How you can Use AI to Reduce Friction in Marketing

Picture this; you look up food on the internet and after scrolling through countless options you find just what you feel like eating. Your craving is at an all-time high and you start trying to place your order only to find that no one is picking up your call or responding to the online order placement. Bummer, isn’t it? This delay in responding to customers is one example of friction.

Friction, in marketing, is synonymous with “pain points” of the customer and their journey towards buying the products they desire. Artificial Intelligence (AI) has become all the rage in the past few years and is being used actively by several companies around the world to reduce this friction. As a company striving to make a mark in your intended market, reducing friction during the customer journey is vital. In this post, we aim to increase your knowledge about how you can do this.  However, we recommend checking your internet first since a stable and reliable connection is needed for conducting market research as well as for implementing AI. You can pick from one of the top Internet Service Providers in the States, such as Cox. They do not require any long-term contracts and offer internet packages at economical rates. Additionally, cox bill pay is hassle-free and they offer various methods for you to pay your monthly fee.  

Assuming your internet is sorted, let us dive deeper into the world of marketing and AI.

 What is Friction?

Friction is any element of your purchase path that causes a customer to give up before they convert into a buyer for a particular brand. There is a psychological conflict in any element of the sales or subscription process. Think of it as the anger factor.

In other words, friction in a customer’s buying journey is anything that makes your customers hesitate as they move through your conversion funnel or your business. Whether you are in B2C or B2B, selling a product or service, creating a flawless customer experience is essential for a sustainable business, greater conversions, and greater brand loyalty.

Marketing psychology dictates that conversion happens in the mind of the user before it happens on the page. This is why you need to remove elements of resistance from your customer experience.

Customers today demand a seamless experience with no friction.

Since digital innovation has become a norm, customers are placing higher demands on brands that offer simplicity. Nowadays being on the go is what life is all about, and so customers want technology to make transactions faster, easier, and more convenient.

AI and its Role in Reducing Friction

Seen as a means to create strong human empowerment tools, AI can help every step of the customer journey, from customer engagement to a quicker and more successful buying process. However, to fully grasp this, a company must come to terms with the reality that customers are demanding a rethinking of the experience they get from their point-of-sales people and that their perception of your brand plays an important role.

Now it is easier than ever to get to know your customers, find out what they want and how to fulfill those demands. Innovation, new-age technology, and collection of data can not only cut unnecessary idleness in the customer journey but can also add more value.

How to Create a Frictionless Experience

From subscriptions and street pickup to automated payments and hyper-personalized recommendations, both new and large companies have made great strides in eliminating friction on the customer journey. There are several ways to use AI to reduce friction.

1.      Conversational AI

Conversational AI consists of technologies behind automated messaging and voice applications that enable human interaction between computers and humans.

Conversational AI can communicate like a human, recognize speech and text, understand intentions, decode different languages, and react in a way that mimics human conversation. Using this makes it easier for your customers to interact with your brand without waiting for a representative to be available. This also boosts efficiency and customer satisfaction.

2.      Personalized AI

Finding and creating the right personalized experience for a customer can be a time-consuming and complex task if done manually. However, AI and machine learning technologies can sift through millions of pieces of data to determine what matters to a particular customer. In this sense, AI can work similarly to human logic: recognize patterns, make decisions, and learn from past interactions.

This extended consumer understanding can be used in several ways. Information from a customer’s purchase history, media usage, or demographic information may be used to predict, recommend, and select products they find interesting. The data can also be used to make suggestions at the time and place that can resonate with users.


Automating the customer engagement points is a new level of customer experience that is more important than ever for business results and brand loyalty. Done right, your AI solution can give your brand the ability to deliver a personalized, responsive, and user-friendly experience that customers expect.

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