According to a recent report by Gartner, 61% of organizations still rely on surveys, focus groups, and feedback forms on their websites to understand their audiences. However, in a constantly evolving digital environment, this methodology is becoming obsolete. Traditional surveys only capture the opinions of those willing to respond, leaving out the voice of the silent majority and potentially resulting in the loss of emerging trends and signals of competitive threat.
AI, a way to reach users
The report highlights that brands that continue to rely solely on traditional listening methods risk falling behind the changing expectations of B2B buying teams. In a competitive market, personalization and relevance are essential to stand out. With an overwhelming amount of conversational data scattered across different platforms, it is becoming increasingly complex to connect the dots and act on what truly matters.
In this context, generative artificial intelligence emerges as an innovative solution. Unlike traditional surveys, genAI can analyze large volumes of unstructured conversational data in real time, identifying key signals that emerge from customer interactions. This indirect feedback allows for actionable insights without the need for explicit requests.
To fully leverage the potential of genAI, it is crucial to break down data silos and integrate conversational information from sales, service, and social media. This translates into more relevant and engaging campaigns that truly resonate with the audience. Brands that do not adapt their strategies and continue to rely solely on survey-based methods may miss significant opportunities for connection and relevance in today’s market.
