AI and automation in marketing: The role for knowledge management

In 2018, companies invested in chatbots and self-service technologies to help their helpdesks manage the volume of customer requests they were experiencing – according to research by Forrester, 46 per cent of enterprises were investing in AI for sales and marketing, followed by 40 per cent for their customer service teams. However, these investments were typically aimed at filled specific gaps in the customer interaction, rather than being part of wider strategies around customer engagement, or CX.Yet your customer service team holds the key to not just making AI and automation campaigns work better today; they can also help make AI work more effectively into the future. This is through knowledge management.