In today’s rapidly changing business landscape, artificial intelligence (AI) automation is no longer an option, but a necessary “must-have” for companies to stay competitive in the digital age, said Elvis Yan (pictured), chief marketing officer, UA Finance at MARKETING-INTERACTIVE’s inaugural Digital Marketing Asia Hong Kong conference. AI automation plays a crucial role in boosting usage and improving efficiency in marketing campaigns. “By leveraging AI, brands can deliver the right message at the right time through channels such as EDM and SMS,” said Yan, “AI-powered chatbots can also effectively handle sudden surges in traffic and provide instant support, reducing costs and meeting customer preferences.” That’s why UA Finance has implemented a three-layered model where AI plays a central role. The storage layer enables real-time collection of customer data, including transactional and behavioral information from various channels. “Then we feed the data to the customer data platform, which utilises AI to segment customers based on their preferences and interests,” Yan said. Moreover, the model incorporates AI-driven marketing automation to effectively communicate with customers through their preferred channels. To improve customer journey and streamline UA Finance’s operation efficiency, UA Finance has unveiled an AI chatbot on its app and website to provide […]
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