The artificial intelligence It is facilitating decision -making and marketing implementation in thousands of companies globally. Technology allows to expedite processes, especially in the content creation part; Analyze the performance of the actions and optimize the strategies to adapt them to the needs of both customers and the company itself.

Sample of them is the strategy that the manufacturer has been applying Henkel, whose portfolio consists of products such as detergents, household cleaning products or personal care items, marketed through brands such as Dixan, Star, Cucal or FA. The company has been implementing the use of artificial intelligence among its marketing teams, by the hand of the Digital Transformation Brainsu transformation consultant, with the intention of promoting the effectiveness of its initiatives.

His success case has been collected by WARC, which throws some keys and work results. The objective of the implementation has been to try to provide the better purchase experience to consumers online, Especially as the company has gained land in electronic commerce and facing the time limitations of its professionals, the requirement of a growing amount of creative resources and, in some cases, of budget limitation.

As WARC says, the experience, knowledge and research conducted by Henkel around good practices for the Marketing in e-commerce They had concentrated on a series of manuals that, however, in many cases they were not being applied. Among the reasons were the volume of work, time pressures, the increase in cognitive charges or personnel changes.

That is why Henkel opted for an innovative solution based on data to raise its digital content and exceed consumers’ expectations. The implemented tool allows Analyze the efficacy of marketing assets Thanks to artificial intelligence, and at the same time it offers recommendations to optimize them.

The platform is trained on marketing knowledge oriented to online consumers, and also with Henkel historical data, which allowed to establish a series of KPIS and contrast the different assets in front of them. The company’s teams can upload their assets and specify details, such as brand, message or language, and test their efficacy and performance.

In addition, users can receive recommendations and quickly items assets, Select the best option and continue with the work. Among other things, group professionals can try options such as the color of creativity or brand’s tone of voice. The tool helps, among other things, to make the brand stand out more or improve the CTA.

Faster processes and shared knowledge

Among the results that WARC collects, it should be noted that the tool already has 800 users who work globally in 17 languages. More than 10,000 assets have been tested, including secondary small images used in Amazon Marketplace. These are rarely evaluated, and now the company claims to analyze 90% of them.

In addition, from Henkel they point out that the score received by the assets has been significantly improved, and that it has been reached A decision -based decision making at a rhythm three times faster. This means that, by expediting the evaluation process, time and resources are saved in the content creation workflow, while guaranteeing maximum effectiveness.

“Years ago, when Henkel was quickly progressing in online sales, it was a challenge to keep up with the amount of content we created to sell our products“says Judy Wang, Global Electronic Commerce Manager in Henkel, in a section of the Brainsuite website.”We need to create at least 10 assets to sell a single online product. And for the electronic commerce content, not only has the quantity, the quality is also very important. At this point on the consumer route, a good content can facilitate a sale, but a bad content can make it loser ”.

Among other advantages of the application of artificial intelligence, from Henkel they point to the increase in Shared knowledge By using the professionals, professionals refine the basic aspects of what a good marketing asset is and a joint experience is created that, ultimately, drives the efficiency and feedback cycles.

Henkel’s case highlights the practical application of artificial intelligence to sales, and not only as a tool that can inspire marketing. In this sense, it reflects how technology can lead to a CAmbio in the behavior of professionals and in the way of working and how AI can provide value in brand processes.