“Nasr says that this initial Alexa skills project lays a strong foundation for the integration of AI in other customer-facing applications. “A lot of what we’ve done with Alexa and RozieAi can be extended to other ecosystems, like Facebook and Google, so we are not re-building the entire solution for each of the ecosystems. It becomes more of an adaptation as required or as justified by differences from one product to the next.”
Air Canada has also applied AI to product marketing through a collaboration with AI marketing content generation platform Persado. For example, by incorporating anxiety language, Air Canada has experienced up to 48% more opens of emails and click-throughs were almost 220% higher when it directed consumers to “see deals” versus to “book now” in the call-to-action button of the email.
For Air Canada, part of the refinement of the conversion funnel, and of engaging CRM, is a prioritization of mobile which is in high demand by customers. This in turn means a prioritization of voice queries and chatbots.
Air Canada believes AI is now an integral part of improving operations both in the back-end and customer-facing. Nasr says: “The question is: can the AI and other technologies be used to make it easier and better for our people to deliver service?”
