BXP - January/February 2018 - 29

29

"The next phase of innovation in voice control will be in using

PERSADO'S PARTNERSHIP WITH HUMANA
RESULTED IN AN ADDITIONAL 73%
INCREASE ON CLICK R ATES.

data to understand how to respond differently to individuals
who have different preferences and behaviors," he says. "Using
the right emotions in messaging is just as important if the
message is delivered digitally or verbally. This will be a key
driver of an enhanced customer experience."

machine to form a seamless relationship across mediums, all

Customer data combined with machine learning and AI is also a

while prioritizing their audience's needs and giving 'heart,'"

powerful recipe for brands to improve the customer experience.

Stark says.

By leveraging deep learning algorithms to create an emotional
profile for individual customers based on previous campaigns,

Goldberg remarks that natural language interfaces are an

then generating the corresponding language to personalize the

important user interface trend, as all the digital interfaces

message, Dale explains, Persado enabled Humana "to harness

evolve from very explicit experiences to implicit ones.

the power of emotionally charged content and drive down

"However, we don't anticipate that voice will become a primary

operating costs" on its leading prescription delivery service. The

shopping interface," he says. "Most purchases require too many

results of the campaign included an additional 73% increase on

attributes (size, color, etc.) to be super convenient to order via

Click Rates, saving Humana an estimated $1.5 million annually in

voice."

call center costs."

For instance, "Alexa, order a Matilda Silk Tunic Dress, color

RISE OF THE BOTS

Shiraz Fish Clip Chiffon, in size small, from Lilly Pulitzer" is not

Another big trend amongst brands is to look to chatbots for

a sentence a consumer is ever likely to utter. Rather, voice will

everything from sales to customer service and engagement.

become an important interface for managing and modifying

Bots are being utilized from everyone from Amazon to

existing replenishment orders.

American Express, with brands employing them to enable
consumers to do a wide variety of tasks easily, efficiently, and

Voice-powered systems are being explored for fashion, though.

cost-effectively.

Amazon's Echo Look enables users to take full-length photos
and video of their daily looks using just their voices. Aspiring

For example, leading up to the most recent Black Friday, Saks

fashionistas can also tap into the device's Style Check service

Fifth Avenue released a new bot for Facebook Messenger that

that combines machine learning algorithms with advice from

asked shoppers several questions about the person they were

fashion specialists

looking to buy for, including favorite drinks and vacation spots,
and suggested relevant gifts; Louis Vuitton recently launched a

AI-based assistants and natural language interfaces will also be

bot that advised shoppers on the brand's full line of products,

increasingly important for customer service, and pre-purchase

as well as offering suggestions on specific items; and the David

product research.

Yurman Gifting Bot allowed customers to shop gift guides
using Messenger and select gifts for loved ones.

Dale says that there has been a lot of time and energy spent in
getting Alexa and other voice control systems to understand

The power of AI seems to be getting stronger every day

what people say, but there has been very little effort spent in

and brands who keep up with the latest advancements

optimizing the response that will most effectively reach each

will experience the benefits in both sales and customer

individual.

engagement. x

BXPMAGAZINE.COM


http://bxmagazine.com

Table of Contents for the Digital Edition of BXP - January/February 2018

Bxp - January/february 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: From Everyd Ay to Extraordinary
Beer Brand Gets Rebrand
The Rise of Ai
Makeover Challenge
The Debate
The Toolbox: Active and Intelligent Packaging
Index of Advertisers
The List
BXP - January/February 2018 - Intro
BXP - January/February 2018 - Bxp - January/february 2018
BXP - January/February 2018 - Cover2
BXP - January/February 2018 - 1
BXP - January/February 2018 - Contents
BXP - January/February 2018 - 3
BXP - January/February 2018 - 4
BXP - January/February 2018 - 5
BXP - January/February 2018 - Editor’s Letter
BXP - January/February 2018 - 7
BXP - January/February 2018 - The Scene
BXP - January/February 2018 - 9
BXP - January/February 2018 - Chief Experience Officer Series: From Everyd Ay to Extraordinary
BXP - January/February 2018 - 11
BXP - January/February 2018 - 12
BXP - January/February 2018 - 13
BXP - January/February 2018 - 14
BXP - January/February 2018 - 15
BXP - January/February 2018 - 16
BXP - January/February 2018 - 17
BXP - January/February 2018 - Beer Brand Gets Rebrand
BXP - January/February 2018 - 19
BXP - January/February 2018 - 20
BXP - January/February 2018 - 21
BXP - January/February 2018 - The Rise of Ai
BXP - January/February 2018 - 23
BXP - January/February 2018 - 24
BXP - January/February 2018 - 25
BXP - January/February 2018 - 26
BXP - January/February 2018 - 27
BXP - January/February 2018 - 28
BXP - January/February 2018 - 29
BXP - January/February 2018 - 30
BXP - January/February 2018 - 31
BXP - January/February 2018 - 32
BXP - January/February 2018 - 33
BXP - January/February 2018 - Makeover Challenge
BXP - January/February 2018 - 35
BXP - January/February 2018 - 36
BXP - January/February 2018 - 37
BXP - January/February 2018 - 38
BXP - January/February 2018 - 39
BXP - January/February 2018 - 40
BXP - January/February 2018 - 41
BXP - January/February 2018 - 42
BXP - January/February 2018 - 43
BXP - January/February 2018 - 44
BXP - January/February 2018 - 45
BXP - January/February 2018 - 46
BXP - January/February 2018 - 47
BXP - January/February 2018 - The Debate
BXP - January/February 2018 - 49
BXP - January/February 2018 - 50
BXP - January/February 2018 - 51
BXP - January/February 2018 - The Toolbox: Active and Intelligent Packaging
BXP - January/February 2018 - 53
BXP - January/February 2018 - 54
BXP - January/February 2018 - Index of Advertisers
BXP - January/February 2018 - The List
BXP - January/February 2018 - Cover3
BXP - January/February 2018 - Cover4
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