Personalizing customer experience through AI is a fascinating and increasingly relevant topic in the business world.
I remember an experience I had a few years ago leading a team when we were evaluating the use of Bluetooth 4.0 LE (low energy) technology through beacons to set up a proximity marketing solution. This was at a time when predictive models were not as popular and sophisticated. The core of the strategy then focused on collecting large volumes of data and the possibility of directing a consumer’s journey of purchasing products or services based on their personal preferences, geographic location, and other variables.
Today, revisiting that same approach from years ago with the available AI capabilities opens up a huge horizon of possibilities.
In e-commerce, for example, AI allows for the creation of product recommendations that seem tailor-made for each user. This is not only convenient for customers, but also significantly boosts sales.
In the banking and healthcare sectors, the application of AI has also shown impressive results. Banks are using AI-based chatbots to provide faster and more personalized service, while in the healthcare industry, AI contributes to treatment plans that are better tailored to patients’ individual needs. These innovations demonstrate how technology can be applied to improve efficiency and user experience.
To get started, small initiatives like personalized emails or website recommendations can be a great starting point. These initial efforts, when properly implemented, can already bring remarkable results. Involving professionals specialized in AI is essential in this process. They help analyze data effectively and make sure that personalization strategies are well-targeted and ethical.
AI experts play a crucial role in interpreting data and creating systems that dynamically adapt to changes in consumer preferences. In addition, collaborating with these professionals ensures that the privacy of customer data is respected and that all practices comply with legal regulations.
Personalizing the customer experience, whether in the B2B or B2C model, using AI brings tangible benefits for the business. Not only does it improve customer satisfaction and loyalty, but it also increases operational efficiency and stimulates sales. Working with AI experts is a key aspect for the development of effective personalization strategies, thereby offering a solid competitive advantage in the market. It is also a fantastic way to start the AI journey in companies across different market segments.
Homero Tavares
Director of Software Engineering and Artificial Intelligence at T.O. Brasil
