As Black Friday approaches, retailers are harnessing the power of generative AI to revolutionize their marketing strategies.
Isabelle Guis, an AI engineer and marketing chief at Brevo, shared her insights on leveraging AI for Black Friday in a recent DesignRush Podcast.
Create a Personalized Shopping Experience for Black Friday
The use of AI in marketing, especially during high-stakes events like Black Friday, is increasingly about creating personalized shopping experiences.
As Guis notes, "the most significant recent innovation is generative AI... It's not just about analyzing; it's about actively generating, which opens up numerous practical applications for marketers."
Guis elaborates on the transformative impact of AI in crafting highly personalized marketing content.
"Generative AI enables faster, more personalized content generation, allowing marketers to cater to refined segments with tailored communication."
This approach is crucial for Black Friday, where the battle for customer attention is fierce.
AI's role in optimizing retail operations is unquestionable, as AI has long been a part of the marketing tech stack. This applies especially with AI innovations like chatbots and analytics on eCommerce platforms.
This efficiency is vital for managing the intense demands of Black Friday.
The conversation moves towards the role of AI in customer interaction, particularly through chatbots.
Guis underscores the importance of AI in managing customer inquiries efficiently during peak shopping periods like Black Friday.
However, despite the benefits, Guis warns of the potential for cognitive biases when using AI in marketing.
"With AI, the key is to understand and experiment with its impact, but with caution," she advises, emphasizing the need for strategic use of AI.
One of the best ways to make the most out of the Black Friday Cyber Monday season is email marketing.— Shivam Khandelwal (@tweetsofshivam) November 19, 2023
Discussing AI's impact on email marketing, Guis says that "generative AI is now enabling personalized content quickly enough to engage with various segments," highlighting the importance of AI in crafting compelling email campaigns.
Using AI in Black Friday Marketing
Looking ahead, Guis envisions a future where AI helps brands navigate the complexities of Black Friday marketing.
She suggests that personalized content is key to successful campaigns.
"Imagine receiving an email that not only offers a discount but also references your past purchases and current trends," Guis proposes, illustrating the potential of AI to create highly customized marketing messages.
Guis further explains, "with AI, segmentation becomes more granular... allowing marketers to communicate the right message, through the right channel and at the right time."
This level of detail in targeting is essential for Black Friday's competitive environment.