Artificial intelligence and its relationship with digital marketing

In recent years, artificial intelligence (AI) is also making great strides in our country, becoming more and more of a bridge between users, who use services and/ or products developed by means of new technologies, and companies. In this article, we will analyze the artificial intelligence applied to companies and the evolution of the relationship with digital marketing.

All areas of a company can benefit from artificial intelligence, and therefore medium-large companies try, according to their possibilities, to use this tool in a strategic way. For example, a virtual assistant can efficiently manage some of the simplest day-to-day tasks, allowing operators to spend more time and resources developing complex projects.

In addition, artificial intelligence now allows the processing and study of large amounts of structured data and not directly from users to exploit them in strategic planning. Today, in fact, it is possible to use the amount of data collected in the digital field for the development of your business.

The basic approach of planning a web marketing strategy can only be analytical: the winning solutions are those taken after having carefully analyzed the data. It is thanks to these technologies that decisions can be made in an automated way by exploiting the information collected by users and those on current economic trends.

What are the benefits for customers?

In the B2C landscape, technological evolution has increasingly pushed the shift of the relationship from physical to digital: contacts are increasingly direct, and relationships and experiences are increasingly personalized. This paradigm shift has meant that companies are increasingly facing intelligent customer care management, able to consider both the needs of users and those of the company, which has difficulty in managing all the daily requests for assistance simultaneously.

The main advantage for customers is direct and immediate contact with the company or public body. In recent years, especially following the Covid pandemic, they have revised their way of communicating by opting more and more for messages and chats.

The advancement of these tools is given by the rapid and progressive evolution of artificial intelligence technologies. Virtual Assistants, in fact, use the technologies of Natural Language Processing & Understanding to process increasingly complex requests from users. Machine Learning and Deep Learning techniques enrich the User Experience (UX) with a continuous learning process that allows these systems to adapt to the specific needs of the interlocutor, such as the mood, tastes, or preferences.

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