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Welcome AI – As a Driver of Data and Drive, of Individualization and Insights
Interview with Dr. Meike Terstiege
owner and founder, @DOCMARKETEER
Dr. Terstiege, your areas of expertise in consulting and research include, among others, digitalization and artificial intelligence in hr, marketing and sales. What significance do these areas have for marketing?
Digitalization and AI are efficiency drivers for marketing. Increased efficiency is a desire and a necessity across all industries and every company. Therefore, enhancing the efficiency of business processes through the use of AI-based tools is a driver of digital transformation. AI-based tools optimize various aspects of marketing and PR, including personalized content creation, message personalization, the development of tailor-made offers, as well as overall lead management, nurturing, and customer data acquisition and processing. AI support provides marketing teams with the capacity and space for engaging and challenging tasks such as analysis and strategy.
How can AI influence R&D in the industry?
New products and services should always and exclusively address the conscious and unconscious needs of customers. The customer is king, and AI doesn't change that fact. AI is not an end in itself but a means to an end. Thanks to AI, fulfilling one of the central customer desires, personalized products, has become significantly easier. In the beauty industry, AI-based tools represent not just an innovation but sometimes even a revolution, at least from the perspective of consumers.
What advantages does AI offer for the production of products, including cosmetic products?
Today's beauty customers demand a new kind of "personalized advice and service." It's about the customization of applications and recommendations. The era of mass-produced and one-size-fits-all treatments is over. Customers want products and services that are 100% tailored to their skin and hair needs. AI makes this possible.
How can the integration of AI into existing processes and structures succeed?
So far, one of the biggest barriers to AI adoption has been reluctance or even fear and the often negative attitude of employees towards AI. Unfortunately, AI is strongly associated with prejudice. The use and development of AI must be critically examined, and the opportunities offered by AI should be embraced without hesitation. One of the prerequisites for the implementation and integration of AI is the reduction of fears and the demonstration of opportunities provided by AI.
Cosmetics, in particular, are a very emotional experience. Is AI applicable here?
Through AI, products and services in the beauty industry become more "personal" and cater to the individual preferences of each customer. Therefore, AI can certainly be described as a "driver of emotions." What could be more emotional than addressing very personal desires and longings?
Can AI replace the creativity of the human brain in formulating sensitive cosmetic products?
AI should currently be seen as a supporter in the development of cosmetic products. However, it does not replace the (essential) human component. There are two things that AI definitely does not possess: emotion and empathy.
