Artificial Intelligence (AI) and machine learning are leading the way in digital marketing as much as they are transforming businesses across other sectors and industries. Dubai-based industry experts Hina Bakht, Vice Chairman for ATECA Holding and Managing Director for EVOPS Marketing DMCC, and Amit Yadav, Head of Digital Marketing and e-Commerce Kashkha, delivered an in-depth lecture on the subject at the Tashkent State University of Economics (TSUE).
The full-day programme designed for senior students, seeking a comprehensive perspective, highlighted how AI is deployed in digital marketing through practical frameworks and where it is most commonly being used. It helped attendees to understand the skills required to become successful marketing strategist and achieve business success and growth.
Hina stressed, “Both me, and Amit are extremely grateful to Tashkent State University of Economics for giving us the opportunity to share our expertise and experience on such a prestigious platform. AI is on the path to become the most transformative technology humanity has ever witnessed. Therefore, the latest developments in AI are changing the world faster than ever and have made behaviour analysis and predictive analytics in digital marketing much more precise and easier that holds unprecedented benefits for businesses.”
Amit said, “Connecting users to businesses, AI is delivering completely new customer experience through chatbots, intelligent voice assistants and automation that is leveraging and transforming almost every sector of the economy from retail to tourism, finance and healthcare. It is driving both value and competitive advantage for companies.”
With the help of award-winning case studies such as Google Duplex, BMW, Amazon Go, Alibaba, Alphabet, Deep Minds, Netflix, MarketMuse and others, Hina and Amit, explained to the students the many usages and advantages of AI in marketing.
Hina stressed, “Digital technologies are compelling marketers to rethink their approach at every step. First every business needs to understand when and how to leverage the latest analytics technology, from Big Data to AI or IoT to continuously uncover novel live insights about the customer and the marketplace.”
Amit added, “What is important is to effectively transform insights into value by generating outstanding experiences along the customer journey. It is all about scaling the use of successive technologies such as social media, AI, robotics or blockchain within the marketing strategy and throughout the customer funnel. The ultimate goal for any business should be to create and deliver value to secure competitive advantage.”
Founded in 1931, the Tashkent State University of Economics (TSUE) under the Uzbekistan Ministry of Higher and Secondary Specialized Education, is a leading and one of the largest higher education establishments in the sphere of economics in Central Asia. With more than 16,000 students on its campus, the university has strategic tie-ups with some of the world’s biggest academic institutions such as the London School of Economics and Political Science (LSE) as well as Krems University of Applied Sciences (Austria).