Unlocking the Power of Artificial Intelligence: A Guide to AI-Powered Audiences and Campaign Automation

Let’s decode the capabilities of AI and what it means for travel marketers.

June 20, 2023

Artificial intelligence (AI) isn’t a new discovery, but emerging technologies like ChatGPT are putting easy-to-use AI systems into the hands of consumers. Now, travel marketers can use AI for practical business applications like revenue management, customer personalization, and content creation. There is clear value in using AI and here at Sojern, it’s a core function of our business.

We have been innovating and refining our AI technology for many years, and we think about our AI in two functions—audiences and campaign automation. Before we break down these concepts, let’s decode the capabilities of AI and what it means for travel marketers like you.

What is AI and how does it work?

AI, in its simplest form, is technology that simulates human intelligence using computer systems and algorithms. Disciplines within AI include Machine Learning (ML) and Deep Learning (DL), which are systems that make predictions or classifications based on an input of datasets. Long story short, AI algorithms are trained by feeding massive datasets into ML models, which equips them to generate a specific outcome.

In the case of ChatGPT, a natural language processor and a type of generative AI, its outcomes within travel could include assisting users in booking travel, applications for flight forecasting, systems for improving customer service, and more.

At Sojern, our AI outcomes include creating customized audiences for each of our customers and improving their experiences working with the Sojern Travel Marketing Platform. More on this, next.

How do Sojern’s AI capabilities work?

We believe AI has enormous potential to enhance the travel experience. We have utilized it for years to create advertising audiences that help travel marketers find their ideal travelers with a smoother experience. Our AI-driven models allow us to predict the likelihood of travelers taking a certain action or looking for a specific experience, then build high-powered audiences to reach them.

AI-Powered, Custom Audiences

According to a recent survey, 71% of consumers expect companies to provide personalized experiences. With our AI-powered audiences, we are at the forefront of delivering highly-personalized campaigns at scale. We leverage AI to analyze billions of data points, giving you the information you need to understand consumers' preferences to tailor your messaging accordingly. This advanced AI technology helps us identify travelers who are likely to be in the market for travel, creating opt-in audiences that receive the right message at the right time.

Our ML models peak predictions of approximately 60,000 per second with an average of 40,000 predictions per second. The models sift through travelers and rank them based on the likelihood of them taking action—searching and booking travel. Because of this, we can confidently match travelers associated with specific events for our customers.

Campaign Automation and Optimization

By utilizing ML and data science, our AI helps our campaign analysts make informed decisions about bidding, budgeting, and adjusting settings based on real-time information.

Traditionally, hiring a campaign analyst would be costly, particularly for small businesses in the travel industry. However, we provide a solution that levels the playing field. Our AI technology combines the expertise of our analysts with the power of ML and scalable engineering. Our technology manages 25,000 campaigns daily on behalf of our diverse customer base, ranging from independent boutiques to large global partnerships.

This technology mimics the role of an analyst—examining campaign performance, historical data, and various metrics to derive valuable insights. By processing this information through ML models, it predicts factors such as ad impressions, click-through rates, and conversion rates for each tactic within a campaign. This predictive capability helps us optimize bids, budgets, and other settings to maximize campaign success.

With the fusion of our cutting-edge AI technology, extensive data partnerships, and the expertise of our teams, our AI-powered audiences and campaign automation offer a transformative solution for travel marketers. By harnessing the full potential of AI, we empower businesses to connect with their target audiences effectively and optimize campaign performance at scale.

To learn more about how our advanced AI technology can work for you, reach out to our travel marketing experts today.

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