In the year 2020, the State of Sales report from the Salesforce company chose the five sales tools that have become the most valuable since 2019. Firstly, there were video conferences, and secondly, artificial intelligence.
The use of artificial intelligence (AI) in the commercial strategy (marketing and sales), helps to optimize the results of the companies when it is aligned with the strategy of the organization. The tools and solutions based on this technology allow you to analyze data quickly, use resources efficiently and help in the decision-making process.
With AI-based systems it is possible to process millions of data at high speed, reducing the time spent on the detection, collection, analysis and interpretation of data. Thus, it automates routine and low-value tasks, allowing people to focus on more productive tasks. In addition, predictive models can be created to anticipate market needs and, based on this, define the best sales strategy and approach. On the other hand, AI is also applicable to customer management.
Situation in Chile
Julio Mujica, Alaya's business advisor, points out that in the country "most of the companies that use artificial intelligence for business management are located in the world of retail." In this area, companies handle a lot of data and use this technology for stock and inventory management, pricing strategy, demand forecasting, and promotion management. “One of the things that forced us to catch up in Chile was the onslaught of Amazon and Mercado Libre. That type of players makes the rest look at them ”, he adds.
Along these lines, Accenture's Technology Vision 2022 study indicates that 76% of retail companies in Chile say that the use of artificial intelligence (AI) is key to their business. Of these, 60% use it at a high level of maturity. Most (60%) apply it to sales and marketing, 40% to improve customer service and 20% to supply chain management.
In the case of marketing, these tools allow -among others- cross-marketing. “You know what the uses, tastes and interests of your customers are. With artificial intelligence you can develop business intelligence strategies”, says Mujica.
For his part, Julian Hernan, CEO of BCG Platinion, explained in Diario Financiero that the country is still at a stage of using artificial intelligence to predict demand. "Even so, we are already in a position to enter a more advanced decision automation," he adds.
In the business-to-business area in Chile, artificial intelligence-based solutions for commercial management are rarely used. “There are many who are happy with having digitized some processes, with having incorporated some CRM (Customer Relationship Management) for the purposes of managing their sales teams. Deep down they are nothing more than digital tools”, explains Julio Mujica.
Why hasn't this technology penetrated the sector? The specialist comments that it is very oriented to production processes and little focused on commercial management, where they are based on non-digitized marketing strategies. On the other hand, the number of customers is lower.
Using artificial intelligence in this segment would present opportunities to "add value to income by reducing costs, to sell more and better, to be able to reach markets with less production costs and could have powerful market research advantages," concludes Mujica.