How AI, Robotics help brands engage consumers

By Kingsley Odii

Over the years, the Nigerian marketing ecosystem has continued to evolve as professionals navigate and rethink their modes and strategies for meeting consumers at their touch points as they journey through the internet.

Meanwhile, Artificial intelligence (AI) and robotic technologies have been causing unprecedented disruptions; setting the pace and prompting fresh ideation in the global economy.

Artificial intelligence, (AI), and Machine Learning (ML) are often discussed conterminously; AI refers to the capacitation of digital computers or computer-controlled robot to perform tasks that requires human intelligence. The term is regularly connected to the projects of creating frameworks invested with the mental structure characteristic of human beings, such as the capacity to reason, discover meaning, generalize, or learn from past experience. In this instance, we hear of CHATGPT and humanoid robots while ML is a corollary of AI and computer science that focuses on the use of data and algorithms in building systems that learn or improve performance based on the data they consume. The phenomena Artificial intelligence and Robotics are specifically a constellation of diverse technologies and algorithms that functions and operates with humanoid intelligence.

Given their untold capacities for boosting business efficiency and revenue optimisation, it is most likely that AI is likely to be with us for a while. However, these technological novelties have both challenges and prospects for marketers.

In an exclusive interview with Oti Ukubeyinje, a tech expert, “he urged marketers to leverage Aritificial Intelligence and robotics for extra ad targeting ad and scalability. He said, before now, advertisers had predefined customer profiles and audience segments, and would instruct ad platforms based on that. Sometimes, it’ll take days and weeks plus hundreds or thousands of dollar lost before realising the targeting isn’t perfect. With Artificial Intelligence, ad platforms can learn and improve the targeting on the go based on audiences that are responding more favourably, saving the advertiser time and money.”

He further added that “marketers should maximise the potentials of Artificial Intelligence for speed and efficiency. We’re in a world of trends and reactions he asserted, to meet up, marketers must respond to relevant moments quickly. To put together creative copy within short minutes that’s backed by insight requires time and research. With Artificial Intelligence, this process can be cut down to minutes using AI content and creative platforms. This innovation extends to copy, image, video, etc. saving advertisers time and money, while staying relevant with their target audience.”

Our respondent also posited that “the automation is one of the greatest features of Artificial Intelligence that marketers should bank on. He said, failure to respond to customer enquiries within the first three minutes can lead to loss of sales opportunity, this happens when humans are fully in charge of customer engagement. With AI, Machine Learning and NLP, it’s easy to identify customer needs and respond in seconds to common or simple enquiries, saving the business the cost of human resources and reducing business and revenue loss.”

Aizehi Itua, another tech professional, also corroborated the ongoing discuss on the invaluable place of Artificial Intelligence in marketing.

He said, “One way to enhance creativity and engender productivity in business nomenclatures is to embrace generative artificial intelligence. The introduction of ChatGPT and other generative artificial intelligence tools changed the game for the creative industry globally, and Africa is not left out. This is because marketing is communication; communication of your understanding of human behaviour (why, how, when, where, what, and who). It is based on this understanding that marketers then persuade them to take the desired actions.”

Itua said further that “another way to improve creativity is to infuse Artificial Intelligence into experience designing to improve consumer experience. Empathy mapping is a great tool for experience design, as it rides on the human senses to mould perception and create a great consumer experience. However, the use of Artificial Intelligence in experience design has the potential of improving the user experience by delivering individualized, interactive, and immersive experiences to consumers. Machine learning algorithms may assist marketing companies in developing hyper-personalized marketing campaigns that are catered to the interests, preferences, and behaviours of specific customers by analyzing customer data. This might make users’ interactions with marketing more interesting and relevant. A vivid example will be algorithmic perfumery, which utilizes first-party data to create customized scents for consumers in minutes.

“As we embark on the race towards digital transition and innovation, marketers that embrace artificial intelligence stand a better chance at staying ahead of the curve and offering cutting-edge experiences.”





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