The artificial intelligence (AI) It has become a tool for companies seeking to optimize their operations, improve their business strategies and increase their revenue. However, its implementation does not in itself guarantee greater productivity or an increase in sales, warned Humberto Barrera Ramos, co-founder of Growth Hacking México.
During the conference “From strategy to growth: Bring AI to digital marketing“, held as part of the ICT Seminar, the specialist explained that organizations must distinguish between carrying out more activities in less time and achieving better results for their businesses.
In this sense, he highlighted that the incorporation of artificial intelligence tools must respond to the needs and priorities of each company, instead of limiting itself to automating tasks or generating more content.
Why doesn’t using artificial intelligence guarantee greater sales?
Barrera Ramos presented the case of a company dedicated to home cleaning and maintenance services, which allocated between 15,000 and 30,000 pesos per month for advertising.
With this investment, the business managed to attract 300 prospects, of which only 60 requested a quote and 30 made a contract.
The specialist pointed out that, given these results, the solution does not necessarily consist of increasing the advertising budget, publishing more content or incorporating a chatbot.
On the contrary, it was considered necessary to identify at what stage of the commercial process sales opportunities are lost, since of the 300 initial contacts, 240 did not progress towards a quote.
In this way, he explained that companies should focus on improving service, follow-up of their prospects and customer conversion, instead of only seeking a greater number of visits or views.
How can artificial intelligence help companies?
According to Barrera Ramos, one of the main advantages of artificial intelligence is its ability to accelerate market studies by analyzing information available on the Internet.
Its applications include:
Monitor competitor activities.
Identify consumer behaviors and needs.
Detect new business opportunities.
Analyze data to improve decision making.
Automate conversations with potential clients.
Prepare information for quotes and follow up with prospects.
However, the specialist emphasized that these tools require previously established protocols and human supervision to function properly.
Likewise, he explained that artificial intelligence can be used as an assistant to analyze information, optimize processes or execute certain activities under restrictions.
Human control, key to taking advantage of artificial intelligence
He co-founder of Growth Hacking Mexico He highlighted that each organization must develop a strategy according to its own characteristics, so it is not convenient to reproduce models implemented by other companies.
To do this, he proposed distinguishing three fundamental elements: the strategy, which establishes the objectives; the tactics, which determines how to achieve them; and actions, which correspond to activities that can be supported by artificial intelligence tools.
He also explained that business growth does not end when a first hire is made, since companies need to strengthen customer retention, encourage new purchases and encourage recommendations.
In this context, he presented the AARRR model, known as the pirate funnel, which includes five stages: acquisition, activation, retention, income and recommendation.
What should companies do before implementing artificial intelligence?
To take advantage of this technology, Barrera Ramos recommended following a process made up of five steps: diagnose, prioritize, intervene, measure and learn.
Likewise, he suggested using analysis methodologies, such as POWDERto strengthen decision making and develop stronger business strategies.
Finally, the specialist stressed that the true use of artificial intelligence does not consist only in learning to use its tools, but in developing the ability to direct them according to the objectives of each business.
In this way, the AI implementation It must be accompanied by a defined strategy, measurement of results and human control, instead of assuming that the automation of activities will automatically translate into greater sales or productivity.
Source: es-us.noticias.yahoo.com
