What Happened
Cathay Pacific is sending its loyalty program members a unique birthday gift – a piece of contemporary artwork created by a special algorithm based on their travel data. Working with McCann Worldgroup, the airline is presenting members of its Marco Polo club a mini-site that visualizes their travel in the past year into a abstract painting, which also comes with built-in options for people to easily share their personalized “artmaps” via social media.
What Brands Need To Do
This serves as a new example of how brands can find interesting ways to utilize the customer data they collect for marketing purposes other than retargeting. By employing a low-level artificial intelligence – in this case, a computer algorithm that generates artwork based on travel data – Cathay Pacific is able to transform data into something personal and share-worthy to its most valued customers.
As marketers continue to explore the possibility that machine learning and AI bring to marketing by powering conversational services and next-level personalizations. brands need to start identifying the kind of unique dataset that they own and feed it into machine learning services to either learn more about their customers or deliver a more personalized customer experience.
Source: Creativity Online
