Name: Use AI to better understand your customers
Uploaded: 2023-09-26T13:45:29.592Z
Duration: 290.4
Description: Marketers have long used behavioural science to help them predict and understand their customers. But can the addition of AI make this even more effective? Danny Bull, Chief Behaviour Officer at Yellow, gives his insights into the marketing of today and tomorrow.

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Danny Bull AI v2mp4.vtt

English

{{00:00:00}}
My name is Danny.

{{00:00:01}}
My background is in behavioural science
and digital transformation, and I am

{{00:00:05}}
chief behavioral officer for Yellow,
and we help agencies and enterprise

{{00:00:09}}
create better customer experiences.

{{00:00:21}}
I think we need to use AI,  in a
very strategic and intelligent way.

{{00:00:25}}
There's a big movement at
the moment to try to sandwich

{{00:00:28}}
anything you can in relation to
AI into your marketing efforts.

{{00:00:33}}
And I think there's a danger
of losing the human touch.

{{00:00:37}}
So I think wherever you're using AI,
it needs to be done selectively, and

{{00:00:40}}
it needs to be done per your customer.

{{00:00:43}}
So you need to put your customer
and your customer experience first.

{{00:00:53}}
I absolutely think AI can help with
understanding customers, your customers.

{{00:00:57}}
And as a marketeer, I understand
that's the dream as well.

{{00:01:00}}
Again, it needs to be done in a way
that's appreciative of the technology

{{00:01:05}}
and I think what people are doing so
far with AI is believing that it can be

{{00:01:09}}
plugged in without much thought or effort.

{{00:01:12}}
The power behind AI is in building
and teaching learning models how

{{00:01:19}}
to behave with you and your data.

{{00:01:21}}
And that's where a lot of marketeers
at the moment are making a bit of a

{{00:01:24}}
mistake in not using the data they've
got, building an understanding of

{{00:01:28}}
their customers and allowing AI to
understand those customers and the

{{00:01:31}}
customer experience and then build
a, you know, build a  journey and

{{00:01:35}}
build an experience that works for
those customers and for their market.

{{00:01:39}}
So if I was advising an agency
or a marketeer to look at AI, I

{{00:01:44}}
would start with understanding.

{{00:01:45}}
The power of the technology rather than
just trying to plug various elements in.

{{00:01:56}}
Yeah, I think we can absolutely
look at using AI and behavioural

{{00:02:00}}
science to effectively predict
and understand your customer.

{{00:02:03}}
We're doing something quite
interesting with that at the moment

{{00:02:05}}
where we're using AI to analyse the
data that we have on our customers.

{{00:02:09}}
And then we're using an AI model to
generate what we believe will be effective

{{00:02:16}}
campaigns and effective techniques
to then market to those customers.

{{00:02:19}}
And those techniques can be anything
from looking at improvements again

{{00:02:24}}
from AI to our campaigns, but more
interestingly, having AI generate useful

{{00:02:30}}
behavioural science tips and techniques.

{{00:02:33}}
And it's in its infancy at the
moment as to its effectiveness, but

{{00:02:36}}
actually already we're seeing some
quite useful, interesting ways of AI

{{00:02:40}}
generating behavioural science tips to
help with your specific customers and

{{00:02:44}}
their specific customer experience.

{{00:02:46}}
And again, that's where
the power of this comes in.

{{00:02:48}}
We're trying to create as much of an
automated solution as possible while

{{00:02:53}}
not using, losing that human touch.

{{00:03:02}}
Yeah, I can see quite a few
ethical considerations actually.

{{00:03:04}}
And I think we are already
seeing those in practice.

{{00:03:08}}
You know, our content, for example, was
already a problem on the web, things

{{00:03:13}}
like, you know, news and people using
content to drive nefarious practices and

{{00:03:19}}
nefarious behaviour and, you know, using
that power to, to get people to believe

{{00:03:24}}
things that's just simply aren't true.

{{00:03:26}}
And I think there's a lot of
damage that can be caused by AI and

{{00:03:29}}
related technologies doing that.

{{00:03:32}}
My hope is that we can use AI to deal
with and help some of the more fundamental

{{00:03:37}}
problems in society, like mental health
and food poverty, but my fear is that

{{00:03:43}}
we're going to use it to, you know,
create sales techniques that help people

{{00:03:48}}
buy stuff they don't need or to build
slightly less annoying chatbots, you

{{00:03:52}}
know, and that's not a great place to be.

