HomeData scienceNEC Develops Advertising Technique Planning & Effectiveness Simulation Know-how Utilizing Generative AI

NEC Develops Advertising Technique Planning & Effectiveness Simulation Know-how Utilizing Generative AI


NEC Company (NEC; TSE: 6701) has developed a advertising and marketing technique planning & effectiveness simulation know-how that makes use of generative AI to establish latent wants of consumers and generate optimum measures. Based on an NEC survey, that is the world’s first know-how that may routinely visualize buyer pursuits and preferences (i.e. psychograhic attributes), generate measures, and predict buyer responses to these measures. NEC goals to launch providers with this know-how in 2024.

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This know-how has been used to develop concepts for brand new providers which might be into consideration for next-generation service stations for ENEOS Company, Japan’s largest oil & vitality firm.

Background

At the moment, firms that present providers to clients (actual property, retail, distribution, vitality, and many others.) attempt to perceive the latent wants of consumers earlier than opening a brand new retailer, beginning a brand new kind of enterprise, or promoting a brand new services or products. As a way to perceive buyer wants, strategies reminiscent of questionnaires and roundtable discussions, in addition to gathering and researching info on the Web are used. Nonetheless, these strategies lack comprehensiveness and rationality, making it troublesome to precisely grasp the potential wants of consumers. Different choices embrace the usage of exterior consulting providers, however there are rising expectations for strategies that may simply and interactively generate optimum efficient measures.

Overview and options of the advertising and marketing technique planning & effectiveness simulation know-how

1. AI-based advertising and marketing technique planning & effectiveness simulation of buyer response charges that allows the execution of the simplest measures

By utilizing NEC’s AI applied sciences (generative AI, client attribute growth know-how, information discovery and technique planning know-how) and statistical bank card cost information / different buying historical past information, it’s doable to research clients’ pursuits and preferences in a chosen space or particular retailer, to establish latent wants and generate optimum measures. As well as, since it’s doable to simulate the response fee of consumers to the proposed optimum measures, it’s doable to substantiate the anticipated results earlier than implementing the measures in order that solely the simplest measures might be utilized.

2. Giant Language Mannequin (LLM) of generative AI permits interactive evaluation in pure language

By using LLM, a kind of generative AI, customers can generate optimum measures interactively and simulate response charges utilizing pure language. As well as, as soon as prompts (tutorial textual content) are entered, the outcomes are output in a couple of minutes in order that customers can analyze repeatedly till they’re happy.

3. Combining buy historical past information with open information permits evaluation even by firms that do not need in-house information

Along with an enormous quantity of buy historical past information, NEC’s AI know-how permits the gathering and utilization of extremely related open information on the Web. Subsequently, complete and rational evaluation is feasible, even with out having in-house information (information owned by an organization will also be utilized).

Research of ENEOS’s next-generation service stations

The ENEOS Group’s Lengthy-Time period Imaginative and prescient states that it’ll tackle the challenges of attaining each a secure provide of vitality and supplies and realizing a carbon-neutral society.

Along with vitality provide targets, ENEOS goals to supply complete mobility and lifestyle-related providers in help of a carbon-neutral society, and can proceed to boost the added worth of greater than 12,000 service stations all through Japan by remodeling them into new way of life platforms tailor-made to regional traits.

As a part of this effort, ENEOS will develop demonstration shops of next-generation service stations that embody new and completely different providers. Consistent with this, ENEOS is contemplating the usage of NEC’s applied sciences in an effort to perceive the latent wants of residents in designated areas and to establish potential providers that may contribute to higher gross sales and satisfaction.

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