Using AI to Adjust Your Marketing and Sales in a Volatile World

Why are some firms better and faster than others at adapting their use of customer data to respond to changing or uncertain marketing conditions? A common thread across faster-acting firms is the use of AI models to predict outcomes at various stages of the customer journey. These firms are using AI to predict which customers are likely to churn, while their competitors react after the customers have already left. And when their predictions go off track because of external changes or market conditions, they use that feedback to quickly reorient and redirect their marketing and sales efforts. Using AI models to predict customer response has translated, in effect, to designing and running a large number of digital experiments that helped these firms respond to market changes faster than firms not using those tools. And while AI tools are far from infallible, they could reshape how we make decisions in functions such as marketing and sales and maintain a competitive advantage.