AI-based marketing tools are not one-size-fits-all. While Adore Me and luggage retailer Tumi take a hands-off approach that lets the algorithm do the heavy lifting others, such as women’s fitness apparel retailer Sweaty Betty, prefer to use the technology’s insights to help inform their human-based marketing decisions.
That reflects the nature of the technology, says Joe Stanhope, vice president and principal analyst at Forrester. “AI isn’t a product in of itself; it’s a technology that’s embedded in existing capabilities,” he says.
This article will explore artificial-intelligence powered marketing tactics of three retailers:
Lingerie retailer Adore Me’s hands-off AI-powered campaigns have produced a number of benefits, including a rise in sales.
Sweaty Betty takes a less hands-off approach but still uses AI marketing better understand its customers’ path to purchase (or not purchase).
Luggage retailer Tumi leverages AI marketing to target specific customers looking for specific things rather than sending a mass marketing message to everyone.
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