Dream Machines – How AI Can Help Build Your Brand

In 2004, the film i-Robot featured a world where everyday tasks were performed by artificial life-forms – one of which, Sonny, struggled to overthrow his programming in order to rise above his station as just a cog in a machine.

At the time of its release, the technology featured in i-Robot was considered, at best, far-fetched but, in 2019, artificial intelligence (or AI) is used for a number of vital projects including data monitoring, transport and medical research.  In addition to these incredibly important sectors, businesses are also harnessing the power of AI in order to launch – and improve their branding and human resources.

The human factor

By its very nature, human resources has always been demanding in terms of time and money – sourcing and recruiting of candidates can be tedious, time consuming and a financial drain – until now.  Forward thinking HR departments are now using AI to transform the recruitment process. In 2018, DBS Bank introduced a virtual recruitment bot which uses AI in order to streamline its candidate screening process.  The results were as self-evident as they were instant – the bank confirmed that, using the bot decreased the candidate screening time from 32 minutes to just eight minutes per candidate as well as improving on the completion rate of job applications.  The experiment was so successful for DBS that they’re now looking to train a chatbot to assess new candidates and even answer any questions that the candidates may have; freeing up valuable employee time.

Service with a s-Mile

In a world where customers expect an ever faster and more efficient service, keeping up can be a constant challenge for customer service staff.  With customers now being able to instantly leave reviews for services, those falling short soon find themselves dropping behind the competition. For this reason, many brands are using the power of AI to personalise the customer experience in order to improve customer satisfaction.  The places this is being used to great effect are retail stores who are now using AI for purchase assistance, virtual shopping experiences and product recommendations. Although to some, this may make the customer service experience less personal, in a busy world, speed of service is considered to be of higher value than being able to chat with an actual human employee.

Brand marketing

With most of today’s advertising and marketing taking place online, it’s a natural progression to use AI to streamline and speed up the process.  Companies such as Coca Cola and Quartz have already started to hand over their advertising to AI and, not only has this method been considered effective, it’s also shown to have increased sales.  As well as saving time – and saving money on employees, the extra benefit of handing over your advertising to AI is that it’s a great way of ensuring that your brand’s messaging is consistent, no matter what platform you’re using.  When it comes to brand marketing, consistency is everything – having a recognised and trusted brand inspires customer loyalty and, with it, customers who are more likely to recommend your business to others. Advertisers are also using AI to generate entire campaigns based on real-life, intuitive facts, figures and topics.

Getting to know you

Whatever kind of business you’re in, it’s vital that you know who your customer is – and what they want.  These days most businesses know that data is important and they know how to get it – unfortunately, many don’t actually know what to do with it once they do have it. Luckily, AI does !  AI technology has the ability to take a huge amount of data and analyse it in order to understand a customer’s historical data – and therefore predict future behaviour. In an incredibly short amount of time, AI can crunch your customer data into easy to understand reports to show market trends and behaviour patterns in order to ‘draw a picture’ of your customer base.

Some software development companies are alredy aware of the importance of AI for HR companies and have been successfully creating machine learning soulotions like:

Image processing

Video analysis

Natural Language Processing (NLP)

Numerical data processing

Text and voice recognition

To Conclude

For companies struggling with achieving a strong brand, intelligence is not enough, it’s time for AI !  

By harnessing this important technology, businesses can ensure that their branding is consistent, relevant and instantly recognised across a wide range of media, print and social platforms.

Although it can be daunting for a business beginning with this relatively new technology, experts can help to choose the best solution to make sure that you’re getting the best out of AI.  From a simple startup campaign to a complete tech overhaul, making sure that you’re up to date will keep you one step ahead of the competition.