My Thoughts: The Rise of AI in Optimization
In the last couple of months I have heavily invested my time into figuring out the potential of Artificial Intelligence (AI) and how it will impact the evolving field of Conversion Rate Optimization (CRO). I wanted to share my insights so far.
I believe that the traditional eight-step CRO process, which ranges from research to implementation, will change predominantly driven by AI advancements and a new way in how we work with optimization will emerge. We are still early in the process, but based on my research I can see the contours emerging. Here is my take on how much each step in the process will be applied by AI.
1. Research
AI: 100%.?
Humans: 0%
When it comes to research, AI's capability to sift through and analyze data from diverse sources such as CRM systems, web analytics, social media, and marketing campaigns is unparalleled. The complexity and volume of data that can be processed far exceed human capabilities, making AI the perfect tool for this initial stage. By automating the organization and interlinking of information, AI can offer new insights and facilitate a deeper understanding of the data. The advancement in generative AI technologies and interfaces like Chat GPT will significantly enhance our ability to communicate and comprehend data-driven insights.
2. Idea Generation
AI: 80%
Humans: 20%.?
Idea generation is another area where AI shows promising potential, capable of generating novel ideas by analyzing extensive datasets. This AI-driven ideation process could account for 80% of the input, complemented by human creativity and industry knowledge. As AI systems learn and integrate business intricacies, their contribution to generating actionable and innovative ideas will only grow.
3. Project Management
AI: 20%
Humans: 80%
Project management remains a predominantly human-driven process, relying on nuanced decision-making and organizational understanding. However, AI can support by providing predictive insights on potential impacts and helping prioritize tasks based on ROI calculations. This blend of AI support and human oversight ensures that project management in the CRO process remains flexible and contextually aware.
4. Building/Coding
AI: 0%?
Humans: 100%??
The actual construction and coding of test ideas still require a human touch, depending on the complexity of the implementation and the specifics of the technological stack. This stage will probably remain 100% in the domain of human expertise.
5. Result Conclusion
AI: 90%?
Humans: 10%
AI's strength lies in its ability to analyze results and identify significant patterns or anomalies in the test results. By connecting the CRO data with other key data sources, AI can offer comprehensive insights into how external factors might influence test outcomes, a task that would be a bit too complex for humans alone.
6. Recommendations
AI: 50%
Humans: 50%
While AI can provide clear recommendations based on data analysis, human judgment is essential in interpreting these suggestions. This balanced approach recognizes the strengths of both AI and human judgment, ensuring decisions are both data-driven and contextually informed.
7. Communicating Results
AI: 70%?
Humans: 30%
AI can significantly streamline the communication of test results by generating concise summaries and reports. Yet, the human role in evangelizing findings is hard to ignore since it is fostering a more dynamic culture than written reports.
8. Implementation
AI: 0%?
Humans: 100%
The final step of implementing changes relies entirely on human action. The specific requirements of an organization's technology stack and operational workflows necessitate human expertise, underscoring the collaborative nature of the AI-enhanced CRO process.
Looking Ahead
As AI continues to evolve, its integration into the CRO process will undoubtedly become more sophisticated. The potential for AI to automate, enhance, and revolutionize various steps of the process is clear, but the need for human oversight, creativity, and strategic thinking remains fundamental. The future of CRO lies in the harmonious blend of AI capabilities and human expertise, a synergy that at the moment holds interesting promises to elevate the effectiveness and efficiency of optimization efforts.