Twilio Predicts How AI And ML Affect The Marketing Future

Twilio's findings about the benefits of AI and ML in the marketing sector (photo: Twilio)

JAKARTA - Twilio, a platform that provides toolcustomer engagement, shares views on trends that are expected to affect marketing and interaction strategies with customers in Indonesia and in the Asia Pacific in 2024.

Twilio says that technologies such as artificial intelligence (AI) and machine learning (ML), especially, will be more relied on to helpbrand set market segmentation and create more focused and effective content.

Currently, business organizations, in Indonesia and in the Asia Pacific region in general, are racing to provide a better customer interaction experience. Their priority is to create more personal experiences on a large scale as well as more intuitive user interfaces.

In this case, the integration of AI and ML will play an important role. Data from IDC states that 60 percent of Asia's 2,000 largest companies will shift the budget for the creation of customer experience towards the use of generative AI, and gradually abolish the use of old-generation software until 2027.

Through an analysis of individual customer data, Twilio said that AI/ML can create messages, emails, or even product recommendations specifically and be adjusted to each customer's profile, so that they are more personalized.

In addition, AI's ability to extract valuable information and predict customer needs, preferences, and behavior will allow marketers to launch highly directed marketing campaigns.

In this case, the advantages of AI algorithms in processing data are very large to identify even faint patterns and segments, marketers can develop more effective customer segmentation strategies.