Optimizing the Customer Journey with (Causal) AI
Alan Turing Stage
While machine learning and AI is mostly applied for prediction problems, which are correlation based, many interesting problems in business are so-called causal problems. Examples are dynamic pricing, resource allocation, targeted marketing and many more. The emerging field of causal machine learning combines causal inference methods with modern machine learning / AI. A/B-Testing is widely used to study the effect of intervention in marketing. Now, the use of ML allows to derive personalized marketing strategies. In this project in collaboration with a car manufacturer we show how causal AI can be used to optimize the user experience of web pages and to develop personalized offers. Additionally, we highlight the potential of A/B tests powered by machine learning and AI to improve business processes.
