The term next-best-action AI is particularly at home in the fields of artificial intelligence, automation and eCommerce & digital commerce. It describes an advanced technology that helps companies to suggest the most suitable recommendation or action for every situation - automatically and in real time. Artificial intelligence analyses a customer's behaviour, preferences and previous contacts and then decides which offer, information or product might be the best fit.
An illustrative example: You visit an online shop and look at shoes. The next-best-promotion AI recognises which models you are interested in, compares your selection with the purchasing behaviour of similar customers and presents you with a suitable discount offer or accessories such as socks at the right moment. In this way, customers are addressed individually and the shop can make more targeted sales.
For companies, the use of this technology means greater efficiency and a better customer experience. Instead of showing the same advert to every customer, each suggestion is tailored. Next-best-action AI therefore ensures smart, personalised marketing and can therefore increase loyalty to the company and ultimately sales.
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