7 Tips For Leveraging Ai To Improve User Experience

The use of artificial intelligence in marketing and advertising has been constantly on the rise due to the technology’s versatility in connecting brands with customers. AI has already found its way into several areas of the industry, most notably in the form of AI-based chatbots designed to enhance and optimize customer service.

7 tips for Ai and User Experience

However, AI can go so much deeper in improving the overall user experience that a customer may have. AI has the potential to do a lot more in terms of data processing to garner insights for a business. Focusing on the metrics that are specific to a business is just the surface layer. User interaction data can also provide a significant store of data that the company can use to improve customer experience. An element like a product recommendation service based on what the user has searched for and viewed previously is an excellent way to leverage AI to improve consumer interaction with the brand.

These leaders from Ad Age Collective understand the immense potential that AI can provide to the industry as a whole. We asked them to help us understand how a brand can best include AI in designing and upgrading its user experience. Here’s what they had to say.

1. Create a system of checks and balances.
There are plenty of applications of AI across all areas of advertising and marketing. Whether you’re building your own AI or using a technology provider, it’s important to ensure that there are checks and balances and a discernible ROI created. That requires checking that the algorithms are working optimally, mitigating biases and surfacing the most impactful recommendations on an ongoing basis. – Ricky Ray Butler, Branded Entertainment Network

2. Identify your visual brand equity.
As AI-driven user experience becomes the norm, a brand’s differentiated visual equity will be critical to stand out in multibrand platforms. Brands must identify visual elements that are relevant and ownable. For instance, Target owns the bull’s-eye. What else can they own? – Arjun Sen, ZenMango

3. Focus on audio.
Most of the brands have largely been neglecting their audio dimension. Developers and marketers focus mainly on visual and haptics to a lesser extent, while the sound is the sense dimension that connects emotionally. – Marcello Magalhaes, Speakeasy – Knowledge Brokers

4. Use AI to enhance personalization.
AI can be used to enhance the personalization of your offering. Use it to alter product options, add-ons and benefits in real time while a consumer is online searching for your brand in order to directly benefit their lifestyle. – Jessica Hawthorne-Castro, Hawthorne Advertising

5. Use AI to manage out-of-stocks.
Some progressive retailers like Wakefern and Kroeger are using AI-powered image recognition to identify out-of-stock issues and to efficiently restock the shelves. Some brand owners like AB InBev, especially those with direct store delivery (DSD), are also doing the same. Collaborate with your retail channel partners to capture and act on this data. – Dan Beltramo, Onclusive (formerly AirPR)

6. Keep a close eye on it.
While AI is powerful and can help carry out activities easily and fast, it’s not 100 percent reliable. Remember Microsoft’s “Tay” Twitter bot that went from having engaging interactions to using slurs? Use AI in creating content and better experiences, but keep a close eye on it. AI is literal and does not take context into account, nor can it make moral judgments. You need to constantly monitor it. – Syed Balkhi, WPBeginner

7. Be cognizant of inherent bias.
AI is incredibly efficient and underpins many popular systems we use today. One only has to investigate the world of streaming services, with content recommendations powered by AI, to see its impact. However, brands need to remember to not be blinded by AI’s abilities and to be cognizant of inherent biases that exist within AI systems. AI is only as good as its creator — and that creator is human. – Patrick Ward, Rootstrap

8 Tips For Leaders Looking To Future-proof Their Experiential Marketing Techniques

Experiential marketing has changed how companies interact with their customers. Instead of just directly selling, companies are instead directly interacting with their customers, creating memorable immersive experiences their audiences will love. This inclusion makes it more likely that customers will view the company in a more positive light than if their relationship with the company had simply been transactional in nature.

AdAge 8 Tips Experiential

Even so, it’s necessary for experiential marketing to evolve. For marketers that are interested in future-proofing their strategies, they need to take into account the impact of current events. With the latest crisis changing consumer habits and behaviors, experiential marketing will require a bit of an adjustment to succeed now and in the future.

These professionals from Ad Age Collective are skilled in the development of innovative experiential marketing tactics. Here, they weigh in on how modern businesses can adapt their experiential marketing campaigns to cope with a post-crisis world.

1. Blend the digital and physical worlds.
Marketing to large physical crowds or encouraging them to gather is on pause. Use digital strategies to create crowd-based energy asynchronously and/or with geographic diversity. Insert your brand into watch parties, esports, food/supply delivery, online education, etc. Connect to new heroes — frontline workers and first responders. Address new issues and behaviors like loneliness and family walks. – Dan Beltramo, Onclusive (formerly AirPR)

2. Consider safety as part of your experience.
Safety has always been important to customers, but safety now has a new public health dimension beyond physical security measures implemented before. As you craft new in-person experiences, you will have to support and illustrate — before and during events — how you satisfy attendee safety while making the experience both frictionless and fun. – Reid Carr, Red Door Interactive

3. Get inspired and extend the reach of your content.
Get inspired! The beauty of translating the best of physical experiences into digital ones is that it can extend the reach of potent content. Obama’s favorite DJ, DJ Mel (and his dog), is now spinning records for thousands from his house via Facebook Live. And, not-for-profit USAFacts is connecting Americans with hard-to-get virus-spread data, facts and maps across connected screens. – Lana McGilvray, Purpose Worldwide

4. Identify what will define your experience.
Experience will always separate utility brands from brands we connect with. But this extended staying at home may impact the relative importance of experiential attributes. People may be more OK to wait a little longer, but will always need to be assured of environmental safety. Identifying what attributes will define your experience will be key to experiential marketing. – Arjun Sen, ZenMango

5. Look to augmented and virtual reality.
Experiential marketing may mean less in-person or large group events, but emerging technologies on the augmented reality and virtual reality side may see a rise as people are looking inward and at new ways of engaging with personalized content. – Jessica Hawthorne-Castro, Hawthorne Advertising

6. Diversify across digital and nondigital channels.
If this crisis proves one thing, it’s that industries that rely on one or two methods to market themselves are at great risk from changes in the world. Diversification is key across digital and nondigital marketing channels in order to protect their organizations from suffering. The litmus test is simple — look at your channels and evaluate if your business could survive if one disappeared. – Patrick Ward, Rootstrap

7. Determine what is situationally appropriate.
Marketing leaders need to understand quickly what is situationally appropriate for the moment and not be tone-deaf. You need to be anchored with an authentic voice and a mission to drive purpose, otherwise your efforts can come across as shallow. At the same time, you have to quickly get a sense of how the situation could evolve, so that you can navigate through the crisis in the appropriate manner. – Rich Honiball, Navy Exchange Service Command

8. Make sure every brand experience has a virtual version.
Companies need to make sure every brand experience they create can be translatable to a remote or virtual version (if not being formerly virtual). However, not just marketing leaders should pay attention to that transformation. Those who have kids at home right now are witnessing how schools, banks, clinics and a myriad of public services are having to learn and transform while in flight. – Marcello Magalhaes, Speakeasy – Knowledge Brokers