Executive Summary

Following interviews with senior marketing executives across industries including hospitality, insurance, retail, financial services, fintech, consumer goods, and technology, this market view report sponsored by Mention Me examines how leading organizations are leveraging artificial intelligence (AI) to enhance customer acquisition, retention, and advocacy in marketing, with a particular focus on harnessing the power of personal recommendations.

Key findings include:

Improving customer acquisition with AI-based personalization

A growing number of companies are using AI to analyze customer data in real time, creating more personalized and effective marketing strategies that increase acquisition rates and encourage word-of-mouth referrals.

Personalizing

customer retention

strategies

AI is helping companies better understand customer behaviors, enabling tailored experiences that improve loyalty, customer lifetime value and the likelihood of customers becoming brand supporters.

Increasing

customer

support

Companies are using AI to identify and cultivate potential brand supporters, building genuine relationships and promoting word-of-mouth referrals. This approach uses the trust customers place in recommendations from friends and family.

Balancing AI

with human connections

While AI offers significant benefits, maintaining authentic human interactions remains essential. Successful strategies use AI to support, not replace, human engagement in fostering customer relationships and support.

Using AI

across marketing platforms

Implementing AI requires a strong technological foundation and cultural readiness. Organizations are investing in infrastructure and team development to fully utilize AI's capabilities in expanding personal recommendations and support programs.

Evaluating AI's impact on support-driven marketing

Companies are developing new metrics and methods to measure how AI-enhanced customer support affects business results.

We hope this report helps marketing leaders understand the growing opportunities for using AI in their marketing processes to support business growth and compete effectively in their evolving markets.

Mention Me is an award-winning referral marketing platform that fuels business growth. Our world-class programmes have delivered more than 6 million referrals totalling $1.8 billion in revenue for 500+ brands around the globe.

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