When marketing experts wanted to appeal to potential customers, they used to rely on parameters such as gender, age, residence, family status and education level. The target audience was the focus of communication, not the individual. Accordingly, managers created campaigns that were intended to just about reach members of the target audience by means of generalised messages. Waste coverage was considered an unavoidable side-effect.

Technology helps to improve design options for content that managers want to communicate. For the first time, it is possible for companies to communicate on a personal level with potential customers, even on a large scale. The ability of AI solutions to automatically recognise text content, process it and react to it, for example, in the form of automatically compiled content, plays a major role in this. It opens up the option of compiling a customer’s statements from different sources, such as e-mails, calls to the customer service centre, visits to the website, comments on rating portals, social media and forums, and makes it possible to create a comprehensive image of individual interests.

Companies are able to put together suitable and personalised content and offers based on this information. Thanks to AI, the degree of customisation knows no bounds – for example, when the right data is input, the system is able to automatically compose specific travel tips for Paris for jazz lovers making preparations in the run-up to their holiday.

Marketing managers can count on the support of AI applications when planning and implementing their campaigns. This allows them to master a wide variety of communication channels and topics.