AI is currently often used as a tool to support creative processes – for example in the creation of images, texts and videos. However, this technology could also take on significantly more complex, repetitive tasks and thus relieve the burden on humans. In the field of communication and marketing in particular, AI opens up completely new opportunities for companies to address their target groups precisely and efficiently. A key advantage of AI is that it recognizes specific interests and meets individual needs and preferences in a targeted manner.

But how exactly does AI manage to adapt to different customer segments? In this article, we shed light on the strategies that companies use to address their target groups in a targeted manner with the help of AI and thus ensure long-term success.

Target group analysis with the help of AI

The basis of any successful targeted approach is an understanding of the target group. In the past, target groups were often segmented on the basis of rough demographic data, which resulted in a certain degree of inaccuracy. Today, AI enables a far more differentiated and detailed analysis.

Through machine learning and the analysis of large amounts of data, AI can provide deeper insights into the behavior, preferences and needs of individual customer segments. Tools such as predictive analytics help to predict future behavior by analyzing historical data and identifying patterns. This creates the basis for a targeted approach based on individual preferences.

“AI has changed the way we identify and approach potential customers by allowing us to identify target groups more quickly and accurately. We can use this information to target the right campaigns at the right time. The effectiveness of the approach increases,” reports Nils Gebel, Head of Sales Energy, Telecom & Mobility at coeo.

Personalization through AI: individual approach for each segment

A central function of AI in marketing is the ability to personalize. Today, customer segments can not only be roughly differentiated by age, gender or income, but also by behavior, interests and digital interactions. AI makes it possible to recognize these subtleties and create content or offers that are precisely tailored to the interests of individual groups

“This applies not only to customer contact or customer service, but above all to personalization. Algorithms can analyze customer data and assign relevant benefits. The AI can then create tailored offers and benefits, which shows customers even more appreciation and rounds off the shopping experience,” explains Julia Antkowiak, Product Owner Mobile at fashion and lifestyle company Breuninger

Automatisierte Kommunikation und Chatbots: Echtzeit-Interaktionen auf die Bedürfnisse der Kunden abstimmen

AI-supported communication tools such as chatbots are another example of how companies can better address their target groups. These technologies are able to adapt to the needs of customers in real time during the interaction.
Lena Büker, CEO of the online platform ehorses.com, uses them for her company and explains enthusiastically in an interview: “They are available around the clock and provide quick, precise answers to frequently asked questions, which significantly improves the user experience.”

A chatbot that is integrated into a customer service system can use machine learning and natural language processing (NLP) to not only answer simple questions, but also respond to more complex concerns in a contextualized manner. The more a chatbot interacts with different customer groups, the better it gets at recognizing and responding to the expectations of each segment. This type of automated, personalized communication not only ensures greater customer satisfaction, but also saves the company valuable resources.

coeo also uses a generative AI solution – coeo’s in-house development “cAI” – as Melanie Ropertz, Client & Project Manager at coeo, reports:

“My clients recognize that the requests from their customers – our debtors – can thus be processed quickly and effectively, which is also reflected in an increase in the recovery rate. This in turn increases customer satisfaction. Our clients already perceive us as a driver of innovation.”

The future of AI in marketing will be even more dynamic. As technology advances and data becomes more readily available, personalization will become more refined, allowing companies to reach their target audiences even better. Now is the time to use AI as a strategic tool to stand out from the competition and take customer loyalty to the next level. Those who seize the opportunities offered by AI early on will secure decisive competitive advantages in an increasingly data-driven world.

© Coverimage: Dream Big Studios / stock.adobe.com