AI enables better analysis of customer data

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5. Zero Moment of Truth and the Future of MarketingNew technologies supporting ZMOT: AI, chatbots, augmented reality
Modern technologies allow marketers to better reach customers and support them at the ZMOT stage . The development of artificial intelligence (AI), chatbots and augmented reality (AR) allows for more personalized, interactive and immediate delivery of information, which can play a key role in the purchasing process.

Artificial Intelligence (AI) : , which enables precise product recommendations that meet their current needs. For example, e-commerce platforms can use AI algorithms to recommend italy telegram data products based on a user’s browsing and purchasing history. When a customer is looking for exercise equipment, AI can suggest not only products but also educational materials, reviews, and guides that support the decision-making process.
Chatbots : Chatbots act as online support that provides immediate answers to customer questions, such as on websites or in mobile applications. In the context of ZMOT, a chatbot can help a customer by answering questions about product features, stock availability, or return policies, without having to search the site. An example is a chatbot used by clothing chains that advises a customer on choosing a size or offers navigation assistance to make a purchase decision easier.
Augmented Reality (AR) : AR allows customers to interactively preview a product in a real-world environment before purchasing. In the cosmetics industry, brands such as Sephora and L'Oréal use AR applications that allow their customers to "try on" makeup on their face using a phone camera, which significantly influences purchasing decisions. In the furniture industry, IKEA offers an AR tool that allows users to "place" furniture in their interior and see how it will look in real life. Such experiences support ZMOT because they help customers make an informed decision about a product before it hits the basket.