When it comes to personalization in mobile marketing, there are a multitude of approaches. But a couple that we’ve been paying attention to recently involve artificial intelligence (AI) and augmented reality (AR). Let’s look at how some brands are leveraging these up-and-coming technologies to better engage their mobile audiences.
Using Your Mobile Behavior, Google is Making Your Phone More Useful
Did you know that your Android device is getting smarter every day? Google is using data about consumer behavior on mobile devices to continually enhance the experience. Right now, Google pays attention to what you’re searching for to provide news stories you might like. At the annual I/O developer conference, Google also talked about how it will leverage AI in its next Android mobile operating system to learn how people use their phones to make calls, schedule their day, listen to music, book tickets, and read news.
Google is smart: it knows that continually providing more value to its audience makes it indispensable to the millions of people who use its products.
Gymboree Makes People Smile with AR
Technology doesn’t always have to make users more productive; children’s apparel retailer Gymboree simply seeks to entertain users of its interactive mobile app called “Make You Smile.” Using augmented reality, the app brings its line of graphic tees to life, as well as includes a Smile Generator that creates animated emojis.
Additionally, the app links to Gymboree’s "Surprize Surprize Sweepstakes" instant-win experience. By creating an engaging app that parents and kids want to play with, as well as adding in a sweepstakes component, Gymboree has succeeded at connecting with its audience in a fun way.
Bank of America Introduces Erica, the AI Assistant
Even banks are getting in on the artificial intelligence bandwagon, and Bank of America is leading the pack. The bank recently announced that Erica, its virtual assistant powered by AI, is now being used by over 1 million users within two months of a phased rollout.
Erica does what any good customer service agent would: she helps customers find transactions, get account balances, and send money to people using Zelle. Because she’s available via text, talking, or tapping options on a phone, customers can connect with Erica the way they prefer to.
Bank of America plans to roll out new features on Erica, including digital wallet tools and mobile enrollment in the bank’s rewards program. By providing value with common functions banking customers need, Bank of America is cutting down on customer service costs while increasing productivity.
Google Helps Brands Personalize Their Offerings
In addition to providing personalized content on Android devices, Google is also planning to help other brands connect with consumers, especially with food ordering. Using Google Assistant, mobile users will be able to order Starbucks or food delivery using their voice. For brands who don’t have the resources to invest in an automated booking system (and that’s 60% of small businesses), this AI feature could be one worth leveraging.
Google understands the power of providing these services to smaller businesses who can’t afford to invest in developing themselves. By partnering with these brands, Google helps them do even more in personalizing the mobile experience.
Amazon Lets Shoppers See What That Chair Looks Like in the Den
Many people who don’t shop for larger items like furniture online prefer to touch and see the product in person. But Amazon is determined to change that with its augmented reality component built into its shopping app.
Shoppers can take a photo with an overlay of a product they’re considering to see what it would look like in a given space in their homes. Presumably, doing so would cut down on returns (they don’t have to see the chair in person to see that it clashes with the curtains) and give people more reason to shop with the online retailer.
Not only is AR View fun to play with, but it’s also useful. Amazon knows that usefulness is key to getting lifelong customers.
We’re only seeing the start of clever ways to incorporate augmented reality and artificial intelligence in mobile marketing. How will you use it to connect to your audience?