Watson and how Artificial Intelligence helps you choose the best Christmas gifts



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At Fayerwayer, we talked to IBM, Leandro Peralta, to tell us how Watson's AI allows us to improve shopping efficiency on Christmas.

Watson is the computer system of IBM Artificial Intelligence which kicked off to talk about AI in the market.

Today, this technology is also used by retail and customers to enhance and make better filters and customizations for distribution and purchase of products.

Christmas is coming and there are thousands of companies that offer discounts, promotions and unique gifts. But how to make the right filter?

Solutions that let you know each customer in a unique way, wizards that provide real-time information, automated marketing campaigns, online stores that adjust according to the clients' profile, tools to know exactly the time and day when a product will arrive . It is not the future, in Latin America It is already a reality the use of this type of tools with Artificial Intelligence in the processes of marketing, e-commerce, physical stores and supply chain.

Imagine this: Artificial Intelligence allows your entire journey as a buyer to be completely planned and satisfactory, since you went to a physical store or received an SMS promotion, until you have the product in your hands at exactly the time and day on which He promised you the mark.

To learn more about this IA-supported process, at Fayerwayer we talked to Leandro Peralta, lead executive of IBM Watson Customer Engagement for Latin America.

IBM Watson

FW: How does Watson work with the AI ​​to guide retail companies or brands into an effective strategy to reach the customer?

LP: IBM Watson helps you work very efficiently, simply and with satisfaction, for both the brand and the end customer. Watson's Artificial Intelligence tools enable you to design, manage, and monitor users' entire journey to create unique, personalized experiences.

It is about knowing customers in a unique way: their tastes, preferences, behaviors, everything in real time and in a natural way to reach people through their favorite channels (email, SMS, etc.) with information and promotions that They are really relevant to them.

Who received an offer that does not fit your profile? Probably most of us, because in marketing we target users by gender, age, or geographic location. With Artificial Intelligence, brands / companies can generate customer microsegments based on lifestyles, interests, buying behavior, social behavior, life stage, location, and more. This translates into customer loyalty and experience.

It's a "win-win". Gain the brand that uses this type of tool because it saves time, money and results in real time, to make wise decisions about possible scenarios related to marketing campaigns, price dynamics, online product visibility, inventory management among many other processes. And the end customer also wins because their experience is satisfying from start to finish: as long as they receive a promotion on their mobile device, until the product they bought or received at home on time and day is delivered to the store. they promised him.

FW: You emphasize a lot about not being invasive with AI in commerce. But how is this achieved, if almost by principle the trade works by insisting on sampling your products to entice customers? How does AI mitigate this process?

LP: Retail has evolved with the help of emerging technologies such as Artificial Intelligence, and as part of this evolution, it has been demonstrated that a brand of success is not one that insists on all channels in an invasive manner but strikes the customer on the network. place and precise moment.

It's like playing darts. It is not about throwing too many to the ends or off the board, but throwing one in the center.

In simple terms: it is not the same to receive an SMS with an offer when someone has just received the salary – which is more susceptible to purchase – than to receive it two days earlier, when one is careful not to spend more. It is also not the same to receive an email with an offer of diapers when you do not have children, than to receive it when your baby is just born.

We need to know the customers and the power of technologies like Artificial Intelligence is just that. Loyalty to customers takes a lot of time, but losing it requires only seconds or minutes. IA tools, such as IBM Watson, facilitate the creation of brand-client links, giving full visibility (not just to retailers, but to telecommunications companies, banks, insurance companies, etc.) of what is happening to contact points with people. Analyze large amounts of data, never before was it so simple.

FW: How important is the correct use of data on dates as important to the trade as Christmas?

LP: It is fundamental for two reasons. The first is that if you have the right data on customers as individuals and the ideal tools for doing the marketing, trading and supply chain processes, this undoubtedly translates into sales. It is enough to get a coordination of all the factors to be successful. Year-end seasons are a unique opportunity for brands to approach new customers or to meet existing ones.

The second reason is directed to the responsibility of the data. It is essential that brands protect consumer data and their privacy, because that translates into confidence. It is not just a simple good practice, today everyone should do it. At IBM, for example, the tools we offer to brands are completely in line with data protection policies.

FW: What new AI innovations could we see in the not-too-distant future in the e-commerce industry, for example?

LP: I would highlight four:

– Knowing and talking to individuals: As mentioned above, brand-client connection on a custom level is part of success. Retailers have spent – over the years – having thousands or millions of people in their databases. Thus, Artificial Intelligence allows us to offer personalized experiences to users, not only to discover products / promotions, but also to answer their questions and guide them through their decision-making process.

– Intelligent or cognitive search mechanisms: Search engines that can actually understand the context and be assertive, because when a person searches a site and can not find it, it opens a new window to look for it in another store, and it is like that which is easy to compete. These cognitive seekers, in which we are working at IBM, have the ability to understand the context of customer research, for example, "red social shoes," and that research actually launches shoes that match that dress, and not showing red dresses.

The other thing is that when a search engine detects a different intention to search for a product, for example "where my order is," you can immediately understand that it refers to a help request and send it to the where the purchase order is or how much is missing to be sent.

– Omincanality: whether via web, mobile, phone or in physical store, people want to connect with a brand and connect experiences. See a product online and buy it at a physical store; try the physical store, buy online and get a notification on your cell phone, etc.

– Dynamic prices: this concept is not new, but it is when new technologies are implemented. Now, companies / brands can take into account factors such as market demand, social sentiment, competitive prices, stock availability, time of day, conversion rates and more, to allocate prices.

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