AI-Powered Marketing Capabilities to Improve Customer Experience in 2024: Insights from Acxiom’s Chief Revenue Officer

AI is revolutionizing the way brands interact with their customers, and the possibilities for improving the customer experience are endless. In 2024, we can expect to see three key AI-powered marketing capabilities that will enhance CX like never before.

1. Predictive personalization: Consumers today expect personalized interactions with brands, whether it’s through product recommendations or tailored content in advertising. AI helps brands efficiently analyze data and develop predictive analytics to anticipate customers’ needs and create customized experiences at scale. With only 13% of brands currently using predictive personalization, we can expect adoption to escalate in 2024.

2. Healthy acquisition and retention: Customer acquisition is becoming more challenging and costly, but brands can use AI to focus on acquiring, growing, and retaining relationships with high-value customers. By leveraging AI for loyalty and retention tactics, brands can super-serve their existing customers and predict who their most valuable prospects are to inform acquisition spend.

3. Proactive customer service: Automated customer service powered by AI allows brands to offer always-on support and cut costs. In 2024, we’ll see a shift from reactive to proactive customer service, where AI-powered chatbots can solve problems before customers even know they exist or make proactive suggestions to prevent issues. With only 15% of brands currently using AI-powered chatbots, there’s a significant opportunity waiting to be realized.

While AI holds immense potential for improving the customer experience, it’s essential for brands to have a strong data foundation in place. Clean, accurate data enhanced by high-quality third-party datasets is crucial for AI tools to make the best decisions. By investing in the right infrastructure and expertise, brands can harness AI’s power to build experiences around their customers’ needs and generate real long-term value.

In the next 12 months, brands will use AI to supercharge their marketing capabilities and create personalized experiences that meet their customers’ individual needs. With a strong data foundation, brands can drive real value through the next generation of AI-powered CX in 2024. The future of customer experience is AI, and brands that embrace it will undoubtedly lead the way in delivering exceptional customer experiences.