How to future-proof customer engagement strategies via AI: SEA marketing leaders impart insights on how to execute it properly

Teddy Cambosa - August 8, 2023

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Manila, Philippines – Businesses of today are increasingly recognising the paramount significance of customer engagement for sustainable success. In this pursuit, the integration of Artificial Intelligence (AI) tools has emerged as a game-changer. Leveraging AI’s power to comprehend and anticipate customer behaviour, preferences, and needs, companies can forge deeper connections with their consumers, delivering personalised experiences and fostering lasting loyalty.

Moreover, as customer expectations continue to evolve, harnessing AI tools to boost customer engagement is not just a competitive advantage but a necessity for businesses to thrive in the digital age.

This is what Sarah Chan, regional account executive at Braze, has pointed out. According to her, despite about 64% of marketers believing that AI adoption will be critical to establishing a competitive advantage, only 27% of marketers have deployed AI/ML in an active customer engagement strategy.

For her, there are three key steps marketers should take note of: (1) be more efficient in terms of spending more time driving strategy by leveraging generative AI for content assistance, (2) supercharge personalisation by means of tailoring content to each customer based on their unique preferences and behaviours, and (3) optimise conversions by automatically testing any campaign for the best-performing version.

Meanwhile, marketing leaders Greg Anonas, international wine and food marketing director at Emperador Distillers; Francis John Chua, marketing director, head of digital sales channels at Globe Telecom; and Albet Buddahim, chief marketing officer at PRIMER Group of Companies also provided their industry insights on how to deliver personalised and targeted marketing campaigns at scale using AI. 

The marketing leaders, representing their own industries, also shared their advice on how marketers can properly utilise these AI tools to their advantage and use it to assist them in conceptualising and executing their campaigns at the most optimal time and place.

All in all, the webinar laid out the foundations and key insights for marketers to be able to utilise AI tools to improve their own customer engagement strategies, as well as demystify the purported complexity of these tools for marketing strategies.

The webinar, titled The Future of Customer Engagement: Harnessing the Power of AI is made in partnership with customer engagement platform Braze.

If you missed going to the event, you may register HERE to obtain your on-demand access.