By: Roosha Sarkar, Associate Principal - Consulting

Introduction

Research labs have evolved beyond their traditional roles, exerting both positive and influential impact on our lives. Once a scientific endeavor, Generative Al has become mainstream, demonstrating considerable promise in enhancing individual and business productivity. In the trajectory of technological evolution alongside computers, the internet, and mobile devices, Generative AI stands out for its transformative potential, ushering in novel business paradigms and avenues for individual creativity.

Impact of Gen AI on Retail

Gen AI consistently emerges as a focal point in discussions across various business verticals. According to an EY survey, the retail industry is no exception, with 71% of retailers planning its adoption within the next 12 months. The high adoption rate underscores the perceived value of Gen AI in enhancing efficiency throughout the retail value chain, leveraging the vast repositories of unstructured data available to retailers.

Another EY study reveals that 88% of retailers anticipate a significant impact from Gen AI, 76% emphasizing its potential to enhance customer experience. Additionally, 65% foresee its effect on product innovation, 54% on cost reduction, and 50% across the entire value chain.

While technology doesn’t replace a business’s core value proposition, it can enhance creativity and productivity, refine core offerings, and address challenges hindering delivery, especially within the retail sector.

Now, let’s discuss how Gen Al can bolster digital marketing strategies.

Seven Cs of the Marketing Lifecycle

The marketing lifecycle comprises seven stages centered around customers and supported by content.

Figure 1: 8 Cs of marketing life cycle

1. Customer insights: Understanding customer needs and behavior
2. Customer segmentation: Grouping similar customers based on identified parameters such as behavior
3. Customer persona: Creating customer personas based on behavioral segments, enriched with additional metadata like demographics
4. Customization: Tailoring retailer offerings, including products, services, pricing, and targeted engagement models
5. Campaign planning: Creating marketing campaigns for each offering and persona derived from the preceding steps
6. Campaign execution: Implementing digital marketing, email campaigns, and digital and social advertising across multiple channels
7. Campaign feedback: Monitoring ROI and optimizing campaigns iteratively
8. Content creation: A creative space where Gen AI excels, generating visual and textual content to support advertising and campaign execution

How do Gen Al and Al generally assist at these stages?

Gen AI and AI excel in augmenting human potential and uncovering new possibilities from contextual information provided. Stages 1,2,3, and 8 embrace Gen AI in newer ways, while other stages rely on established tools, which are now bolstered by Gen AI and AI. These enhancements aim to boost the effectiveness of existing tools, marking an evolving frontier where the future remains unpredictable.

Let’s delve deeper into stages 1, 2, 3, and 8.

Stage 1. Customer insights

Customer insights are pivotal for understanding customer behaviors and needs, enabling personalized experiences, and predicting future actions. Surveys play a crucial role in gathering data, and while conventional AI aids in analyzing this unstructured data, Gen AI takes it a step further. With Gen AI-powered bots, surveys can be created and conducted faster and more cost-effectively. Tools like Yabble, driven by Al, are gaining popularity, and market leaders like Adobe are quickly adapting.

Stage 2. Customer segmentation

Customer segmentation categorizes customers based on shared characteristics such as needs, interests, and lifestyles to identify profitable segments. Traditional Al techniques like clustering algorithms like K-means and ensemble methods like random forests and chi-square decision trees can now be combined with Gen AI to create detailed customer segments and real-time profiles. Popular solutions like Dynamic Yield, Salesforce Marketing Cloud Personalization, Monetate, Insider, and Optimizely Web Experimentation increasingly incorporate AI and Gen Al technologies for this purpose.

Stage 3. Customer persona

Customer personas offer a detailed view of customer segments, aiding in understanding commonalities. Gen AI excels in this creative task, leveraging contextual information to create and enhance personas with unique details swiftly and effectively.

Stage 8. Content creation

Gen AI significantly influences content creation across various audio, video, graphics, and text formats. It improves content quality, personalization, and SEO-friendliness while reducing costs and increasing production speed. Gen AI tools are becoming integral for creating specific content types, driving advancements in the marketing ecosystem.

The above stages can be summarized as follows:

Table 1: Gen AI vs AI in 4 stages

Conclusion

Since its launch, Gen AI has made a significant impact. Its potential has captured the attention of businesses and consumers, leading to experimentation with various use cases. Some applications have proven particularly beneficial, especially in the digital marketing ecosystem, where they offer:

• Better understating of customers, their motivations, and behaviors
• Increased productivity and time efficiency throughout the process
• Boosted creativity and innovation
• Swift and high-quality content generation
• Improved targeting of marketing efforts

It’s an exciting time to explore the possibilities of Gen AI!

Endnotes on Responsible AI

Gen AI, a promising technology, has the potential to disrupt various industries. However, it presents risks like bias, privacy concerns, and enterprise data protection. To mitigate these, businesses should establish guardrails such as ethical frameworks, effective oversight, regular audits, and transparency in data usage for model training. These measures will enable companies to realize their visions in the rapidly evolving AI and Gen AI fields.

LTIMindtree is actively developing Gen AI offerings to support its customers. Our Gen AI-powered conversational solutions are transforming customer engagement across various industries. Leveraging top platforms like Amazon Lex, Dialogflow, and Amelia, we deliver meaningful, industry-specific bot solutions at scale, providing human-like interactions that enhance customer experiences.