William Bao BeanManaging DirectorChinaccelerator Artificial intelligence (AI) isn’t just the buzzword of the moment—it holds the potential to significantly change the marketing landscape in China and help companies market to the segment of one. eMarketer’s David Green spoke with William Bao Bean, managing director of startup accelerator Chinaccelerator, about how machine learning and AI are already helping marketers in China with their mobile messaging strategies, as well as budget allocations for influencer marketing.
Bean: One of our companies, OCheng, is applying AI to WeChat commerce. WeChat service accounts are allowed to send a message to their followers once a week.
OCheng can take customer relationship management data, look at the content people are engaging with, their purchase history, etc., and use machine learning to personalize these weekly messages. Instead of sending one message to a million people, you can send a million messages that are unique to each user every week.
Bean: The content has to be written around the products the marketer is pushing that week. But the way the messages are written and the offers that are being shown to each person are personalized through automation.
And when users write back, an AI-assisted chatbot can answer their questions. You not only have personalized content going to each user, but you can also have one-on-one conversations with WeChat users without a human, or you can have a chatbot and human working together. Read more from emarketer.com…
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