The Anvil Business Club held the second installment of its Anvil Learning Event series through a talk about the transformative power of artificial Intelligence (AI) in business on May 9, 2024 at Astoria Hotel in Pasig City.
Denise Haak, head of product design at Globe Telecom and 2023 [resident of the Digital Marketing Association of the Philippines (DMAP) was the guest speaker.
“AI can transform businesses through four key points – analytics, automation, augmentation, and acceleration.” Haak said.
She said AI goes beyond data aggregation by enabling targeted campaigns and personalized experiences, as exemplified by Netflix’s AI, which analyzes viewing patterns to suggest relevant content.
It can streamline business processes, including lead generation, helpdesk support, content management, and reporting, making operations faster and more efficient.
It also enhances customer experience by identifying key touchpoints; for instance, Starbucks uses AI to implement rewards programs, cashless payments, and in-app personalization.
AI also creates responsive, personalized campaigns as demonstrated by McDonald’s, which leveraged AI for marketing, achieving a 550-percent increase in conversions and reducing the cost per action.
Haak underscored the need for high-quality data for AI accuracy and the importance of addressing human biases.
She encouraged stringent data management and the acceptance of AI in daily operations.
