Recently, the CX Trends 2024 study, from Zendesk, pointed out that 70% of Customer Experience leaders have reimagined their customers' journey through Generative AI tools. On the other hand,a survey by Morning Consult indicates that, in Brazil, 41% of companies use Artificial Intelligence, with 30% taking advantage of their benefits specifically in the marketing and sales sectors.
According to Igor Castroviejo, commercial director of 1datapipe, consumer insights platform based on Artificial Intelligence, technology has been recognized for its ability to generate differentiated data that ends up being very valuable for companies' strategies. "Nowadays, potential consumers leave various digital traces that can provide great insights into their tastes and, thus, enable a more targeted and personalized approach
To exemplify, the professional points out that there are already solutions in the market for Artificial Intelligence that, integrated with telecommunications data from mobile devices, they provide companies with very interesting insights that indicate the lifestyle and even the behavior of consumers. "With this information, the decision-makers of a major e-commerce player, for example, they can see the user's purchasing pattern, your favorite place, average spending and even which sectors interest them the most. Thus, it is possible to think of offers that are more related to that person's reality, achieving more success in the end, explain
This goes against what a recent McKinsey survey pointed out, which shows that companies that use strategic information about their customers outperform their competitors by 85% in sales growth and an additional 25% in gross margin. "This phenomenon occurs because", with this data, organizations can understand their consumer in great depth, anticipating needs, improving communication and increasing your satisfaction, since another study by the same entity indicates that 71% of users expect personalized interactions with their favorite brands, adds Igor
In this way, in addition to a remarkable customer journey within the platforms, Artificial Intelligence improves marketing initiatives, making them more effective.A Gartner survey shows that the use of AI by industry professionals will rise from 10% to 40% by 2026. "Technology can evaluate a gigantic set of data". With that, companies can adapt their online experience based on trends in app usage by their users, as well as better directing your communications and campaigns already considering the exact profile of the customer, avoiding the sending of notifications considered unwanted
