AI Use Cases 

Optimise website experience and engagement to improve online shopping cart stickiness and to maximise wallet size. Typically this works best at scale and using enabled data analytics platforms.

Optimise aggregate marketing mix and marketing spend, typically focused on digital channels

Measure and better predict the characteristics of churners to allow for preventative retention actions. Identify most effecive retention actions by segment.

Brand and category management analysis determines optimal pricing, packaging, placement, and promotional variables of individual brands and products within brands to drive overall brand and category revenues, profitability, and market share.

Automate sales text conversations through a chatbot enabling potential for simplified, high-volume sales

Personalise product recommendations and advertising to target individual consumers who are not yet customers (according to pre-defined internal data - this may not necessarily be the consumer's perspective).

Content marketing is distributing appropriate content (not necessarily advertising or sales focused) to potential consumers to ensure that they build a relationship with a brand or organisation before a sales pitch is made. Tools to automate and personalise the distribution of appropriate content to appropriate audience during their customer journey is potentially a powerful tool in the marketer's toolbox.

Use Natural Langugage Processing to analyse text fields in surveys and reviews to generate insights in to customer views, responses and sentiment.

Create content optimised to customers and consumers

Learn from, analyse, and measure PR efforts. These solutions track media activity and provide insight in to what stories have appeared where, including potentially what tractrion they have generated.

Determine and optimise the effectiveness of product or service discounts by customer segments.

Determine optimum prices especially for perishable items.

Measuring and better predicting the effectiveness of different sales and marketing techniques should lead to improved customer conversion metrics.

Write product descriptions and ads for diverse product portfolio. This is often used for online brochures, auction sites and content marketing.

Net Promoter Score is one technique to measure way of measuring the likelihood that individuals will act as advocates for a given brand - and building them up is one critical way to increase sales and reach exponentially through advocacy and referrals - but not all indivuduals have the same newtwork impact. Using AI to help identify, reach and grow these network nodes can help accelerate increasing customer growth via personal connections. Note that paid influencer networks (for example via Instagram) face ongoing challenges proving their relevance and minimising "fake follower" issues - as well as potential brand risk issues.

Delivery of personalised, individual messaging based on individual customer’s real time and historic behaviour.

Determine and optimise the channels to reach customers with certain characteristics.

Optimise manufacturing process in real time—determine where to dedicate resources to reduce bottlenecks and cycle time. This requires building clear data-led models, often with IoT input and can lead to significant savings - although getting it wrong can be disastrous.

Providing more relevant data so finance, operations, and supply chain teams can better manage factory and demand-side constraints.

Product testing and QA accelerates product quality assurance testing by optimising the tests and/or combinations of tests that cause products, components, suppliers, and contract manufacturers to fail more quickly.

With a complex modeling of the manufacturing system linked to supply chain and demand forecasts, modelling can help determine the optimum run speed and throughput

Determine whether there is attempted and likely cyber breaches that could impact sensitive data and company operations. Also follow compliance reporting regulations for breaches.

Automate categorising documents for disclosure, for example as privileged/non-privileged, flagging them as necessary inclusions, etc.

Codifying legal expertise so that it is more widely available and understandable - potentially deployed through the medium of a text chatbot. Examples might be quick advice on potential bribery and corruption (e.g. what gifts are acceptable), employment law questions or generating NDAs.

Predict the outcomes of legal disputes and proceedings based on analysis of past case records. This can be used to drive likelihood of pre-trial settlement or, indeed, case commencement decisions.
Predict the outcomes of legal disputes and proceedings based on analysis of past case records.

Using AI techniques to automatically redact text in documents - this can potentially save considerable time otherwise requiring legal staff

Ensure that a contract does not contain hidden obligations, liabilities or other legal exposure. And also ensure compliance with increasingly complex and every changing regulations, such as IFRS.

Electronic discovery (also called e-discovery or ediscovery) is when data is sought, located, secured, and searched on a digital device or source with the intent of using it as evidence in a civil or criminal legal case. AI support can enhance this process.

Automate contract reviewing spotting errors, omissions and risks.

AI tools guide lawyers in analysing large IP portfolios and drawing insights from the content especially to protect against infringement. The acceleration of patent searches enables legal focus on the critical issues.