How AI is evolving as a communication tool for brands

Artificial Intelligence is changing the customer servicing scene and helping brands to establish better communication through cost-effective technology, say experts

by Shreshtha Verma
Published - Oct 16, 2019 8:40 AM Updated: Oct 16, 2019 8:40 AM
Artificial Intelligence

Artificial Intelligence is changing the customer servicing scene and helping brands to establish better communication through cost-effective technology.

Reliance Jio is the latest entrant in this arena with its AI-powered Video Call Assistant service that will allow businesses to automate their customer support and other communications. The other brands already in this picture are Levi's, Starbucks, Netflix, Skype and Nike who have been using AI to enhance their customer base.

AI is changing the customer servicing scene and helping brands to establish better communication through cost-effective technology, say experts.

“AI is, without doubt, the big driver in this decade - be it product conception, improving customer experiences or automating processes," says Dimple Gupta, Director, Strategic Brand Consultant.

On the launch of Reliance Jio’s Video Call Assistant, Gupta said, Reliance has the advantage of understanding Indian businesses, their needs and customer expectations. With big brands using technologies like AI, it's high time for local brands and retailers to also upgrade or else they'll be left behind, Gupta added. 

Pranshu Dutt, Business Unit Head, Mindware, feels AI is a great tool for cost-cutting and bringing in efficiencies.

Talking about the future of AI in India, Dutt said the biggest advantage of the technology is that it frees up humans so that they can focus on more creative and empathetic fields. 

Talking to exchange4media, Ashavaree Das, Chair and Professor at Applied Media Division, Higher Colleges of Technology, Dubai, shared insights on AI helping brands to increase their consumer base.

According to Das, many consumer requests are so simple that they can be handled by AI technologies without human input. Some of the areas AI can be used is augmented messaging, email inquiries, and customer phone calls. Thereby, brands are making the most of AI to attract more customers.

As AI can be a real-time conversation-analysis tool based on behavioural science and deep learning, it helps brands to establish better communication with their consumers, she added.

Artificial Intelligence has already changed the market scenario, says Jagdeep Kapoor, MD, Samsika Marketing Consultants.

While discussing how AI strengthens communication between the consumer and companies, Kapoor said the technology helps brands with a quicker response, cost-effectiveness, better upscale image and allows businesses to concentrate on other aspects of the business.

Talking about the consumer response on AI, Kapoor said, the new generation has adopted it willingly, leading to huge prospects for its growth. Consumers have a very positive response towards AI and it has a very bright future as a tool for marketing communication.

“When computers and mobile phones came, it was said that local brands won't adopt this technology but they did. Similarly, AI will be adopted too,” Kapoor added.

Let’s take a look at some instances of brands using AI to woo customers.

Netflix

Netflix uses AI to provide personalised recommendations to its users based on what they like to watch. With the help of AI, Netflix reviews each frame of a video and compresses it only to the degree necessary without degrading the image quality. More than 80 per cent of the TV shows people watch on Netflix are discovered through the platform's recommendation system.

Starbucks 

Starbucks allows its users to place and pay for their orders through Alexa. They also have an app called "My Starbucks Barista" - a voice assistant built into a mobile app which can take and modify orders and confirm pickup locations. As per reports, 72 per cent business of the company execs uses digital assistants. 

Skype

Skype uses AI for photo effects such as face stickers, filters and captions. The platform also uses machine learning for voice recognition and real-time translation.

Nike

Nike uses the "Nike on Demand" AI assistant service to encourage exercise or behaviour adherence by sending motivational messages to users.

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