Author: Steffen Meyer, Mobile Marketing Content Specialist
Experienced marketers know that personalized messages are more charming than generic ones. Yet, crafting tailor-made texts for segmented user groups is more complex and takes more time than sending a generic email blast. But thanks to Generative AI, there appears to be a huge time-saving potential on the horizon.
At the recent Mobile Marketing & Growth Meetup, Customlytics CEO Christian Eckhardt spoke with other experts in the business sector about this evolution in Customer Relationship Management (CRM).
Under the title “The influence of AI on CRM”, the panel discussed how AI frees up time for staff, for example by helping with copy and idea creation as well as basic analytics. Though Christian stressed the fact that „at least one human being needs to control all of this“ since AI can’t be trusted.
While keeping this warning in mind, Generative AI like ChatGPT can be employed to personalize messages quickly: For this, you need to craft a prompt that tells the AI which attributes of a customer should be included in the message, and the artificial intelligence will spit out a first draft which you can finetune.
For example, when sending out individualized messages about a new feature in your app, you can tell the AI to draft different versions for different age groups or places of residence.
Furthermore, you can automate translation as well as grammar and style checks.
Some CRMs now come equipped with built-in AI features that enable you to create and optimize prompts within the tool itself, leveraging stored user data. To gain a clearer understanding of how this works, watch this video.
While there are certainly benefits, the panel discussed the ethical considerations as well:
- What if users identify the message they got was written by a machine and not a human – do they feel tricked?
- How can you secure data privacy with the usage of AI tools, which data to feed them and which not?
- Will we opt-in to AI tools in the future as well?
There are no general answers to this since regulation is still underway and every marketer has to find their own individual ways to deal with it. Other than ethical questions, you need to verify if the usage of AI is really more effective than doing it all manually. You can do so by,
- testing copies written by humans versus copies written by AI against each other in A/B tests
- testing segments suggested by AI versus self-defined segments
- comparing time spent to complete tasks with versus without AI. For this, you need to take into account the input that was needed to improve efficiency.
Artificial intelligence is still evolving and it’s vital to keep up-to-date with its development, constantly testing and optimizing. Drop a line to our consultants to see how they can help you with your marketing endeavors.
And although AI can undoubtedly aid in your operations, it’s essential to develop a well-thought-out strategy. Get our Marketing Master Map for free to gain an overview of all the channels, departments, and technologies you can utilize to make your customer journey a success.
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