Artificial Intelligence (AI) is no longer a distant promise; it is a present reality that is transforming areas such as marketing, from the way brands connect with consumers to offer personalization. However, for AI to reach its full potential, an essential element must always be present: 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. Netflix, for example, personalizes movie and series recommendations based on each user's viewing habits, which, according to the company, generates over 1 billion dollars per year in customer retention.
Data-driven personalization
Netflix's success illustrates well how personalization is one of the great promises of AI. The platform recommends content based on a vast dataset, such as viewing history, genre preferences, and geographic location. Without this detailed information, your algorithms would not be able to keep users engaged.
Another example is Sephora, which uses AI to create personalized experiences on a large scale. Through itsSephora Virtual ArtistThe brand recommends products based on customers' facial features and preferences. This is only possible thanks to continuous data collection, which allows adjusting the supply according to the individual needs and preferences of consumers, creating an immersive experience and increasing conversion rates.
AI and data-driven intelligent automation
Beyond 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, which 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, providing a personalized experience effortlessly for the customer.
Dados: A chave para criatividade e eficiência
AI not only impacts marketing campaigns but also is transforming content creation. JP Morgan Chase, for example, implemented AI to generate advertising texts based on previous engagement data. The result was an impressive 450% increase in click-through rates compared to manually created texts. This creative efficiency is fueled by data that identifies which content is more 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 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 increasing sales, customer retention, or operational efficiency. Without a solid data strategy, AI becomes like an engine without fuel—full of potential but unable to make an 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.
