1) Emotional intelligence
We already have sentiment analysis. Now we need to hook it up to smart systems that help us understand how customers and prospects feel about our brands and our services.
2) Contextual awareness
The time of the day, current location, weather, and nearby events can have a profound impact on what we want, our urgency, and how brands should react. Artificial intelligence systems like bots or chatbots need to know about the world we live in as well as the things we’re asking them for, to better contextualize their responses.
3) Automation of busy work
Marketers still spend far too much time in Excel or other data aggregation and analysis tools. They need AI systems that can ingest data and then respond to natural language questions … as well as suggest fruitful lines of inquiry.
4) Integration with other AI systems
Putting AI in your marketing cloud, another in your chatbot, another in your Alexa skill, and yet more in your multivariate testing tool is great. Much greater is integrating them all into a smart community that can help marketers globally.
5) Understanding the customer journey
Artificial intelligence can help by ingesting vast quantities of data and — in ways that respect individual privacy — highlight common (and not so common) paths to purchase and loyalty.