Artificial Intelligence vs. individual communication: counterparties or supplements?

Some exciting innovations in the field of AI (artificial intelligence) are expected this year. Will the individual communication with customers and colleagues fall by the wayside or will they even profit significantly from it in the end?

Artificial Intelligence Trends 2018

This year’s developments focus on deep neural networks (DNS), which imitate the learning behaviour of the human brain. Thus they form an independent process for evaluating data not only in large quantities, but also for formulating solutions adapted to situations and influences. Simply put, the system learns.

So far, AI has been very appealing for many users, but not very comprehensible. Entrepreneurs however are increasingly preparing for the market launch of mature AI modules in order to optimally design and adapt production and marketing-related processes in the future. Mostly, expectations are to obtain more information from collected data, e.g. on customer behaviour, marketing strategies, logistical tasks and internal company structures.

  • So-called capsule networks are a subcategory of DNS and mainly process visual information. New in these systems is the recognition of hierarchies, whereby the developers hope for a more exact classification of the analyzed data.
  • Software equipped with Deep Reinforcement Learning (DLR) learns by observation, interaction with the environment and reward. This offers decision levels, i.e. strategists, some profitable support in the future.
  • General Adversarial Networks (GAN), on the other hand, compete against each other in a digital scenario, creating falsified data and then differentiating between them. In this way, the programs learn independently and are able to better protect against cyber attacks in the future.

Despite the numerous and very promising prospects, AI still has some problems to overcome. One of these is the lack of availability of suitable data necessary for deep learning. At this point it is necessary to communicate with the target group or the information carriers. There is important input, e.g. from SMS surveys, email newsletters, etc. On the one hand this can be controlled via gateway with HTTP APIs. On the other hand the results can be transferred to the own AI sortware via data export and further processed there.

Communication = data acquisition?

Each entry into a search engine, newsletter registration, linking, registration, time stamp etc. provides valuable data. However, this alone does not “feed” the artificially learning networks enough to gain specific analyses, for example about buying behaviour, personal preferences, interests or needs.

Amazon, for example, evaluates customer ratings using artificial intelligence in order to suggest suitable products and to implement dynamic pricing. This means that the Group is dependent on authentic feedback from customers in order to supply the AI software with suitable data.

In contrast to robots or complex systems that perform tasks according to fixed specifications, such AI concepts are subject to the constant influence of new factors. As a result, they must function beyond the scope of dehumanized interactions and not – as is often accused – disrupt communication, but enrich it.

Benefits for companies

  • more influence on the customer journey

    How does the customer’s purchase decision develop, when does he interrupt the process or change his mind? And above all – why? These questions occupy entire marketing and sales departments in search of shop optimizations or even better placed call-to-action. AI can help to clarify such questions.

  • seamless Customer Experience

    Many 1Click web pages, free service apps and call centers convey a lack of competence or understanding to the customer. However, with the help of the AI, companies can create a fluent customer experience that can respond to the individual needs of their customers in a fully automated manner. Simple handling and seamless communication increase the service experience enormously.

  • Focus customer loyalty sustainably

    Consumers are becoming more and more experienced, researching conscientiously, browsing offers, reading reviews and exchanging information in social networks – accordingly, consumer analyses must learn dynamically and in detail from these behavioural patterns in order to better understand customers and, ideally, to retain them in the long term.

  • Optimize employee communication and organization

    In particular, rescue forces, field staff and field teams can be ideally organised using AI software. GPS Insight, for example, supports municipalities in such tasks. Location evaluations in connection with traffic situations (especially those that are yet to be expected), individual driving behaviour etc. can ultimately be decisive for valuable minutes.

  • Optimize production processes

    Recently, automobile manufacturers have been relying on complex systems that work with AI. However, other production processes can also be controlled even better using the appropriate software. Warehouse logistics, printing systems, ventilation systems and much more can be optimized in this way, saving running costs and producing more effectively than ever before.

  • Modernize data security

    Blockchain is currently the keyword for corporations and their cooperation when it comes to data security. For example, IBM, Nestlé, Walmart and Costco are joining forces using Blockchain technology to improve the security of the global food supply chain. Similarly, the Bitcoin system is based on blockchain protocols and has not been compromised in its 9-year history.

How do artificial intelligence and communication ideally influence each other?

Essential information can be obtained from any form of communication, be it by email, SMS, surveys, search queries, account registrations, newsletter registrations, etc. It is important to process and analyze these information in a meaningful way. Thanks to Deep Learning, Artificial Intelligence can collect detailed data and show very characteristic solution approaches for further evaluation. Entrepreneurs only need to know how to use them strategically.

Ideally at this point, the information obtained from the customer should be used to provide the customer with useful information, e.g. on product selection, new publications, taste, size, price segmentation and much, much more.

Internally, on the other hand, employee communication can be significantly improved and capacities can be used according to the needs of the situation. Thanks to AI, the entire workflow becomes even more fluid.

Best regards

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