How AI-Powered CRM Will Unlock Productivity And Conversion Gains For Marketers
Econsultancy, Friday, October 27,2023
At Think Summit Europe, Movable Ink CEO Vivek Sharma shared how an ensemble approach to AI models can address the personalisation challenge in CRM, and how AI-as-co-pilot enables marketers to put customer over campaign.
Listen to somebody working in CRM talk about the challenges of their day-to-day job and chances are you'll hear two words - productivity and personalisation. Simply put, marketers want to spend less time building emails, but also drive uplifts in clicks and conversions.
This dynamic has been the backdrop for marketers for some years, as they seek to put a tech stack in place that will make their life simpler and more efficient. With advances in AI, businesses are re-evaluating what's possible; marketing technology is evolving from an era defined by 'systems of intelligence' (CDPs, single customer view, predictive analytics) to one defined by 'systems of autonomy' and the concept of the machine as 'co-pilot'.