As consumers have become hyperconnected across multiple devices, tech companies have been challenged with communicating and engaging consumers across multiple channels and devices. So, how do they do it? MarTech Today put it best: “Success lies in creating personalized experiences and delivering them in an authentic manner – spanning marketing, sales and customer service – aimed at resonating deeply with customers so that they feel valued and appreciated.”
In the past several years, we have become accustomed to hyper-personalized experiences and messages. We’ve received personalized emails and text messages from retailers, streaming and music recommendations, and conversations from companies on social. However, within the past couple years our expectations for personalization have been transformed with the growth of AI. Today, consumers are expecting more personalized products and services than ever before. Digital assistants have taken off and we don’t see this market slowing down anytime soon. The market for AI-driven personal assistants and bots is expected to reach more than $12 billion by 2020 with 1.6 billion active users.
Why are they so popular, you ask? Epsilon research found that 80% of consumers are more likely to do business with a company if it offers a personalized experience, and digital assistants take personalization to a whole new level.
Some companies are creating new personalization tools to compete with Miscrosoft’s, Google’s and Amazon’s assistants. BMW recently launched a digital personal assistant for its cars, which they dubbed “BMW Intelligent Personal Assistant.” Sounds like a mouthful! However, drivers can name the assistant whatever they’d like. BMW’s personalized assistant gets to know its driver over time through voice commands. Once a driver is in the car, it can control all the standard in-car features by voice. BMW Intelligent Personal Assistant can also make conversation just like other voice assistants. BMW is following MarTech’s tips for success. The device will appear to be more authentic by featuring a more natural voice.
Going forward, AI will continue to expand, become more personalized and spread into all areas of our lives through our homes, cars and work.