process.

- It simplifies, streamlines and optimizes all processes.

- It allows you to know your audience in order to offer them what they are interested in.

Sociological studies and neuroscience have been used to understand and predict human behavior. Robotics appears as the best friend of all the information gathered. A means to automate data management processes and offer a concrete and personalized response.

Thanks to this combination, it is now possible to perform important tasks without the need for a hand:

- Generate content automatically.

- Create personalized messages that are sent based on the user's habits.

- Personalized recommendations adapted to the tastes of each individual.

Success stories in the use of AI for e-commerce

ASOS and remarketing:

ASOS is one of the most famous fashion and accessories stores in Spain. Among the keys to its success is the use of remarketing strategies. This technique is in charge of following the user's behavior automatically to detect the products they are most interested in and show them to them, send them an email with featured products and offer matching sneakers to complete your look while browsing the jeans section (this is what is known as cross-selling).

- Offering discounts to complete a purchase that has fallen by the wayside or sending you a 10 € voucher for your birthday are other tasks that the CRM performs automatically.

Amazon and its algorithm

Its algorithm for offering recommendations has made this company the leader in global e-commerce. The technology it uses to analyze the tastes of each individual user accounts for a third of its billion-dollar annual sales.

AI and data protection

Of course, all this is not incompatible with compliance with data protection laws, something that all companies should take very seriously. Compliance with data protection law is a must for AI development.

And there's more

Tesla, Spotify, Netflix and the vast majority of large companies benefit from robotic mechanisms. As you have seen throughout the article, the growth possibilities it offers are incredible. A well-programmed AI segments, personalizes and acts with certainty. Companies in the United Arab Emirates, such as Majid Al Futaim, have been able to take advantage of technological advances to position themselves at the top of their sector.

AI has become a crucial element in managing the processes that occur in the digital environment. Hence the saying that "Google knows you better than you know yourself". By 2022 it is predicted that 85% of interactions between companies and customers will be carried out by automated systems according to Forbes magazine.

If you have come directly to the conclusion of this post on artificial intelligence and marketing I invite you to read my full article. Discover examples of how AI is applied and success stories.

?Miguel Angel Povedano?

Chief Commercial Officer (CCO) at Majid Al Futtaim. Board Member of “Middle East Organic&Natural”.?

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