5 Ways AI-native Products Enhance Customer Engagement

Artificial intelligence (AI) has revolutionized the way businesses approach marketing. From customer insights to personalized recommendations, AI has become a cornerstone of modern marketing strategies. To see the biggest impact of AI on customer engagement and ultimately marketing ROI, brands should invest in martech with AI at the center rather than incorporating it into individual functions. This can be enabled by AI-native products – tools and platforms that are not just powered by AI but are fundamentally designed with AI capabilities from the ground up. Let's explore what AI-native products are and how they are transforming marketing.  

What are AI-native products?

AI-native products are software applications that leverage AI and machine learning (ML) at their core. Unlike traditional marketing tools that may incorporate AI as an add-on feature, AI-native products are built from the ground up to harness the full potential of AI. This means that AI is not just a feature but the very foundation of these products, influencing their architecture, functionality, and user experience. If there was no AI, these products wouldn’t exist.  

How do AI-native products enable brands to deliver better customer engagement and improve marketing results? And why do they outperform marketing technology that just has AI-enabled features?

Transforming marketing with AI-native products

• Enhanced customer insights: AI-native products can analyze vast amounts of data to uncover valuable insights about customer behavior, preferences, and trends. This enables marketers to create more targeted and personalized campaigns, leading to higher engagement and conversions.
• Predictive analytics: By utilizing AI for predictive analytics, AI-native products can forecast future trends and customer behavior. This helps marketers anticipate market changes and tailor their strategies accordingly, staying ahead of the competition.
• Automated campaign optimization: AI-native products can automate the optimization of marketing campaigns in real time. By continuously analyzing performance data and adjusting strategies, these products can maximize ROI and improve campaign effectiveness.
• Hyper-personalization: With AI-native products, marketers can deliver hyper-personalized experiences to their audience. By analyzing individual preferences and behavior, these products can tailor content and offers to each customer, increasing engagement and loyalty.
• Improved customer experience: AI-native products can enhance the overall customer experience by providing personalized recommendations, proactive support, and streamlined interactions. This can lead to higher customer satisfaction and loyalty.

Why are AI-native products more effective?

AI-native products offer a more holistic and integrated approach to leveraging AI in marketing, leading to more effective and efficient customer engagement. Since AI-native products are designed from the ground up to harness the full potential of AI, they are able to process and analyze vast amounts of data more efficiently, providing deeper and more meaningful insights into customer behavior, preferences, and trends. Having access to more and better data means their algorithms can predict future trends and customer behavior with greater accuracy and deliver real-time optimization of customer engagement at an individual level.  

At Kognitiv, we’ve built a suite of AI-native products that enable brands to deliver relevant experiences to their customers in the moments that matter. At the core of our products is our proprietary Kognition AI/ML engine, which leverages hundreds of AI/ML models to deliver predictive and prescriptive intelligence you can easily act on. With always-on data-driven attribution, you can track your customers’ journeys across channels and touchpoints and understand exactly which of your marketing activities are driving incrementality.

Find out more about how you can leverage AI and machine learning to win your customer engagement game. Let’s chat!  

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