Neuroscience taps into AI to engender brand loyalty

Technologies like artificial intelligence (AI) and machine learning can be leveraged to create personalised experiences. The marketing and advertising industries are relying on them for that. “Brands can build intelligent machines and make it learn using machine learning. This can generate customer data which can be fine-tuned for their preferences. Customer engagement can happen through chat and voice bots, speech recognition, computer vision and natural language processing or NLP,” said Santosh Bhat, head of data science, PolicyBazaar.com, speakingat the ASSOCHAM ‘Virtual Summit on Branding and Marketing’.