AI Strategy for Sales and Marketing

Connecting Marketing, Sales and Customer Experience

Katie King

• Éditeur: Kogan Page
• Année: 2022
• ISBN:
  9781398602014
• Édition: 1
• Sujet: Business
• Sous-sujet: Marketing

Marketing and sales prioritize AI and machine learning more than any other business department, yet often struggle with how to scale and strategize the opportunities they present. AI Strategy for Sales and Marketing presents a framework for understanding how AI can boost customer-centricity and sales by creating a connected strategy that delivers value today and into the future. Supported by practical tips and advice throughout, it covers topics including personalization, upskilling, customer experience for both on and offline shopping channels and the importance of using AI responsibly to create consumer trust.Featuring original research and interviews with leading practitioners, it also contains global case studies from organizations in a range of sectors, including Samsung, PwC, Rolls Royce, Deloitte and Hilton, with insights into the various stages of their adoption journeys. Written by a recognized industry expert, it is an invaluable resource for those wanting to benefit from using AI strategically in marketing, sales and CX.

Index

Note: page numbers in italic indicate figures or tables

5G 146, 157–58

Vietnam’s telecoms providers 158–59

5-in-1 Lash Genius 82

above the line marketing 58

Academic integrity 185

access to tech 242

accountability 239–40

Acoustic 42–43

acquisition costs 38, 69

Acrolinx 43

action 62

ad spend 89

Ada/Ada Goes To School platform 187, 192

adaptive learning 189, 190

systems 185

Adobe 78

adoption 6, 32, 127, 224, 245

AI Adoption in the Enterprise report (2021) 184

integrated delivery model 225

pace of 218

and superior business outcomes 32

see also mainstream adoption

Advertima 79

Advertising Value Equivalent (AVE) 64

advertising

cost effective 90–91

tools 67

Affectiva 52

agility 212, 223, 248, 229

AI algorithms 125

bias 90

ceiling 238

misuse 250

AI and the Future of Learning: Expert Panel Report 184

AI avatar 93

AI Council Roadmap 176

AI in tertiary education report 185

AI Journal, The 38

AI-Mediated Conversations 58

AI native 14

AI Predictions survey 3

AI revolution, next 249

AI solutions 18

AI startups 18, 20

AI tools 21, 32–69

AI-enabled marketing automation 57

available tools 33–34

Comm tech and decision augmentation 64

emotionally intelligent chatbots 37–38

and events 36–37

examples from hospitality 49–51

food chain to strategy 64–65

human reasoning, replicate 34–36

human side 51–52

for long-term advantage 57–60

minimizing daily minutiae 39–4...