How AI in Business Functions Help Improve Overall Operations

Looking at the bigger picture, the role of AI in business is still in its early stages and is yet to become more groundbreaking in the coming years. Despite that, organizations are starting to realize its promising potential that can bring about notable benefits in the long run.

The importance of artificial intelligence in business goes way beyond improving certain processes in an organization. While the specific ways AI and machine learning can be used to impact business functions can still evolve over time, how does using AI in business functions help improve its overall operations and contribute to long-term success? Let’s look at some of the top business functions that are ready to use AI.

1. Marketing

Generally, AI helps in developing and executing marketing strategies. Some of the top uses of AI in marketing include the following:

• AI sorts customers according to their interests and demographics
• AI helps in targeting ads to consumers based on their browsing history
• AI powers recommendation engines
• AI makes chatbots possible, which are then used to solve problems, suggest products or services, and support sales
• AI supports marketers in data analysis of consumer behavior

With all these, AI ultimately helps bring about insights that businesses can use to make adjustments to their marketing campaigns, making them more effective or being able to plan better long-term.

2. Sales

Using AI in business also allows selling products or services to become more insightful and intentional. AI can arm sales professionals with data that can improve the sales function. To name a few, AI helps:

• Enhance sales forecasting
• Predict customer needs
• Improve communication
• Manage sales professionals’ time and effort in identifying their sales processes

3. IT Operations

Often, most organizations that are adapting AI in their internal processes focus on implementing AI for IT operations. Also called AIOps, Gartner defines this term as the “application of machine learning and data science to IT operations problems.”

That said, AI is commonly used for:

• IT system log file error analysis
• Automating many routine processes
• Identifying issues so that the IT team can fix them before any IT systems go down
• Improving the overall IT system performance and services

4. Customer Experience

Competent organizations know that ensuring a positive customer experience is key to a successful business. That’s why even in this aspect, AI thrives and helps businesses achieve more of their goals.

Here are some samples of AI in customer experience:

• An organization uses big data and AI to enhance sales and customer relationships
• A company gathers shoppers’ data through loyalty and reward programs, which are then used to give targeted offers to customers
• A business uses chatbots during industry events to provide a topnotch customer experience

5. Human Resources

While the need for HR professionals is still undeniably on the rise, AI has a great potential to transform many HR processes, too.

Some of the top uses of AI in human resources are as follows:

• AI can help improve business efficiency and help organizations save money by automating repetitive tasks
• AI can assist recruiters and hiring managers in calling and interviewing candidates for open positions
• AI can help HR departments with data-based decision-making and help make candidate screening and the overall recruitment process easier

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