While Artificial intelligence (AI) is used mainly for predicting human actions based on data analytics and interpretation, the User Experience (UX) principle also focuses on anticipating the course of user behavior. So, they have a connection, right? When both try to anticipate human behavior, they can work hand in hand in different contexts. This is why in the context of mobile user experience, AI is playing an important a role.
AI can really shape the user experience in more ways than one, and when doing so, it can positively impact business branding. Here we are going to explain how this is happening.
Having an In-Depth Understanding of the User
The earlier version of AI was algorithms that on the basis of user data and rules of dealing with them could make choices and work to reduce the load of repetitive works. These algorithms that were pretty precise and performance driven used to run on a preconceived Logic, and they were incapable of adjusting to any new contexts and new inputs. But as the algorithms became intelligent and more capable of applying understanding to draw insights based on previous user data, the true Artificial Intelligence (AI) came to replace human involvement not just for the legwork but for crucial decisions and expert output as well.
Just think of an AI-powered system building a whole website following the demands of the target audience and competition and integrating the most effective and trending design concept and appropriate technologies. Well, the advancement of AI is really making us hopeful for such robust output without human intervention.
Personalizing the UX
Though AI-powered tools as of now could not be as capable as to build a complete website to perfection without human intervention, at least the role of AI is increasingly getting prominent with the personalization of the user experience (UX).
An AI-powered tool can take into consideration various data points ranging from the source of the users, their demographics, user behavior, their session length and frequency, the triggers they are responding to, etc. By analyzing all these factors, an AI-powered tool can quickly churn out insights about the users and their preferences. Now the user experience can be designed, built or tuned to these presences validated by AI. Thus AI proves to be an invaluable technology for the app developers and marketers when they try to address precise customer needs.
Thus the AI can draw relevant insights to deliver user experience likely to be enjoyed by users. AI can also help the designers and app developers to create room to address individual preferences with UX design. Personalization obviously leads to more relevance of the app in the real-life contexts of users.
It Takes a Lot of User Data to Draw Insights
Apart from the so-called user data that are generated from the app uses, there are several other facets of data that help to understand the user context with more certainty and precision. A user having not enough footprint and engagement with an app can be tracked and analyzed with different types of data from other contexts and facets of life. Today, data analysis opened this vast scope to utilize large volume if user data to draw relevant insights and understand user preferences, likes and dislikes.
Let us have a look at the few things that data analysis can do for an app:
• Knowing where an app or software product needs optimization
• Understanding the effective ways to optimize the apps in design, features or overall look and feel.
• Understanding the user journey and potential triggers and repulsive aspects.
• Understanding the impetus to go for in-app purchases.
AI-based Design Pushing the Business Branding
Finally, it is time to understand the all-round effect of AI into business branding. A business brand primarily focuses on creating a reputation as a customer-focused company, whether in terms of products, innovations, services or in terms of the research and development input to make the user experience better over time. The user experience is particularly important for an app to carry forward this reputation as a customer-focused company. On the other hand, the role of artificial intelligence (AI) is to fine-tune this user experience. So, the impact of AI in shaping business branding is quite obvious.
The personalization of the user experience is the critical aspect that AI promised for the modern app user experience. The personalization of the user experience whether in terms of design elements or performance, helps a business brand enjoying user appreciation and enhanced engagement resulting in business conversion. Apart from personalization, AI by detecting the pain points and the relative areas of excellence can also help to boost the functional output of any app. Obviously, the enhanced performance thanks to AI play a significant role in building brand reputation.
From the explanation mentioned above, it is quite clear that AI-powered development and design can really play a significant role in pushing the reputation of a business brand. AI by augmenting the user experience of applications and software solutions makes positive impacts on the public appreciation of a business brand.
About the Author:
Juned Ghanchi is a co-founder and CMO at IndianAppDevelopers, a professional company to hire mobile app developers in India for Android and iOS platforms. Juned is digital strategist with extensive experience with both business and social marketing.