TABLE 1

AI in Advertising along the Consumer Journey

Need/Want RecognitionInitial ConsiderationActive EvaluationPurchase DecisionPost-Purchase Behavior
AI applications in advertisingRich consumer profiles
Examples:

  • Pinterest

  • Asko

AI-enabled search results, ad targeting
Predictive modeling (potential customer)
Example:

  • Zendesk

Predictive lead scoring
Content curation
Emotion AI
Examples:

  • Asos

  • Kellogg's

“Intelligent” purchasing
Dynamic pricing
Ad retargeting
Examples:

  • Staples

  • Amazon

  • Tumi

Chatbots in consumer support
Propensity modelling
1:1 dynamic CRM
Content creation
Examples:

  • Autodesk

  • Wordsmith

Traditional advertising tasksBuild consumer profile and understand needs and wantsCommunicate value propositionFacilitate information accessSubstantiate benefit, inform about and incentivize purchaseManage customer relationship, facilitate brand engagement and loyalty
Advertising objectiveDetect and manifest needs and wantsTarget and reach consumerGain trust and persuade consumerAchieve commitment and convert consumer to customerDelight and inspire
Consumer activityDiscover needs and wantsSeek possible solutionsLearn and refine choicesAssess value and commitEvaluate and respond