How to Scale the Next Best Action with AI
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How to Scale the Next Best Action with AI

Over the past few months, ChatGPT, a generative conversation application developed by OpenAI, has recently made its public debut. ChatGPT provided a list of the top applications of artificial intelligence (AI) in marketing, including chatbots, predictive analytics, and personalization. 

Let’s begin by quickly reviewing the key ideas in this passage. With the use of artificial intelligence (AI), a computer may imitate certain cognitive processes. Machine learning is the capacity to learn without supervised learning. It was created after AI. The advancement of neural networks and deep learning, which create algorithms based on how the human brain distributes and processes information, is the most recent frontier. 

AI and Next-best Action 

The next best action enables marketers to produce a choice for consumers or prospects in close to real-time, such as an invitation to talk with a sales representative or a product recommendation at the point of sale. Since it is based on an immediate incident rather than being prepared in advance like a seasonal direct mail campaign, the real-time feature sets the next best action apart from other marketing choices. 

Making a customer’s experience the greatest it can be is a major factor in determining the next best action. No matter what platform a customer chooses to purchase on, a merchant wants to give them the best possible shopping experience. The store will want to be able to respond to interactions with customers in a way that supports their preferences and needs as they connect with the brand. 

How AI Might Enhance the Next Great Action? 

In the following lines, we are going to cover these aspects in their entirety and learn more about them.

Increased Media Acquisition 

The price of prospecting and obtaining leads can be high for many sectors. The cost to discover and engage a prospect could be considerable, and most marketing teams strive for 1:1 personalization with insufficient data on a specific prospect’s wants and preferences. AI can increase the effectiveness of this acquisition campaign by enhancing ad placement and targeting. 

Greater Involvement 

Existing clients typically indicate you have data you can utilize to inform tailored decision-making to strengthen your interactions with them. For all incoming calls, call center support representatives see recommendations for the following best products, which are based on what has or has not previously worked. ICR, or intelligent/predictive call routing, is used to match the call’s subject and customer profile to the expertise of the care person. 

Increased Retention 

AI can be used for proactive churn management by constantly tracking consumer behavior. Many businesses employ the next best step to lower turnover. They accomplish this by observing client behavior and making recommendations to call centers and retail establishments on how to retain them. AI can assist organizations in discovering the causes of customer attrition, comprehending the variables that affect retention, and optimizing their retention budgets by identifying and concentrating on higher-value customers. 


Artificial intelligence (AI) is revolutionizing the way marketers engage with customers. From chatbots and predictive analytics to personalization and the next best action, AI provides powerful tools to enhance the customer experience and boost business success. With the constant evolution of AI technologies, the possibilities for marketing innovation are endless. It’s an exciting time for the industry, and we can’t wait to see what the future holds. 

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