With the overwhelm of digital content, there has been an increased use of artificial intelligence (AI) and machine learning (ML) to make user experiences more personal, seamless, and relevant. It has become adept at solving user needs by studying a combination of user behaviour, historical data, preferences, and feedback. The use of artificial intelligence has become so ubiquitous that it has become the forefront of how we interact with technology today. E-commerce, media and entertainment, news outlets, and social media are among industries that are reshaping digital consumption by using intelligent apps to deliver tailored experiences to customers. 

In this article, we explore how intelligent apps have made a profound impact on customer engagement and why it benefits both companies and users in an increasingly AI-driven landscape. 

What are intelligent apps? 

Intelligent apps (or AI-powered apps) are software applications that leverage artificial intelligence (AI) and machine learning (ML) technologies to offer advanced functionalities and intelligent capabilities. By analysing user data, learning from user interactions, and adapting to their behaviour, these apps aim to provide personalised experiences on a mass scale—by tailored content, proactive assistance, or predictive insights. It uses techniques such as natural language processing, data analysis, and computer vision to deliver context-specific responses. From virtual assistants and chatbots to recommendation systems and automated workflows, intelligent apps are transforming the way users interact with technology and opening up new possibilities for personalised, efficient, and intelligent experiences.

How intelligence apps increase user engagement in 2023

1. Personalised user experience

AI makes extensive use of user data—including search history, user demographics, user location, preferences, and purchase history to provide tailored solutions for the user. Companies with a diverse target audience can leverage this kind of data to understand a multitude of user patterns with ease and create product streams that align with various segments of their customer base. This ability to provide a personalised user experience also means stronger customer relationships, more leads, and customer loyalty. 

The use of AI in this type of curation is commonly seen in streaming platforms, digital media outlets, search engines, and social media platforms, all of which make content recommendations based on users’ viewing history and ratings. Intelligent apps are also used in e-commerce platforms, food delivery services, ride services, and more.

In a global context, this kind of user data can help multinational companies like Netflix, Amazon, and Uber create a hyper-local presence in different regions of the world and cater to the unique needs of thousands of users at once. 

2. Predictive analytics 

As intelligent apps continue to take in more data about users, they continue to refine and improve their models of analysis. This means, over time, they are capable of using their insights of historical data to predict user needs, behaviour, and inclinations. By continuously learning and adapting to different use cases, it can generate more personalised recommendations, provide tailored notifications, and can provide proactive assistance. In a sense, it picks up on human behaviour faster, which leads to users feeling more satisfied and connected when an intelligent app correctly anticipates their needs. 

In a landscape where speedy and efficient service is key to user satisfaction, integrating intelligent apps that predict user needs ensures overall customer satisfaction and higher customer loyalty. 

3. Detailed user insights

Intelligent apps also use behavioural analysis and sentiment analysis to analyse user preferences, going far beyond a purely quantitative approach. They look at user interactions, engagement patterns, as well as cues of emotions and sentiment in feedback. This helps them gauge user intentions and motivations, allowing them to deliver targeted recommendations, content, and advertisement that resonate with individual users. 

Through natural language processing, they can also understand user responses towards specific products, services, or brand experiences. This enables them to respond to user feedback promptly, identify areas for improvement, and modify responses to meet user expectations. 

4. Cross-Platform Functionality  

A major benefit of intelligent apps is their ability to maintain a consistent and integrated user experience across multiple channels and devices. They seamlessly transition between mobile apps, web browsers, and smart devices, allowing their users to access their information wherever they are. This kind of cross-platform functionality increases accessibility and convenience, allows users to interact with the app through their preferred channels, and safeguards their content and services. 

For instance, an e-commerce app like Amazon provides a seamless shopping experience across desktop, mobile, and voice-enabled devices like Amazon Echo. Users can easily browse, purchase, and track their orders through various touchpoints, contributing to a cohesive and engaging user experience.

5. Context-aware and responsive 

Intelligent apps are designed to understand user context and provide relevant and timely information. Through advanced technologies like natural language processing and machine learning, these apps can interpret user queries and adapt their responses accordingly. They consider factors such as location, time, and user preferences to offer contextually relevant content, recommendations, or actions in real-time. 

For instance, a virtual assistant like Siri or Google Assistant can provide instantaneous weather updates or suggest nearby restaurants based on the user’s location. This context awareness enables intelligent apps to deliver targeted experiences that are prompt, enhancing user engagement and satisfaction.

6. Smart keywords

Intelligent apps employ sophisticated search capabilities, input indirect keywords or natural language (commonly used words rather than targeted keywords) to find the information they need. They use semantic analysis and machine learning data to understand a user’s intent and generate contextually apt results. This includes synonyms and words/phrases that refer to the search term. Intelligent apps enhance user engagement by enabling them to effortlessly discover the content they seek, even if they are unsure about what exactly they are looking for. They also aid users in clarifying their search intent and helping them narrow down on what they are looking for. 

For example, a travel app like Airbnb allows users to search for unique accommodations by describing specific features or preferences, such as “cozy cabin near the beach.” Intelligent apps present them with a comprehensive list of choices that suit their unique combination of requirements, making the research process much more efficient and seamless. By studying the keywords and delivering relevant search results, these apps improve user engagement and satisfaction.

7. Accessibility of information 

Intelligent apps prioritise the accessibility of information, ensuring users can easily find and retrieve the content they need. Through intelligent categorisation, tagging, and content organisation, these apps optimise the user experience by presenting information in a structured and intuitive manner. 

News aggregation sites like Flipboard and Google News, for instance, curate articles based on a user’s interest, commonly browsed topics, location, urgency of news, etc. It helps users curate the kind of news and publications they want to follow. They also prioritise visual accessibility—news is presented in an easy-to-navigate format. Users can quickly browse headlines or summaries, then and more about the stories they’re interested in. 

By making information readily accessible, intelligent apps help users reduce search time, enabling efficient navigation, and facilitating quick decision-making. 

The future of intelligent apps — for companies and their users 

Intelligent apps are set to redefine our relationship with digital technology, with significant advancements in natural language processing, augmented reality, IoT integration, and data analytics. With AI playing a massive role in creating personalised and immersive user experiences, consumers can engage with apps more proactively. 

The use of intelligent apps also helps companies build customer relationships with more efficiency. They provide valuable insights about user behaviour, preferences, and trends, allowing them to make data-driven decisions and develop targeted marketing strategies. Intelligent apps also enable companies to streamline processes, improve operational efficiency, and optimise resource allocation, leading to cost savings and increased productivity. 

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