AI is no longer a new topic for marketers. Companies are already using various AI tools, especially in marketing, to simplify processes. In our interview series “AI in Marketing”, we regularly ask various companies about their areas of application for AI. We have filtered out and compiled the most frequently mentioned areas.
Improving the customer experience & customer journey
Improving and developing the customer experience and the customer journey plays a central role for many companies, as they have a direct impact on customer loyalty. Rossmann and Hello Fresh, among others, rely on the support of AI here.
The drugstore Rossmann uses AI to personalize the shopping experience. Hello Fresh uses it particularly in the area of advertising and for personalized customer offers. R+V Versicherung is also increasingly using AI along the customer journey.
AI assistant for advice
The development of AI assistants is also popular with some companies. They provide advice to customers on questions, provide information about products or refer them to the right people in case of difficulties. In August last year, Otto tested its assistant for the first time, which uses generative AI and a language model to answer customers’ questions.
At Gothaer Versicherung, voice bots are available to answer telephone enquiries, while at Tchibo, the chatbot HRbert helps with customer queries. At Maggie, the company’s own chatbot KIM (“Kitchen intelligence by Maggi”) is even used to develop recipes and helps identify food safety issues.
Further development of production processes
In order to achieve success and stand out from competitors, companies are constantly developing their production processes. AI is also being used more and more in this area. Burger King used it, among other things, to develop unusual product combinations. These included Chili Cheese Shake and Onion Ring Donut. These were then also sold in the fast food company’s branches.
At the children’s book and games publisher Kosmos, AI is used particularly in the context of data analysis. This includes the creation of metadata and the evaluation of sales figures.
AI is also used in the areas of SEO and content creation for social media. The ParshipMeet Group uses AI particularly in the creation of briefings in the SEO area. They also use it for image and post-processing of audio content as well as in the paid social media area.
Fisherman’s Friend has already used it to create memes for social media and uses it to generate images for campaigns. Oscar Bravo also integrates AI into its social media processes. Here it is used particularly for image retouching, video editing and audio content.
You can find all interviews in our “AI in Marketing” series here.
Inga-Maria Glahn
(img, born in 2000) has been a working student in the editorial department of absatzwirtschaft since November 2022. She grew up in Bochum and now lives in Düsseldorf because of her social science studies. In addition to her enthusiasm for abstract art, she also has a passion for turning to a wide variety of topics and writing about them.
