From marketing plan to augmented marketing ?

From marketing plan to augmented marketing ?

according to our 2019 Barometer of Personalised Marketing

To what extent have marketers adopted the latest digital trends? Are Artificial intelligence (AI) and predictive marketing just buzzwords or actual realities?

Is AI an actual project?

AI consists in implementing a certain number of techniques in order to help machines imitate a type of real intelligence.

Although AI offers numerous personalised marketing opportunities, the majority of companies do not have any projects implementing AI (67% of respondents). For those using AI, they do so mainly as experimentation, while only 6% of them have integrated it in an industrial way into large-scale projects.

Today, AI is barely used by organisations because it’s mainly known for its impact on prediction (54% of companies surveyed) and client behaviour analysis as well as hyper-personalisation of the client relationship (50% of companies surveyed) that it provides.

Organisations see the future of AI very clearly for predicting their clients’ behaviour and less for analysing the management of large data volumes.

...Removing obstacles in order to make it a reality

Today, numerous factors stop organisations from using AI. The biggest obstacle is the lack of competence, followed by the implementation of an adapted organisation and incurred costs.

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