Artificial intelligence is the hottest thing in Account Based Marketing right now, getting you as near the customer as possible without actually popping out of his phone.
Macy’s is testing a mobile tool using artificial intelligence that lets shoppers get answers customized to the store they’re in — like where a particular brand is located or what’s in stock — that they would normally ask a sales associate face-to-face.
The tool, which the nation’s largest department store chain calls a “mobile companion,” can be accessed for now through a browser and will accept questions in 10 U.S. locations about products, services and facilities. It uses natural language and offers feedback in seconds.
It’s developed by IBM Watson — the Jeopardy-winning “cognitive computing” service and is designed to keep learning more about the store’s customers.
These cutting-edge tools learn the customer’s behaviors to help you anticipate the customer’s needs as they pop up. And they’re greater than mobile programs helping customers find dress pants. Artificial intelligence is now supporting entire marketing automation suites which note when the customer is ready to buy and suggests messages to marketers when they’d have the greatest impact.