Artificial Intelligence (AI) is no longer a distant promise; it is a present reality that is transforming areas such as marketing, this ranges from the way brands connect with consumers to the personalization of offers. However, for AI to reach its maximum potential, an essential element must always be present: the data. Without quality data, AI loses the ability to deliver effective results and personalize the customer journey
Companies like Netflix, Sephora and Starbucks are examples of success in the application of AI, but this efficiency is only possible because they use large volumes of data to feed their systems. A Netflix, for example, personalizes movie and series recommendations based on each user's viewing habits, what, according to the company, generates over 1 billion dollars a year in customer retention
Data-driven personalization
The success of Netflix illustrates well how personalization is one of the great promises of AI. The platform recommends content based on a vast set of data, as viewing history, gender preferences and geographic location. Without this detailed information, your algorithms would not be able to keep users engaged
Another example is Sephora, that uses AI to create personalized experiences at scale. Through itsSephora Virtual Artist, the brand recommends products based on customers' facial features and preferences. This is only possible thanks to the continuous collection of data, that allows adjusting the supply according to the individual needs and tastes of consumers, creating an immersive experience and increasing conversion rates
AI and data-driven intelligent automation
In addition to personalization, AI is revolutionizing marketing automation. However, this automation only works efficiently when there is consistent and real-time updated data. Starbucks is a great example of this with its platformDeep Brew, that combines purchase behavior data with the Internet of Things (IoT) to predict what customers may want. This allows the company to optimize inventory management and improve its operations, offering a personalized experience effortlessly for the customer
Data: The key to creativity and efficiency
AI not only impacts marketing campaigns, but it is also transforming content creation. JP Morgan Chase, for example, implemented AI to generate advertising texts based on previous engagement data. The result was an impressive increase of 450% in click-through rates compared to manually created texts. This creative efficiency is fueled by data that identifies which content is most likely to engage the audience
The future of marketing is the integration of AI and Data
What is clear is that AI can only deliver significant results if supported by a robust data foundation. For companies that are still hesitant to adopt these technologies, the message is clear: the future has already arrived. The combination of AI and data is the right path to success, whether in the increase of sales, customer retention or operational efficiency. Without a solid data strategy, AI becomes like an engine without fuel — full of potential, but unable to generate impact
If your company is not yet using AI effectively, now is the time to invest in a well-structured data strategy. The marketing of the future is already here, and success is in the hands of those who know how to unite these two powerful allies
