How AI is helping Under Armour, Air Canada and Barclays to drive behaviour

This event report describes how a number of brands are using artificial intelligence to understand emotions and generate appropriate messages that help to nudge the customer along the purchase journey.

Artificial intelligence can not only predict consumer behaviour but begin to understand and influence it in ways that win business for brands, the International Conference on Online Media Measurement (I-COM) 2017 heard.

Brands as diverse as banks, airlines and performance sportswear are using AI to process vast amounts of data, not only to help them target their ideal consumer, but also to help generate the messages that will push the right emotional buttons to drive a sale.

Yannis Kotziagkiaouridis, global chief analytics officer at Wunderman, described the complexity of human decision-making, and why AI was useful in decoding it. Humans...

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