Personalization

Personalization is the highest score i attained, 36%, when i did the test in AI Marketing institute. That is because, i strongly believe that all these case studies has not been properly used by Sennheiser and taking advantage of these personaliztaion techniques can enhance user experience greatly.

Create Immersive Augmented Reality (AR) and VR Experiences

Some people say Digital is the future. I say digital is now. AR & VR is the future. Augmented and Virtual reality is one-step above digital infrastructures. It plays with the visual dimensions of the human mind (3D instead of generic 2D), creating a realistic and immersive experience.

Since VR & AR itself is relatively new, only booming in the consumer marketing from 2015 onward, joining it with Artificial Intelligence is an extra hurdle or a challenge that can be posed to marketeers like us. The cost is going to be tremendously high for brands like Sennheiser to integrate it in their Marketing Strategy and the Vendors are very limited.

Even Marketing AI Institute itself was unable to suggest a vendor that uses AI to create AR & VR experiences. Thus, i did some research.

From the Research i understood one point:

ARTIFICIAL INTELLIGENCE IS NOT USED TO CREATE AR OR VR. AI IS USED TO MAKE AR & VR MORE INTELLIGENT.

How does AI make AR & VR more intelligent? lets relate it to Sennhesier:

Sennheiser’s latest product that they want to market is the Sennheiser Momentum True Wireless 2.

Problem – Due to Covid 19 CB period, retails outlets are to be closed and potential customers CANNOT try on or see the Momentum True Wireless 2 in real life. What can sennheiser do?

Solution – Create an App that compromises AR and AI to help visualize potential customers who the Momentum True Wireless 2 earbuds will look when it is in their hands, holding it, laying on the table, in their ears etc.

AR only helps in making the earbuds appear. AI is the one that identifies the environment of the potential users, their face, their ears and where the virtual earbuds should position itself in REAL-TIME. Thus, AI will help make the Sennheiser’s AR App more intelligent and immersive.

I have tried my best and done a mock-up for Sennheiser using After effects & this Vendor called ZapWorks. The Mock-up has been exported in Video, thus a YouTube video is available below for viewing.

Based on my research, ZapWorks is a robust AR toolkit that pushes the boundaries of creativity and storytelling. Using the ZapWorks, we can rapidly build, publish, analyze and scale immersive AR experiences.

Predictive Product Recommendations

This is a very famous tactic that is almost fully utilized by all the large corporations today. Small-time organisations also use this method of recommending products to potential customers, but they just do it based on simple coding and do not have the budget to integrate AI into it.

Integrating Artificial Intelligence, creates PREDICTIVE product recommendations. This means that the AI scans through customer data and then recommends product according to it. What are some of the customer data that the AI needs? :

• Customer Profiles: Demographic data and other information about the customer’s most probable interests. (This can be attained from the Production Stage using AI too for Sennheiser)

• Transactional Information: Files which include historical customer data such as spending habits and past sales that have convinced the customer to spend money. This also includes digital shopping cart data such as lists of items checked out together and any items left in the cart unpaid for.

• Site Traffic Data: Information about the customer’s journey through the eCommerce website and which items they browsed over before checking out. (Personalized Consumer Decision Journey)

One Famous Application that uses AI, via Machine Learning for Predictive Recommendations is: NETFLIX

• 

• 

• 

• 

Applying it to Sennheiser

Senneheiser can effectively use this in their ONLINE STORES @ https://singapore.sennheiser.com/ This can lead to more conversion and sales for Sennheiser. The Vendor that Marketing Institute AI provided was null as their website did not load. Thus, i did some own research and found out a vendor.

That Vendor that provides this service is Barilliance

Founded in 2009, Barilliance is one of the first companies to recognize the importance of personalization in eCommerce.  

Barilliance offers retailers powerful machine learning capabilities.

They use AI, Machine Learning instead of just standard formatted coding, to RECOMMEND PRODUCTS to potential customers. Machine learning is an application of artificial intelligence (AI) that provides systems the ability to automatically learn and improve from experience without being explicitly programmed. Machine learning focuses on the development of computer programs that can access data and use it to learn for themselves.

The process of learning begins with observations or data, such as examples, direct experience, or instruction, in order to look for patterns in data and make better decisions in the future based on the examples that we provide. The primary aim is to allow the computers learn automatically without human intervention or assistance and adjust actions accordingly.

Unfortunately, to try this vendor out, i needed to request demo. Thus, i did a mock-up of what the end-results might look like for Sennheiser if they used this vendor.

VS

From the above mock-up you can see that if an individual is browsing and looking for In-Ear Headphones like Earbuds and looks at the Momentum True Wireless 2 product landing page, the AI will observe this behavior, UNDERSTAND that this SPECIFIC human being is looking for in-ear headphones and then scan through all of sennheiser’s product & FETCH suitable in-ear headphone products and display it as “Recommendations” by saying “You May Also Like” in a personable language. All this within seconds.

That is the POWER OF AI. In my honest opinion, this can tremendously impact the sales results of Sennheiser from its ONLINE store. Nowadays, in this digital world, customers who shop online want to feel like the business they are shopping from actually cares about them and the quality of their shopping experience. Thus, they are more willing to be receptive to product recommendations.

With a Automated Machine Learning tool like Barilliance, product recommendations that Sennheiser may offer can be so spot on to their interests and needs, that they will immediately add the recommended product into their basket and check-out.