A Wall Street Journal article detailed some of the insights that fast-food companies have about marketing with A.I. Specifically, Taco Bell and Pizza Hut and KFC, all of which are owned by Yum! Brands. (Yum! Brands is headquartered in Louisville, Kentucky. Does that mean that this is technically an A.I. in K.Y. blog post?) This blog post offers analysis of these use cases.
The Five Most-Key Takeaways from This Blog Post
- One example includes A.I. personalizing the marketing content to be sold to individuals. Besides the usual content-tailoring to meet customer demographics, this personalization can include metrics such as time of day (cravin’ a Fourthmeal?) or even time of week to send the content.
- Crucially, the messages that get sent out are written beforehand and so have approval for sending out. This can lead to less risk of headaches such as A.I. writing content that is bizarre or hallucinatory or offensive.
- The fast-food chains use a mix of internally created A.I. along with third-party A.I. tools. This reflects an approach for edging past competition by creating A.I. that is purpose-fit for a particular company’s needs. It reflects also an acknowledging that custom-creating A.I. for every task can be needless, as a third-party tool can work just as fine.
- Bringing this A.I. into other areas is part of the plan. For instance, drive-thrus where chatbot A.I.s will personalize interactions to reflect things like weather and time of day. This indicates that one of the major applications for A.I. across the board is transforming many customer interactions into marketing pitches that the usual human-to-human interactions may not be.
- Overall, the major theme of the Wall Street Journal interview’s insights is that A.I. will not only further personalize marketing, but spread marketing to more aspects of a business’ operations, down to the micro level, even.
Finger-Lickin’-Good Marketing
Let us roll right from the fifth Key Takeaways bullet point into a deeper commentary on the emerging role of A.I. in marketing.
Marketing, as you are likely well aware, is a pursuit that is meant to ultimately lead to sales. From the research side of things to the crafting of customer-facing content, the end goal is to get customers to start or keep purchasing a product or service.
What the digital age, and the larger onward march of technological upscaling (in several senses), allow for business owners is to create more opportunities for Marketing Moments in a given customer’s life.
Creating Marketing Moments with A.I.
In ye olden days of advertising, much of it was done in public, outside of the person’s home and car. Billboards, posters, shop-window signs, and the like.
Of course, newspapers and direct-mail marketing were still avenues for getting inside the head of the consumer. Then of course came T.V. and the commercials blaring in one’s own living room.
Computers and smartphones allowed for much more Marketing Moments to occur. Email services, search engines, websites, and other digital spheres soon became viable media environments for setting up Marketing Moments.
What A.I. promises to do is expand the scope.
Consider the following example: What could normally be a transactional human-to-human interaction in a drive-thru could be a human-to-chatbot interaction where the chatbot has data on the customer, and can custom-tailor the conversation accordingly.
Then consider extending that to customer-service chatbots that do not have the reservations a human representative may have in steering the customer-service convo to a Marketing Moment, upselling other services and the like.
Or, chatbot-like product-search tools on a website that do more than merely serve up the product pages to searched-for items, but help form a sales pitch as well.
What we will increasingly see with A.I. is converting existing customer-interaction moments into full-blown Marketing Moments, further impressing the customer into converting to a sale.
Other Great GO AI Blog Posts
GO AI the blog offers a combination of information about, analysis of, and editorializing on A.I. technologies of interest to business owners, with especial focus on the impact this tech will have on commerce as a whole.
On a usual week, there are multiple GO AI blog posts going out. Here are some notable recent articles:
For Businesses and Other Organizations, What Makes a Successful Chatbot?
IBM Watson vs. ChatGPT vs. Gemini: How Will Each Affect Search Engines?
Using A.I. to Find Resources for Business Owners
How Would Restricting Open-Source A.I. Affect Business Owners?
The EU’s A.I. Act Has Become Law: The Implications for Business Owners (Especially American)
In addition to our GO AI blog, we also have a blog that offers important updates in the world of search engine optimization (SEO), with blog posts like “Google Ends Its Plan to End Third-Party Cookies”.
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