Digitalni asistenti i "Smat Police" menjaju budućnost advertajzinga

Artificial intelligence has entered Serbian marketing through digital assistants, but for now on it’s just a good reason to joke.

However, this technology is already usual in the world: over 58 percent of marketing directors believe that in the next five years they’ll have to fight for success in the space of artificial intelligence.

Brands that will win are those who will carry actuality, personalization, authenticity and accessibility.

“Welcome, I am your virtual assistant. How can I help you?” “Do you like younger guys” – a funny guy from Belgrade answered. Artificial intelligence has entered Serbian marketing through digital assistants, but for now on it’s just a good reason to joke. However, this technology is already usual in the world: over 58 percent of marketing directors believe that in the next five years they’ll have to fight for success in the space of artificial intelligence.

Clients are getting used to solutions offered by AI. They will soon expect the same from local, small businesses.

Marketing experts anticipate that during 2018th this trend will completely win over entire advertising, not only as attention-getter, but as integrated part of business that will increase quality of the service and brings profit. As a matter of fact, one research conducted in the USA, implies that the scores of the last year’s Christmas sales show that those who haven’t changed their old business models are already suffering the consequences.

Technical store Cloverleaf in the USA launched digital smart commercials above rafs, on which different messages are changing, in order to give information to marketing experts about type of clients in front of the stores and the effectiveness of different campaigns. Instaled optical sensors detect information about buyers such as age, gender and ethnicity. Technology can also investigate different facial expresions of the buyers so the salesperson can spot the pattern in sales.

-We can get insights in what the buyer is doing in front of the shelf, we can interact with him and make him buy the product. The templates are used to compare with face – says CEO Gordon Davidson.

Based on collected data, experts can test different campaigns, see if they are efficient and change them almost in real time. In short, for marketing in the future the golden rule „right time, right message, right space“ will still apply, but it will be on steroids!

AI – shortcut to the data about the customer. Use of AI allows marketing expert to run through drastically increased number of information and get insights which will allow them to satisfy targeted customers and get feedback about their investment. Even better, this kind of marketing doesn’t consume too much time, because the most of the performed operation can be automatised.