The Power of Human-Guided AI in Marketing

Dec 15, 2023

In today’s rapidly evolving digital landscape, companies are constantly seeking innovative ways to engage and retain customers. Artificial Intelligence (AI) has undoubtedly revolutionized the world, and marketing is no exception. However, in a landscape where personal connection and individual experiences, and measurable impact hold paramount importance, the significance of human input remains as crucial as ever. This is where Human-Guided AI, a blend of AI’s efficiency with the discernment of human judgment, comes into play.



Understanding Human-Guided AI

In the realm of AI, Kobie takes a unique approach of Human-Guided AI. This isn’t just about automating tasks, but rather empowering humans to make more informed decisions by leveraging AI’s data processing capabilities. Unlike many off-the-shelf AI products, this approach integrates human input, marrying AI’s speed and precision with human domain expertise. Nate Jermain, a Senior Data Scientist for Kobie, explains that “Human Guided AI provides our clients with the ability to employ machine learning and AI technology paired with loyalty-specific human industry knowledge. This allows the client to have the best of both worlds from AI and human-based decisioning.”

Our method merges machine analytics with human insight. Machine learning algorithms are fine-tuned by seasoned data-scientists, well-versed in vertical-specific customer behavior and loyalty program dynamics. This approach empowers us to make informed decisions based on our extensive loyalty experience.

The result? An effective, efficient way to process vast volumes of data, minimizing errors while maximizing outcomes for our clients. At Kobie, we’re not just using AI, we’re guiding it, redefining the industry landscape and leading the way in loyalty solutions.

Kobie offers Human Guided AI through key disciplines of automation, inference, and forecasting. Automation allows complicated or time-consuming tasks to be completed by machines rather than humans, enabling efficiency at scale, AI-based inference tools help us understand how our decisions impact our customers and optimize those effects over time. To enable a proactive, rather than reactive approach to business decisioning, Kobie applies AI-based forecasting to enable us understand where we are going. “AI helps us continuously improve what we offer, with the same human resources,” clarifies Jermain. “Without AI or machine learning, clients may be limited in their efficiency to drive the business outcomes they’re looking for and AI can help ensure that business decisions are made on objective, rather than subjective information.”


Importance of Human-Guided AI in Loyalty Marketing

In the world of loyalty marketing, the application of Human-Guided AI is transforming how brands engage with their customers. AI has revolutionized marketing, bringing efficiency and precision to new heights. But marketing is fundamentally about human connection, and that’s where Human-Guided AI shines. It enables brands to design personalized loyalty programs that resonate with individual customers’ preferences and behaviors and has also brought forth unprecedented levels of efficiency and precision. However, marketing, at its core, is about connecting with people making the human touch in decision-making indispensable.

Human-Guided AI bridges this gap by harnessing the power of AI to provide data-driven insights and predictions while allowing marketers to apply their industry knowledge, intuition, and empathetic understanding of customers. This synergy of AI and human insight elevates customer experiences, ensuring that interactions are not only efficient but also personalized, relevant, and meaningful. A study by Salesforce found that marketers using AI have seen a 52% increase in customer engagement.

AI can help marketers create more relevant and personalized content by analyzing data and predicting consumer behavior. For instance, Netflix uses AI to personalized movie recommendations, while Amazon utilizes it to suggest products based on users’ previous browsing and purchasing history. The ability to predict customer behavior and personalizing offerings accordingly has the potential to transform the customer experience, leading to increased customer satisfaction and loyalty. This ultimately drives sales and boosts profitability – a win-win situation for both businesses and consumers.

With AI’s ability to analyze vast amounts of customer data, coupled with human input, brands can generate targeted offers and recommendations that are likely to hit the mark. The involvement of human judgment means that these marketing strategies are not only data-driven but also ethical, sensitive, and customer-centric. As a result, brands utilizing this marriage of tech and human strategy can build stronger relationships with their customers, fostering trust and loyalty.

Kobie’s data scientists work hand-in-hand with AI to enhance loyalty offerings with our predictive modeling, forecasting, and segmentation capabilities. When you couple AI with Kobie’s award-winning strategy and technology you have an optimal fusion of expertise and innovation.

Kobie’s work with a Canadian Retail Pharmacy employs a machine learning powered system to provide their loyalty customers with personalized product-specific offers based on their individual preferences. “Tailoring AI tools to each client’s specific needs is a priority for us, as every client’s customers are different,” explains Jermain, “we’re not just using AI, we’re guiding it, making meaningful connections, and driving enterprise value through loyalty.”

Through AI and strategy, we’ve identified other brands that customers might want to purchase as potential acquisition offers. The product of this collaboration is an AI-driven campaign strategy that sends monthly promotions to customers based on their past purchase behavior balancing the often-competing objectives of driving relevancy and acquisition in an automated way.

A key challenge in marketing is effectively measuring the impact of marketing efforts on customer behavior. By pairing our AI technology with loyalty data experts and data scientists, we can use machine learning techniques that enable our clients to directly attribute causation to their marketing efforts. “We can separate the signal from the noise and support our clients to make decisions on the signal that matters to them,” says Jermain. “It’s easy for off-the-shelf AI tools to return wildly incorrect impact measurements; that is why we are so focused on human guidance in AI implementation. Accuracy is paramount.”


Future of Human-Guided AI

Looking ahead, advancements in AI technology are set to further enhance the capabilities of Human-Guided AI. However, as we tread into the future, the importance of human oversight becomes even more critical. While AI can provide data-driven insights, humans are still needed to navigate the nuances of ethical considerations, contextual interpretations, and creative strategy development. AI can sift through mountains of data, but it lacks the human ability to understand the context and make moral judgements. As such, it can sometimes lead to unintended consequences if not properly supervised and guided by human intelligence.

Autonomous systems capable of making real-time decisions will revolutionize how brands engage with customers at every touchpoint. Predictive analytics combined with recommendation systems will anticipate customer needs before they arise, allowing brands to deliver personalized offers that truly resonate, but the ethical implications of AI in this context are significant and multi-faceted. For instance, while AI can help companies to personalize their marketing efforts, there is a fine line between personalization and intrusion. Data privacy is a major concern in today’s digital age, and businesses must ensure they use customer data responsibly and transparently, respecting individual preferences and adhering to regulations.

However, it is crucial for brands to remember that behind all this technological innovation lies a human touch – the expertise of marketers who guide these AI systems towards success. By embracing Human Guided AI as a powerful tool in their arsenal, brands can elevate their loyalty programs to new heights and create lasting connections with their customers.

Human-Guided AI is not just a buzzword; it is a game-changer in the marketing landscape. As we shape the future of marketing, the power of Human-Guided AI lies not in replacing humans but in augmenting human intelligence. By combining the strengths of AI with the unique value of human insight and judgment, marketers can create strategies that are not only effective and efficient but also resonate on a personal level with their customers. The result? Marketing strategies that truly connect, engage, and build loyalty.

So, if you’re ready to unlock the potential of Human Guided AI in your loyalty marketing strategy, remember that the future is here, and it’s waiting for you to harness its power. Embrace this revolution and partner with Kobie to watch your brand soar above the competition.

Contact us to learn more.