From predicting consumer behaviour to creating personalised ads, artificial intelligence (AI) is revolutionising marketing. But as AI becomes more prevalent, so does the complexity of integrating it into existing workflows. That’s why LiveRamp believes that understanding the perspectives of customers and employees around AI is crucial to making informed product decisions. With this goal in mind, LiveRamp conducted a comprehensive survey, reaching out to a diverse group of customers and employees.
The survey results were both enlightening and thought-provoking. One notable discovery was that many respondents recognised the potential benefits of AI, such as improved efficiency and enhanced customer experiences. However, they also expressed concerns such as data accuracy, privacy, and transparency in AI decision-making processes. Another key finding was that respondents that had prior experience with AI tools showed a more positive outlook on the adoption of the technology.
One of the most interesting aspects of our survey was the opportunity for respondents to submit their unfiltered thoughts on how AI could be used to enhance their user journeys. The responses shared themes around data recommendation, training and customer support, natural language searches, and more. Let’s take a closer look at five new use cases where LiveRamp can leverage AI according to our customers and employees.
Five AI use cases from customers and employees
1. Finding relevant data for marketing campaigns: AI is valued for its advantage in data discovery, quickly illuminating the most useful ways for users to uncover new insights with guidance on how that information best fits their specific needs. For example, one survey respondent said, “I could see a helpful feature being typing in a very specific set of audience parameters and getting results with different combinations of audience segments.” With this use case, marketers can input detailed audience parameters into an AI system and receive results that include various combinations of audience segments. This helps in identifying the most effective target groups for their campaigns, ultimately leading to more successful marketing strategies.
2. Complement human tech support hours with chatbot capabilities: Participants thought that having AI involved in 24/7 technical support could be helpful, ensuring that they can get help whenever they need it, regardless of time zone. “If LiveRamp has 24/7 technical support, AI would be great for that,” said a survey respondent.
AI-powered chatbots can enhance technical support by providing assistance around the clock. By integrating AI into technical support, companies can offer immediate responses to common issues, reducing wait times and improving customer satisfaction. For example, an AI chatbot can handle routine inquiries, troubleshoot basic problems, and escalate more complex issues to human agents when necessary. This continuous availability of support helps maintain smooth operations and enhances the overall user experience.
3. Improving the efficiency of marketing data analysts with natural language searches and queries: Respondents thought that resolving quick technical issues and getting pre-built scripts through AI would increase efficiency. “Provide Python and SQL template scripts to jumpstart the workflow,” commented a participant. This use case allows analysts to interact with data systems using everyday language, making it easier to extract insights without needing extensive technical knowledge. Additionally, AI can provide pre-built Python and SQL template scripts to help analysts quickly address common technical issues and streamline their workflows. These templates serve as a starting point, allowing analysts to modify and adapt them to their specific needs, thereby saving time and reducing the learning curve associated with complex data analysis tasks.
4. Decreasing human error when onboarding data files: AI could also help reduce human error during onboarding workflows. One survey respondent said, “If an uploaded file isn’t formatted correctly, AI could be used to automatically correct the uploaded file.” When onboarding data files, human errors such as incorrect formatting can lead to significant issues, including data inconsistencies and processing delays. By leveraging AI, these errors can be minimised. AI algorithms can automatically detect and correct formatting issues in uploaded files, ensuring that the data is consistent and ready for use. This not only saves time but also reduces the risk of errors that could affect downstream processes. For example, if a CSV file is missing headers or has columns in the wrong order, AI can identify these issues and make the necessary adjustments without human intervention.
5. Analysing and deciphering campaign measurement results: Helping better understand measurement results was another use case for AI. One participant shared that “having AI apply filters, create visualisations, or provide information on how to interpret numbers would help a lot.” Campaign measurement results often involve large volumes of data that can be challenging to analyse and interpret. AI can significantly enhance this process by applying advanced filters to highlight key metrics, creating visualisations to present data in an easily understandable format, and providing insights on how to interpret the numbers. For instance, AI can generate graphs and charts that show trends over time, segment data by different demographics, and offer explanations for observed patterns. This helps marketers quickly grasp the effectiveness of their campaigns and make data-driven decisions to optimise future efforts.
These findings provide insights into what our customers care about most and offer a roadmap for product managers and innovators looking to harness the power of AI. By understanding what users want and need from AI-powered solutions, we can create products that best serve them today while igniting innovation, fueling growth, and helping to shape AI for the future.
Join the conversation
If you have any thoughts on the role of AI in marketing, we would like to hear from you. Share your thoughts with us.
Learn more about our survey findings in this published paper, which is being spotlighted at the Human Interaction and Emerging Technologies Conference 2024.