How AI Gathers Valuable Consumer Insights

How AI Gathers Valuable Consumer Insights
Marketers can’t deliver relevant advertisements and messages to consumers unless they
understand their motivations and behaviors. This requires following, collecting, and analyzing
the digital trail of consumers to understand their demographics and psychology.
Artificial intelligence (AI) allows marketers to gather consumer insights and then predict the
consumer’s next action based on previous actions. AI makes predictive assumptions about
people in a company’s demographics to help the business understand the desires, motivations,
and actions of those it wishes to convert as customers.
Predicting Actions
To see how this looks in practice, assume that one group of people took three specific actions.
Thanks to AI, marketers can then accurately predict that a similar group will take the same third
step after completing the first two steps in the same manner.

This type of predictive analysis is how advertising platforms and computers create what is
known as a lookalike audience. People who have engaged with a brand previously, which likely
landed them on at least one customer list, help to provide relevant data that enables the
organization to find additional consumers who behave in a similar manner when purchasing
goods or services.
Consumers don’t like to feel like brands treat them in an impersonal manner or as part of a
large, faceless group. With AI, companies can individualize their marketing efforts to reach
more people.
Demographics
Before AI became commonplace, marketers had to rely solely on demographics. It worked at
the time, but AI provides so much more. When determining demographics, a company might
look at age, gender, and income to create a customer persona. Over the last several years,
demographics have gradually given way to psychographics. This helps companies understand
the needs, motivations, and buying behavior of their target audience much more intimately.
As an example, two people of the same age, gender, and social class working in the same career
won’t always spend their money on identical things. One might feel more comfortable with
frivolous purchases while the other is more of a hard sale because he or she is deeply invested
in saving as much money as possible.
AI makes it simple to review the behavior of a specific audience by determining individual
interests, activities, and preferred products and services. Best of all, it continually evolves as

consumers do. If your company is struggling to gain market share, not understanding your
audience could be the primary cause. Let Call Sumo show you the many benefits of
implementing AI today.