How Machine Learning is Helping Brands Create Insight-Led Customer Experiences

This essay discusses the use of machine learning and AI technology in helping brands create insight-led customer experiences. It highlights the definition of machine learning and its role in enhancing customer satisfaction. The essay also provides a case study of Rimmel, a British cosmetic brand, and its use of AI technology to fight against beauty cyberbullying and offer customised experiences to its customers.

Essay

Table of Contents
Introduction .....................................................................................................................................1
Main body........................................................................................................................................1
Conclusion ......................................................................................................................................3
References ......................................................................................................................................4

Introduction
Machine learning is the kind of artificial intelligence that provide the software application
to become accurate at predicting results without being programmed to do so. The machine
learning allows the organisation to derived useful insights from raw data in order to resolve the
complex problem. For this essay Rimmel is taken into consideration. It is a British international
cosmetic brand, founded in 1834 by Eugene Rimmel. This essay highlights description of
machine learning. Also how machine learning helping brand to create insight led customer is also
highlighted.
Main body
The term machine learning is defined as kind of artificial intelligence that provide the
software application to be more authentic and clear in determining the outcomes without being
programmed to do so (How Customer-Centric Marketers Use Machine Learning, 2020). The
machine learning algorithms utilises past data as input in order to determine new output values.
The machine learning is an application of artificial intelligence that offers system the power to
automatically learn and enhance from the experiences without any human intervention. The main
aim of machine learning is to enable them to learn automatically so that they can effectively react
on the basis of data given to them. The customers services is no longer just the domain of human
beings. The growing use of machine along with the simulated human intelligence are effectively
used by the business organisation in order to offer quality services to the customers and enhance
their satisfaction level effectively. The machine learning algorithms is a set procedure that allows
the model to respond to the data or information given to it. It defines how information needed to
be transformed from input to output .
The machine learning plays an essential role in helping brands to smoothly and
effectively carry out their task and achieve desired goals and objectives. It also help them to
attract large number of customers leading them to enhance their overall performance and gain
competitive advantage in the marketplace. The machine learning helps marketer to determine
specific goals and objectives, using models to understand particular data that can be considered
to test and measure the goals. The use of machine learning helps the brands to directly connect
with their target customers through quickly sort through large amount of data. AI enable brands
to analyse data, determine patterns and make predictions, this will allows the marketing manager
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to get time for being innovative and creative as well as develop strategies leading them to
directly connect with their target customers effectively. Marketing department of big brands
stores huge data in order to make relevant decisions, but clear marketing strategy becomes
difficult to define due to disorganised customers information and huge data. Machine learning
and AI helps marketing manager to enhance the performance of brands and target right kind of
customers. With growing consumers expectations for more personalised, applicable and assistive
experience, machine learning helps the business organisation to meet those demands. It allows
the marketing manager to create smarter customers segmentation, offer more creative campaigns,
and measure the performance more effectively and efficiently. It is analysed that around more
than 85% of business executive believe that AI or machine learning will lead their business to
gain competitive advantage in the marketplace and enhance their overall performance .
Machine learning is a method to effectively label and determine huge data sets, it can be
done the person but machine learning allows the brands to do it faster and on an bigger scale.
Around 66% of the marketing leader believes that automation and machine learning allows them
to focus more the their strategic marketing activities as well on their target customers. The
machine learning helps the brand to gain competitive advantage in the marketplace and enhance
their overall performance through allowing the business to identify and determine the most
valuable customers which which will allows the brands to enhance their profitability and
productivity. Another advantage of the machine learning is that it helps brands or the marketing
manager to develop custom creative. The machine learning allows the brand to offer unique and
tailored creative to customers. Machine learning also helps the brands to find the rights
customers more effectively .
The famous brand are moving towards the use of machine learning and AI technology in
order to smoothly carry out their operations and directly connect with their target customers. The
brand Rimmel helping their customers to find new product and services as per their requirement,
also directly interacting and connecting with them helps in creating effective insight-led
customers experience for them. Rimmel offers customer's centric approach in order to satisfy the
needs and wants of their customer's (Rimmel’s fights cyberbullying with AI driven-tool, 2018).
Currently Rimmel is focused to fight against beauty cyberbullying using new online medium
driven through the Artificial Intelligence called cyber-smile assistant. The objective is develop
safe place for the ones being bullied for their appearance by negative and hate comments on
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various social media platforms . This AI tool will allows them to share their experience and offer
relevant solutions, with chatbot assistant presenting approved business, helplines and local
sources. The use of AI technology allows the brand to deal with the issues and enhance their
performance. In addition to this the Rimmel has also launched new app, based on its Get The
Look technology, which will help the customers to try out the make up styles of everyone. This
will help the customers to get customised experience through the use of augmented reality tool.
This tool will be using advanced real time tracking to identify make up on the subject being
scanned before matching it with cosmetics. This real time experience or customised services will
helps brand to attract large number of customers and gain competitive advantage in the
marketplace effectively. The use of AI and machine learning has lead the brand towards
continuous growth and success as well as retaining their customers for long period of time .
Conclusion
From the above essay, it has been concluded that the use of machine learning and AI
technology helps the business organisation to smoothly carry out their activity and achieve direct
goals and objectives. It also helps brands to gain competitive advantage in the marketplace. This
essay helps in analysing that the use of AI technology helps brand to create insight-led
experience for the customers effectively.
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References
Books & Journals
Vermesan, O., & Bacquet, J. (Eds.). (2019). Next generation Internet of Things: Distributed
intelligence at the edge and human machine-to-machine cooperation. River Publishers.
Wheeler, A. R., & Buckley, M. R. (2021). HR Without People?: Industrial Evolution in the Age
of Automation, AI, and Machine Learning. Emerald Group Publishing.
Yang, Y. (2020). Smart community security monitoring based on artificial intelligence and
improved machine learning algorithm. Journal of Intelligent & Fuzzy Systems, 38(6),
7351-7363.
Hajizadeh, Y. (2019). Machine learning in oil and gas; a SWOT analysis approach. Journal of
Petroleum Science and Engineering, 176, 661-663.
Damlapinar, M. (2019). Analytics of Life: Making Sense of Artificial Intelligence, Machine
Learning and Data Analytics. NLITX.
Canitz, H. (2019). Machine Learning in Supply Chain Planning--When Art & Science Converge.
Journal of Business Forecasting, 38(1).
Online
How Customer-Centric Marketers Use Machine Learning, 2020 [online] Available through;
https://towardsdatascience.com/how-customer-centric-marketers-use-machine-learning-
387df1a33850?gi=f6ce965c0d04
Rimmel’s fights cyberbullying with AI driven-tool, 2018 [online] Available through;
https://thecurrentdaily.com/2018/10/25/rimmels-fights-cyberbullying-with-ai-tool/
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