Research: Inefficient use of AI causes brand value to fall and lose conversions

Liputan6.com, Jakarta – Engagement platforms CleverTap highlights insights from the results of the analysis of 42 brands global, running campaigns for millions of customers in more than 50 countries.

Participants in this research include professionals, ranging from technical specialists in artificial intelligence (artificial intelligence/AI), marketing strategists, including VP, CMO, inside leaders data scienceproduct manager, and marketer.

Titled market research 'The AI ​​Edge in Customer Engagement' This is a guide for brands who want to apply AI. In the early stages of AI adoption, brands should aim to reach a higher level.

In doing so, they will move from leveraging AI to gain operational efficiencies, to leveraging AI for personalization, experimentation, and ultimately strategic planning and decision making.

CleverTap found that inefficient adoption of AI can cause brands to lose conversions and also lose a 4x increase in business value.

On the other hand, CleverTap assessed the impact of adopting Clever.AI, CleverTap's AI engine, on brands by classifying them into three levels based on the use of AI in customer engagement.

Through its written statement, quoted Thursday (23/5/2024), CleverTap discovered a number of roles for AI engagement customer:

• 54% of respondents produce content and launch campaigns faster with AI
• 82% of respondents experienced increased operational efficiency with AI by simplifying workflows and automating content creation
• 64% of respondents are already using AI to develop personalized experiences and tailored content, with individual preferences evolving in line with real-time experimentation for optimal engagement
• 39% of respondents leverage AI for automated decision making and make more informed decisions by analyzing large amounts of data, predicting outcomes and creating strategies for the best next steps.

Regarding AI adoption by teams within a brand:

• 71.4% of respondents highlighted that AI capabilities are used most extensively by content teams, underscoring the important role AI plays in producing content
• The marketing team followed with growth at 57.1%, indicating strong AI applications in creating strategies and expanding marketing efforts. Central marketing teams and product teams are also integrating AI into their operations, although to a lesser extent.