{{00:04:01}}
I want to hope that we get a better
future and we use AI in a way to better

{{00:04:06}}
enhance the customer experience and to
make our experiences as smooth and as

{{00:04:12}}
effective and as enjoyable as they can be.

{{00:04:15}}
You know, I'd love for that to
be the case, so that's my hope.

{{00:04:18}}
Again, I have a sneaky feeling that a
lot of people and a lot of companies

{{00:04:22}}
will use it in ways that aren't going
to benefit us and humanity, but we all

{{00:04:28}}
have a part to play in that, and we
can all impact on, you know, how AI and

{{00:04:33}}
related technologies are used to better
impact on us an as humans and better

{{00:04:39}}
impact on, in particular, the marketing
and customer experience behind it.

My background is in behavioural science
and digital transformation, and I am

chief behavioral officer for Yellow,
and we help agencies and enterprise

I think we need to use AI,  in a
very strategic and intelligent way.

There's a big movement at
the moment to try to sandwich

anything you can in relation to
AI into your marketing efforts.

And I think there's a danger
of losing the human touch.

So I think wherever you're using AI,
it needs to be done selectively, and

So you need to put your customer
and your customer experience first.

I absolutely think AI can help with
understanding customers, your customers.

And as a marketeer, I understand
that's the dream as well.

Again, it needs to be done in a way
that's appreciative of the technology

and I think what people are doing so
far with AI is believing that it can be

plugged in without much thought or effort.

The power behind AI is in building
and teaching learning models how

And that's where a lot of marketeers
at the moment are making a bit of a

mistake in not using the data they've
got, building an understanding of

their customers and allowing AI to
understand those customers and the

customer experience and then build
a, you know, build a  journey and

build an experience that works for
those customers and for their market.

So if I was advising an agency
or a marketeer to look at AI, I

The power of the technology rather than
just trying to plug various elements in.

Yeah, I think we can absolutely
look at using AI and behavioural

science to effectively predict
and understand your customer.

We're doing something quite
interesting with that at the moment

where we're using AI to analyse the
data that we have on our customers.

And then we're using an AI model to
generate what we believe will be effective

campaigns and effective techniques
to then market to those customers.

And those techniques can be anything
from looking at improvements again

from AI to our campaigns, but more
interestingly, having AI generate useful

And it's in its infancy at the
moment as to its effectiveness, but

actually already we're seeing some
quite useful, interesting ways of AI

generating behavioural science tips to
help with your specific customers and

And again, that's where
the power of this comes in.

We're trying to create as much of an
automated solution as possible while

Yeah, I can see quite a few
ethical considerations actually.

And I think we are already
seeing those in practice.

You know, our content, for example, was
already a problem on the web, things

like, you know, news and people using
content to drive nefarious practices and

nefarious behaviour and, you know, using
that power to, to get people to believe

And I think there's a lot of
damage that can be caused by AI and

My hope is that we can use AI to deal
with and help some of the more fundamental

problems in society, like mental health
and food poverty, but my fear is that

we're going to use it to, you know,
create sales techniques that help people

buy stuff they don't need or to build
slightly less annoying chatbots, you

know, and that's not a great place to be.

I want to hope that we get a better
future and we use AI in a way to better

enhance the customer experience and to
make our experiences as smooth and as

effective and as enjoyable as they can be.

You know, I'd love for that to
be the case, so that's my hope.

Again, I have a sneaky feeling that a
lot of people and a lot of companies

will use it in ways that aren't going
to benefit us and humanity, but we all

have a part to play in that, and we
can all impact on, you know, how AI and

related technologies are used to better
impact on us an as humans and better

impact on, in particular, the marketing
and customer experience behind it.

Marketers have long used behavioural science to help them predict and understand their customers. But can the addition of AI make this even more effective?

Danny Bull, Chief Behaviour Officer at Yellow, gives his insights into the marketing of today and tomorrow.

Marketing strategy

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Danny Bull

Chief Behaviour Officer

According to Bull, AI should be applied selectively with the customer experience as the top priority

Where AI can be applied in marketing

Discover how Bull leverages AI for deep customer insights, emphasising technology's power over fragmented approaches.

Customer needs

Bull gives insight to a new AI solution that tailors behavioural science tips for specific customers and experiences.

Fusing AI and behavioural science

Bull discusses the ethical concerns and expresses his desire for AI to be used for positive purposes.