Tunisia Communication Days 2024: Experts Discuss Marketing Automation and AI Advancements
During the 4th edition of the Tunisia Communication Days, organized by ICEBERG Agency on June 24-25, 2024, the main theme was "Communication Today: Major Trends and Challenges." This event brought together experts to discuss the challenges and evolutions in the field of communication.
Marketing Automation: A Key Technology for ATB
Imen Messadi, Director of Marketing Transformation and Communication at Arab Tunisian Bank (ATB), explained what marketing automation is. She described this technology as a platform that functions like a CRM, helping to raise awareness, prospect, retain, and increase customer engagement. According to her, marketing automation allows the bank to gather all its data and connect it with web and social media data, enabling personalized messages and customer journeys. Additionally, this technology enables the analysis and tracking of the bank's communication campaigns' effectiveness. She also mentioned that ATB uses a conversational chatbot created by a Tunisian startup.
AI Advancements
Razi Miliani, CEO of Cogepha, discussed the impact of Artificial Intelligence (AI) on communication. He explained that AI can be used in three main ways:
- Content creation: such as texts, videos, and images.
- Data analysis and synthesis: whether structured or unstructured.
- Humanized chatbots: that understand and respond to customer questions naturally.
Miliani also discussed current trends, such as the increasing use of AI to write emails. He cited the example of Apple Intelligence, a feature that will be available on all iPhones to assist users in real-time. Microsoft also offers a personal assistant, Copilot+. According to Miliani, these innovations demonstrate a genuine competition between tech giants to develop the best personal assistants.
Razi Miliani emphasized that 80% of work is repetitive and doesn't require creativity. AI can take over these tasks, allowing employees to focus on higher-value activities like creativity and emotional intelligence.
Conclusion
The Tunisia Communication Days highlighted the advancements and challenges of modern communication. Marketing automation and AI offer new opportunities to personalize customer experiences and improve communication campaign effectiveness. Experts stressed the importance of staying up-to-date with these technologies to meet consumer needs and stand out in a competitive market.
