Artificial intelligence: science fiction becomes marketing fact
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Learn the science behind artificial intelligence for professional services and get insights on how to get started.
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Artificial intelligence: science fiction becomes marketing fact
- 1. www vutu.re London New York Sydney explore@vutu.re +44 (0) 20 7928 6250 +1 646 569 9079 +61 (0) 2 8216 0767 science fiction becomes marketing fact Artificial intelligence: Presented by: Robin Stephens, Director
- 4. in the AI NEWS Bank of England says jobs are at risk from robots Don’t trust artificial intelligence? Time to open the AI ‘black box’ AI will diversify human thinking, not replace it How to avoid AI dystopia Artificial intelligence will not replace human intelligence
- 5. WHAT AIis for marketers… When all is said and done, what should marketers be thinking about when it comes to AI? Greater levels of accuracy: big data becomes the right data Automation Personalisation Deep learning provides greater quality data at scale Enhanced compliance and security
- 6. WHY AT ALL? SHOULD AI BE CONSIDERED AI should be considered by professional services because there is no choice. The AI revolution is already in progress: ignore this at your peril. Failure to recognise this fact and take action will render your business unable to compete in the market.
- 7. AI NUMBERS by 23 per cent of the top 25 law firms are currently using AI. 43 per cent of the top 25 law firms are likely to use AI in the next ten years. The legal picture Financial services versus other professional services Currently eight per cent of companies in the legal sector are using AI. 54 per cent of legal firms are likely to use it to assist in delivering legal services in the next ten years. The majority of law firms see AI being applied in the next two to four years. Majority of financial services firms, 61 per cent, are already using artificial intelligence, compared with other professional services, which sits at only 44 per cent. Furthermore, 37 per cent of respondents in financial services claim targeting and personalisation as a top-three priority, with only 23 per cent agreeing with this across other professional services. 8% 23% +43% 54% 61% 37%
- 8. the AI CLIENT Top three, most exciting, opportunities for professional services*: 1. Using automation to increase efficiency and yield 2. Optimising the customer experience 3. Data-driven marketing * Deloitte research Opportunities for a client- first approach: 1. Segmentation can be automated and delivered with greater accuracy 2. Client insights are available through deep learning, to create enhanced client experiences 3. Drive relevant and personalised communications to the right place in real time, across the entire customer journey and
- 9. AND HOW TO CREATE AN AIstrategy Where to start How can AI support the wider business strategy? Analyse the processes and procedures that already exist in the organisation. What might the risks of using AI to support business goals be? Based on the outcomes of these discussions, create a strategy that supports your firm objectives.
- 10. SELLING AI to your EXEC TEAM From books to boardroom Understand Educate Adopt
- 11. AIIMPLEMENTATIONof Put the practical foot forward Manual-to-strategic roles Change management
- 12. What’s NEXT Sign up to our Marketing Automation series http://bit.ly/Vuture-MA-series Sign up for our newsletter: Points of Vu www.vutu.re Questions? Q&As Anything you’d like to know about artificial intelligence for professional services Email us explore@vutu.re
Notas do Editor
- The numbers that make AI compelling to professional services The legal picture: Currently eight per cent of companies in the legal sector are using AI. 54 per cent of legal firms are likely to use it to assist in delivering legal services in the next ten years. 23 per cent of the top 25 law firms are currently using AI. 43 per cent of the top 25 law firms are likely to use AI in the next ten years. The majority of law firms see AI being applied in the next two to four years. Financial services versus other professional services: Majority of financial services firms, 61 per cent, are already using artificial intelligence, compared with other professional services, which sits at only 44 per cent. Furthermore, 37 per cent of respondents in financial services claim targeting and personalisation as a top-three priority, with only 23 per cent agreeing with this across other professional services.
- Client-first and AI According to Deloitte research, the top three, most exciting, opportunities for professional services are: Optimising the customer experience Data-driven marketing Using automation to increase efficiency and yield Two of the three top focusses for firms are directly connected with a client-first approach, with the third, automation, indirectly, providing more time for businesses to service the client. Furthermore, 81 per cent of financial services and 69 per cent of other professional services view customer journey optimisation as very important, followed by, on average, 65 per cent of professional services organisations seeing consistent delivery of message across channels as very important, according to Deloitte research. Once again, these are the client focussed opportunities. Opportunities for a client-first approach: Segmentation can be automated and delivered with greater accuracy Client insights are available through deep learning, to create enhanced client experiences Drive relevant and personalised communications to the right place in real time, across the entire customer journey
- from books to boardroom Selling artificial intelligence to your exec team Understanding what artificial intelligence can do in the now for a business is often the challenge. People will have preconceived notions of what AI is, which will have to be overcome in order to get this through at an executive level. By taking the board through the same process you went through in developing the strategy, you will educate them on the subject, in context, whilst also showcasing the benefits that AI can bring to the business. But even before you get to this stage, you should have created a team of supporters throughout the organisation on your journey to develop the strategy. These individuals will also serve as great advocates for your cause.