The Fourth Industrial Revolution, or Industry 4.0, where advanced digital technologies such as artificial intelligence, robotics, machine learning and the internet of things interact with the physical world and will impact our daily lives, how we relate to one another and how we work, has the world’s top executives and companies preparing for the changes that the revolution will create. American motorcycle manufacturer Harley-Davidson is one of those companies who has already begun to use artificial intelligence, machine learning, and robotics. Let’s look at a few ways Harley-Davidson is getting ready for the Fourth Industrial Revolution.
Artificial intelligence increased sales leads by 2,930%
When you think about effective marketing for a Harley-Davidson dealership, the first thing that pops into your mind is probably not the ways you can use artificial intelligence to ramp up your results. It’s a good thing the owner of New York City’s Harley dealership, Asaf Jacobi decided to give AI a try, because it increased the dealership’s leads by 2,930% in just three periods.
That is a remarkable number for a start-up, but for an established brand such as Harley-Davidson, that was extraordinary.
Although Jacobi had started researching options to boost sales at his dealership in the off-season and came across some AI tools for marketing and advertising, it was his chance meeting with Or Shani, the CEO of AI firm Algorithm, which had an AI-driven marketing platform called Albert that convinced Jacobi to give it a try.
How Albert works and the results it got for Harley-Davidson
The first test of Albert was a weekend promotion called “48 Bikes in 48 Hours.” They sold 15 motorcycles that weekend, nearly doubling the summer sales record of eight bikes sold in one weekend.
Albert used business logic, the KPIs available for Harley-Davidson NYC and past campaign performance to identify unknown audiences, the best budget allocation across digital channels and even evaluate the performance of different word choices or colors on the creative. Albert processed the data it had been given to figure out trending behavior. It continued to optimize the marketing and ad performance as new data continued to come in.