Artificial Intelligence (AI) and Machine Learning (ML) are in the spotlight for revolutionizing Customer Data Platforms (CDPs). Both technologies work to enhance the CDP capabilities and access multiple data points so companies can provide real-time decisioning and can automatically create more accurate customer profiles. The result greatly boosts customer engagement, loyalty, and revenue.
In this article, we explore how these cutting-edge technologies are delivering next-level experiences across the customer journey.
How an AI CDP can improve the customer experience.
AI-based CDPs are transforming how businesses collect, manage, and use customer data to deliver personalized experiences. With AI-powered algorithms, these customer data platforms analyze vast amounts of data in real time. This, of course, uncovers deeply valuable insights and generates actionable recommendations.
In other words, with an AI CDP, companies can easily understand customer behavior at a granular level and deliver hyper-relevant experiences across various touchpoints. Overall, these hyper-personalized customer experiences result in more loyal customers —and more company revenue.
Let’s take a deep dive into the fundamental capabilities of AI-powered CDPs, below.
Real-time decisioning: the power of AI in action.
Simply put, real-time decisioning is a critical component of delivering personalized experiences at scale. But let’s unpack the meaning of this trending concept a little bit further.
To suggest the next best action to your prospects, it’s necessary to have up-to-date data on their customer journeys. But here's the thing —it's not easy to get that data without a platform that brings together all your customer info from different channels, in real time.
Let's take customer churn as an example. If your marketing team has to rely on business intelligence teams or data scientists to collect data from all these different systems, run predictive models, and create customer segments based on churn propensity, it could take weeks or even months for the data to be ready to use. And that can really impact your short-term marketing goals and long-term business profitability.
That's where an AI CDP comes in. It's like a data superhero that gives you access to customer data from all your channels in one place. And that opens a world of possibilities —personalization, cross-selling, recommendations, and more.
Just imagine having all your customers’ behaviors, interests, transactions, and preferences neatly organized in one spot. We call that marketing magic!
If you’re still wondering what makes real-time decisioning create better customer experiences and boost conversions, we’ve got you covered. Let’s take Adobe Real-Time CDP as an example of an AI CDP.
What makes real-time decisioning work?
- A single source of truth: Adobe's real-time customer profile unites enterprise, customer, and contextual data for informed decision-making.
- Omnichannel experiences: By uniting real-time data and breaking down data silos, Adobe Real-Time CDP allows brands to deliver offers seamlessly across the entire customer journey (including email, web, mobile app, call centers, etc.)
- One-to-one personalization: This customer data platform enables companies to create personalized offers with dynamic content and objects, resulting in individualized customer experiences.
These capabilities empower brands to create and manage real-time decisioning workflows. Moreover, it allows them to make data-driven decisions in the moment of interaction with each customer. This way, companies can deliver relevant content, offers and recommendations to customers based on their real-time behavior.
The result? Hyper-personalized experiences that drive customer engagement and loyalty.
Hyper-personalization: tailoring experiences to the individual.
Hyper-personalization is the Holy Grail of customer experience management. So much so, that a whopping 81% of consumers expressed their willingness to share basic personal information for a more customized experience, according to a Formation.ai study.
Nowadays, it’s not only crucial to provide personalized content but also to present it based on the current state of the customers. This is where an AI CDP comes into play: it enables brands to tailor their marketing efforts to the unique context of each customer through customer segmentation and real-time decision-making. The algorithms create a comprehensive and dynamic profile of each customer which incorporates their preferences, past interactions (both online and offline), behavioral patterns, interests, and real-time behaviors.
Recently, Adobe has taken hyper-personalization to the next level with its AI CDP capabilities. In fact, the algorithms of Adobe Real-Time CDP uncover deep customer insights. Based on those insights, they create recommendations for personalized content, offers, and experiences, resulting in truly one-to-one interactions with customers.
Leveraging customer data with an AI CDP.
The success of AI-based CDPs in enhancing the customer experience lies in their ability to leverage customer data effectively. By collecting and analyzing data from multiple sources, such as customer interactions, transactional data, and behavioral data, AI-based CDPs create a comprehensive view of the customer, enabling businesses to understand their preferences, needs, and behaviors.
This data-driven approach allows brands to deliver targeted and relevant experiences that are tailored to individual customers, resulting in increased customer satisfaction and loyalty.
Adobe Real-Time CDP: A leading AI-powered solution.
One of the leading players in the AI CDP landscape is Adobe Real-Time CDP. Adobe Real-Time CDP is a platform that provides a set of tools and capabilities that enable brands to leverage customer data in real time and drive personalized interactions. From collecting data from multiple sources to creating unified customer profiles, Adobe Real-Time CDP empowers businesses with a holistic view of their customers, allowing them to deliver consistent experiences across channels.
Even though Adobe Real-Time CDP already uses artificial intelligence, Adobe is stepping up its game. Indeed, they’ve been at the forefront of driving innovation in the AI CDP space. Most recently, they’ve made several significant announcements that are set to transform the landscape of customer experience management.
How? Well, very soon they’ll be launching a new feature on their CDP platform featuring generative AI tools. According to Ryan Fleisch, the Director of Product Marketing for the Adobe CDP, Adobe is all set to let marketers train their very own AI models using their own data and content within the CDP. That way, the output will be in perfect sync with their brand style. Talk about putting the power of AI in the hands of marketers!
As customer expectations continue to evolve, businesses need to adapt and leverage advanced technologies to deliver personalized experiences that meet and exceed customer demands.
AI CDPs, such as Adobe Real-Time CDP, are revolutionizing the customer experience management landscape by providing businesses with the tools and capabilities to collect, analyze, and utilize customer data in real time. Through real-time decisioning, hyper-personalization, and leveraging customer data effectively, AI-based CDPs are enabling businesses to deliver exceptional customer experiences that drive engagement, loyalty, and business goals.