The pace at which technology is rising and the capabilities that follow is astounding. It’s hard not to see this video and immediately flash back to the fleet of robots in the 2004 film, I, Robot. However, while some people might allow their minds to go wild with the possibilities of Artificial Intelligence (AI) in the future, we like to take an approach that views AI through a lens of being able to free up your team of marketing professionals to focus more on the aspects of your company that cannot be automated. Essentially, it’s the lens of efficiency.
Seeing as how 80% to 90% of AI projects around the world fail, it’s a much more practical and beneficial approach to learn how your business can integrate AI so it can work for your company. Wouldn’t you agree?
Natural Language Processing (NLP)
Even though AI is now being recruited to make familiar items, like pizza, it is still learning the nuances (dialects, idioms, ambiguous phrases, social context, slang) of the human language. Queue Natural Language Processing (NLP) – a way for computers to process humans’ natural language and learn the power of face-to-face conversation. So, how does this both affect and help your company?
Enter the chatbot – an artificial intelligence software that can “simulate a conversation (or a chat) with a user in natural language” through such mediums as the phone and internet. Most chatbot windows appear on the bottom right hand of a business’s landing page with a brief, friendly, and open-ended greeting. Once prompted by the chatbot, the consumer can feel empowered to utilize this communication vessel however they see fit: asking questions, inquiring about new products, or even minimizing the window and ignoring the inquiry altogether.
A recent study shows us people trust chatbots with basic requests like paying bills, tracking packages, scheduling appointments, and even changing flight information. Perhaps better yet, though, is a chatbot’s ability to automate your company’s customer service efforts, acquire customer information, schedule meetings, remind the customer of appointments, and even generate leads.
A recent in-house Hubspot study found that a largely human-backed effort to address client concerns, such as Live Chat, was futile. When utilizing NLP within AI to segment customer needs into either support-based or sales-based, Hubspot was able to more accurately, and more quickly, identify which stage in the sales funnel the client was currently in, and thus increase the leads generated by 182%!
The proof is in the numbers: integrating AI with your sales team produces paramount results. But HOW do you intermix human intelligence and AI? It’s helpful to look back on your company’s data to develop strategic prompts and associated answers that will most likely capture a few key sections your leads tend to fall within. A few helpful segments are:
- Product offering inquiries and information
- General FAQ
Arguably one of the most intriguing elements of AI is its speed with real-time queries and general customer communication. (If you haven’t had a chance yet, bookmark this blog post on Virtual Reality: Bringing Your Sales Strategy to the New Age.) Being able to directly engage with your leads and provide real-time responses builds consumer trust and brand loyalty in a way that is difficult to replicate with human efforts alone.
Think for a moment back to your last visit with your primary care physician, or even the imaginative stylings of JK Rowling. There’s a reason 100% of services and elements of the human condition are not fully automated – we still rely on the presence and knowledge of professionals to bob and weave through non-linear schools of thought, as well as to help us dream, fantasize, and innovate. In order to allow AI to continue to work for your company, it’s important to realize that the greater majority of people still prefer help presented by a real human. But, without the help of natural language processing within AI, it becomes increasingly difficult to meet the consumer where they are.
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