Prediction and proactivity

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Another key advantage of AI is its dynamic adaptability. AI systems are constantly learning and adapting to new data and changing circumstances. This means that marketing campaigns are not static, but can dynamically adapt to continuously improve their effectiveness. This is where live monitoring comes into play, along with the direct and automated derivation of specific action and content recommendations. Be it paid digital advertising, A/B testing, chatbots or similar.

AI also enables businesses to predict the future behavior and needs of their customers. By analyzing historical data and current trends, accurate predictions can be made about future purchasing decisions and customer behavior. This forecasting capability allows businesses to act proactively rather than simply react to customer requests. Problems can be resolved before they arise and opportunities can be seized before they become apparent. This proactive approach not only improves customer satisfaction but also strengthens customer loyalty and retention.

AI in marketing: taking stock
A survey by the Brand Science Institute among marketing managers in viber data Germany on the topic of "AI in marketing" shows a clear discrepancy between the perceived potential and the actual use of artificial intelligence in marketing. Although 89 percent of respondents see a high demand for the use of AI, only around 12 percent have gained concrete experience with this technology to date. Only 4.7 percent use AI tools intensively in their work, while an overwhelming 83 percent say they have no experience with AI at all.

This reluctance is also reflected in the preferred areas of application. In marketing, AI is primarily used for content creation, data evaluation and trend analyses. AI-based tools are also used in customer service, particularly in the form of chatbots and personalised customer contact. However, most strategic marketing and sales processes as well as the optimisation of marketing processes remain in human hands – presumably because a clear strategy and concrete procedural model for the active use of AI in work processes or at touchpoints in the customer journey are often missing.

In summary, the survey shows that AI offers great untapped potential in marketing, but its realization is being held back by uncertainty and lack of experience. This underlines the need for improved training and strategic planning regarding AI technologies to effectively utilize their full potential in marketing.

Perspectives
The strategic use of AI throughout the customer journey offers companies the opportunity to increase their efficiency and effectiveness in customer service, make internal processes significantly more efficient, and generate optimized results. AI technologies enable a new level of personalization and customer interaction that far exceeds conventional methods and ultimately leads to increased customer loyalty and value. In an increasingly digitalized world, the use of AI throughout the customer journey is not a luxury, but a necessity – companies that effectively adapt and integrate these technologies will not only achieve success in the short term, but will also be able to secure and expand their market position and customer base in the long term.