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Photo: "Personalised product recommendation at POS based on persona recognition for Pernod Ricard" / Credit & Source: © Sensape
With the increasing digital possibilities, artificial intelligence is also becoming more and more important for marketing. If you make use of certain technologies, personalised advertising, product suggestions and suitable purchase incentives become possible. This works through automated persona recognition.
A persona includes various characteristics such as age and gender of a person, which the artificial intelligence can recognise via camera. The artificial intelligence has previously learned these on the basis of images and data until it can guarantee correct recognition in over 95% of cases.
Artificial intelligence in marketing
The collection of characteristics of the target group in the pre-campaign phase is a common practice in order to find out who can best be addressed as well as how to reach them. Artificial intelligence shows the campaign or certain products exclusively to the right target group. This reduces wastage and makes the campaign more budget-efficient and increases sales, as the reach is increased in exactly the right environment.
3 successful examples of artificial intelligence in marketing
Personal product recommendation at the POS by Pernod Ricard
In 2020, the beverage manufacturer Pernod Ricard launched its sales in a supermarket chain directly at the point of sale by using augmented reality and intelligent product recommendation. Based on external characteristics, suitable drinks and recipes were recommended. The interaction with the AR world also increased the purchase probability.
Learn more about the project here →
Persona-specific advertising at the university campus in Ecuador
On the campus of the university in Guayaquil, Ecuador, a 6-metre high "Smart Totem" recognises the age and gender of passers-by and displays suitable advertising banners. In an AR world, 3D face elements can also be used to take souvenir photos with the corresponding advertising banner.
Learn more about the project here →
Matching prizes on the virtual wheel of fortune in the ECE shopping centre
In a shopping centre in Hamburg, a virtual wheel of fortune plays out prizes matching the person, which can then be redeemed in the participating shops. Customers can turn the wheel by gesture control and receive targeted discounts and purchase incentives.
