The words Machine Learning and Artificial Intelligence carry some heavy effects. In the past few years, a lot of influential people have weighed in on the endless potential of these applications when deployed in the right space. With digital marketing and data science dominating the modern marketing scenario, AI and ML integrated platforms and technologies have been driving outstanding results. Customer experience has been redefined with AI & Ml enabling companies to recognize patterns and analyze data to build personalized engagement. With the swift growth in AI and ML implementation across verticals, there have been some game-changing outcomes across industries worth recognition.
Here are 4 brands that used the integration of Artificial Intelligence and Machine Learning to deliver amazing results and massive disruption in their ecosystems
Amplify.ai: Civic Engagement in 2020 US Presidential Elections
During the 2020 US elections, Joe Biden’s victory was fuelled by an extensive digital campaign that also included a conversational AI campaign to drive voter engagement. Amplify.ai, a conversational AI start-up, deployed its technology to interact with voters. In the final 3 weeks of the campaign, Conversational AI was able to drive 247,000 unique conversations via first-of-its-kind voter mobilization effort via Click to Messenger ads targeting otherwise unreachable voters in battleground states. The campaign was able to reach close to a quarter-million voters in 14 battleground states. Amplify.ai’s Conversational AI platform also drove list building and grassroots donations in a fully automated way, 24/7. An integration with HelpScout, the helpdesk software used by Biden’s correspondence team to engage with supporters one-to-one handed over only 3,000 conversations to correspondence volunteers when a voter said they’re undecided or needed help making a plan to vote. Only 3,000 handovers showcased how effective the conversation AI was in the first place. Five Democratic presidential campaigns and seven Democratic Senate campaigns (including Mark Kelly and John Hickenlooper), leveraged the power of Conversational AI in the 2020 elections.
GumGum: Driving carrier sales for Vodafone with iPhone X
Vodafone wanted to drive demand for its service on the iPhone X during the crowded pre-launch period without violating Apple’s strict marketing guidelines. GumGum used its proprietary computer vision technology to deliver Vodafone’s messaging to consumers who were viewing articles and images related to the iPhone X launch, empowering the carrier to engage prospective iPhone buyers without mentioning Apple or iPhone in its advertising. Due to Apple’s carrier marketing guidelines, Vodafone could only use the brand’s trademarks and product photos if it was willing to adopt Apple’s creative template and restrict its advertising to a list of 50 pre-approved sites. With GumGum’s computer vision technology, Vodafone was able to drive iPhone X sales by reaching likely customers across thousands of different websites, using it’s own unique messaging and in isolation from competing carriers. Vodafone’s iPhone X campaign was a rousing success increasing the brand’s market share of voice around the iPhone launch by 67% YoY.
Formation: Enabling personalized communication for Starbucks
Starbucks aimed to become the most personalized brand in the world with the Starbucks Rewards Loyalty Program. It wanted to deliver individually personalized offers to each one of its nearly 19 million rewards customers. Formation’s AI-powered solution that automates the deployment of individualized offers enabled Starbucks to take data from a variety of sources – from transaction and loyalty programs to product and store information – to learn more about each customer and automatically tailor offers to their unique needs and preferences. Starbucks was also able to test initiatives in the market using an end-to-end experimentation feature, and fine-tune offers through a constant flow of new, real-time customer data and interaction information. This resulted in Starbucks delivering true 1:1 personalization at enterprise scale, enhancing the customer experience, while driving extreme efficiency in the marketing process.
CropIn: Enabling digitization of farmlands for the Department of Agriculture
Agriculture is the main source of Karnataka’s livelihood. The Department of Agriculture (DoA) mainly provides Agricultural Extension services to farmers to transfer the latest technical knowledge to the farming community. However, challenges like weather, a proactive advisory strategy where all the farmers could be brought under a digital platform, lack of awareness dealing with the usage of agrochemicals, soil fertility management, no knowledge of product marketing leading to a big communication gap between the farmers and the market, and absence of a single digital platform for lending institutions and more were hindering farmer growth in the area. CropIn’s farm management solution ‘SmartFarm’ enabled digitization of farmlands across 29 districts. Officials were trained to use the Web application, and the field team for farm demonstrations to capture real-time data using the mobile application. Geo-location based dashboard was deployed to see the spread of the demonstration based on the programs, districts, and crops of the season and make it available on the platform. Customized reports were also provided based on the requirements of the agriculture department to provide real-time monitoring capabilities. All of this led to improved relations with each and every farmer at a pixel level, rule-based weather intelligence providing accurate weather alerts and region-wise creditworthiness check optimized loan disbursement process.
