The artificial intelligence It is transforming the marketing and sales panorama, and not only in regard to its generative facet linked to the creation of content with more short and lower budget production processes. The application of technology to different strategies, channels and contact points is already a determining element in business competitiveness.

Artificial intelligence is unlocking innovative abilities on land such as customization, consumption experiences, predictive analysis and decision -making In real time. However, the vast majority of companies still do not take advantage of the possibilities of this technology due to lack of knowledge, the shortage of resources or a corporate culture without long -term vision.

AI throughout the sales cycle

According to a Boston Consulting Group (BCG) and Google study, held in September 2024 among 2,000 marketing managers in ten markets, 80% of advertisers are still in AI exploration stages, compared to 20% who have integrated it in depth in their workflows. The latter are already collecting the fruits, among them, higher income and faster adaptation to consumption trends.

As the analysis reflects, the respondents who apply the AI ​​ensure that in the last twelve months they have experienced a 60% income growth compared to other companies and are adapting to the market twice as quickly. This is due, according to the consultant, Six actions or measures They have implemented: an integrated vision of the Customer Journey, tests ab based on AI, dynamic assignment of budgets, segmentation of real -time audiences, creative processes driven by generative, and the construction of a culture of AI that involves all departments.

This reflects that artificial intelligence has a place in multiple areas and that it can boost performance if applied in The entire sales cycle. “From the generation and automatic qualification of Leads, through the customization of real -time offers, to the prediction of purchase behaviors through Machine Learning models“; says Daniel Alves, Head of Innovation & Research from E-GOI, in statements to Reason.WHY. “It also has a crucial role in the automation of repetitive tasks, such as monitoring potential customers or the development of commercial proposals, allowing sales equipment to concentrate on tasks of greater strategic value”

More efficiency, better experiences

Currently, companies can boost a more personalized communication and more precise strategies Thanks to different solutions. The tools allow, for example, to create texts and images for social networks, generate affairs for newsletters, or identify the most optimal moments to send communications. They also help optimize SEO, monitor social networks and digital conversation, analyze data to obtain insights, make sales forecasts to anticipate demand, or analyze sales performance data to identify growth opportunities.

The main benefit of the use of the new technology is a more informed, fast and data -based decision -making, which can translate into a Better segmentation of the target audience, a deeper customization, higher conversion rates and shorter sales cycles. All this can positively impact both short -term results, as well as in the long term in the loyalty and customer’s life.

According to a McKinsey study carried out in the summer last year among almost 1,500 professionals from 101 countries, between the first and second half of 2024, a higher percentage claim that the application of generative the generative in its organizations has Increased income Within the business units that implement it, being finance, supply and marketing chain management and the areas in which the highest increases are reported.

However, businesses are not the only ones that can obtain advantages of the implementation of artificial intelligence. From the consumer’s perspective, the AI ​​well applied allows, among other things, recommendations more adjusted to real needs, faster responses by the simplest and most comfortable purchase brands and processes. This flows into most relevant experiences, fluid and personalized.
“When used with ethics and empathy, AI can generate value for both parties: efficiency for the company and a higher experience for the client”, Says Alves.

Proof of this is that 46% of consumers claim to feel excited about the impact of the generative AI on their online purchases, according to a Capgemini Research Institute study this year. In addition, and 75% are open to the recommendations of artificial intelligence and more than 70% would like to see the generative artificial intelligence integrated into its interactions purchase with brands.

From the technical to the human

However, organizations face challenges when creating value through the implementation of artificial intelligence in the marketing and sales area. The most common and most linked to technical aspects, as explained by e -goi, is the lack of data preparationsince without clean and structured data, effectiveness is lost. This is also related to the correct measurement, which requires well -defined indicators and a long -term vision.

However, the most complex challenges are those linked to human factor and corporate culture, especially internal resistance to change caused, among other things, due to ignorance or fear of the new. There are also ethical and governance challenges, such as the transparent use of algorithms or respect for client privacy.

“Adopting is not just a technological issue. It requires a clear strategic vision, quality data, qualified talent and an organizational culture open to change”, Says Daniel Alves, in statements to this medium.
It ensures that at technological level, it is essential to have infrastructure that integrates data in a coherent way and that allow to climb artificial intelligence models; While at the level of human resources, the combination of technical and business profiles is key. “Perhaps the most important thing is to promote a mentality of continuous learning and collaboration between departments, where AI is seen as an ally, not as a threat”, He explains.