How can AI be used to boost sales?

We look at AI’s potential to boost sales and marketing in large organisations

How did one Harley-Davidson dealership in New York City go from selling one or two bikes a week to selling 15 in a weekend? Owner Asaf Jacobi took a risk on Adgorithms’ ‘Albert’, an artificial intelligence (AI) driven marketing platform that works across digital channels. The results saw the dealership increasing leads by 2930% by the third month and driving Jacobi to set up a new call centre to handle all the new business.

Albert can learn as he does and is able to “identify the audiences most likely to convert, eliminate low-value audiences, apply insights gained from one channel to other channels”, according to Harley-Davidson NYC. The AI works with campaign creative and KPIs provided by the brand to autonomously execute holistic digital ad and marketing campaigns.


Who is using AI to boost sales?

Harley-Davidson is not alone in its use of AI in sales and marketing. Around the world, companies in all sectors are turning to AI to help them beat the sales clutter and generate more leads and ultimately more sales. In Mexico, for example, Nearshore Delivery Solutions (NDS) is using IBM Watson and cognitive computing to analyse potential clients’ personalities, generate a risk profile and match them to the right sales agent for them. The data generated is based on the potential client’s social media activity and creates a personality profile based on the Myers-Briggs personality test. The AI analysis is being used by financial services provider to target potential investors.

Realistically, artificial intelligence is not actually all that intelligent - at least, not yet. Check out: Artificial lack of intelligence: how smart is AI really?

UK supermarket Morrisons is deploying AI in its ordering system to optimise efficiency and boost sales. It has partnered with Blue Yonder to use its technology to improve product availability. The ordering system is simpler, easy to use and is reducing shelf gaps by up to 30%, according to Morrisons. The system was launched in Morrisons during 2016 and now covers all 491 stores, automating over 13 million ordering decisions per day.

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